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How can you Adapt Creativity to the Ongoing Evolution of the Media?

Date Created: 20/10/2020
It is becoming clearer that the ongoing digital evolution is powerful enough to impact creativity in business.The usage of digital media is now a common everyday practice for most resulting into a high digital consumption.
All this is paired with great technical evolution. According to Satya Nadella, “We’ve seen two years’ worth of digital transformation in two months.”. As hyperbolic as it may sound, the ever-expanding media ecosystem of automated platforms, channels and publishers generates millions of data points every second.
In response, there has to be some sort of evolution when it comes to creativity. And, there may not be a better way to succeed in the process than connecting different departments that have been isolated thus far. Digital is dynamic more than anything else; therefore, specialists in data sophistication and performance, media teams and copywriters need to work alongside.
Through teamwork and internal redesigning practices, creative, media and data departments can work as an inclusive group.
Here are 5 easy steps to bridge the gap between creativity, media evolution and data abundance:
1. Encourage collegiality
When employees who work in the creative, media and data departments connect on a deeper level with each other, they are motivated to let go of any prejudice and ego. The main focus should be put on problem solving rather than maintaining each discipline’s core responsibilities.
team players
It is somewhat reassuring for executives, managers or directors to understand that using creativity for a specific product could be aligned with that product’s performance.
For many years, agencies have struggled with delivering good quality content that is aligned with media innovation and data abundance. However, things become less complicated by analyzing in detail every step as a single group.
2. Make ideas realistic through exchanging information
Operating in an isolated environment keeps things static and may not provide room for turning ideas into true actions. In the past, everything was more linear when it came to the division of labor. Fortunately or unfortunately, though, what was once effective for modern marketers doesn’t seem to be so as time goes by.
A productive first step to make ideas realistic would be clarifying objectives for different stages of a campaign and then creating an organization chart for each department. Furthermore, the messaging strategy should be connected to creative needs, media and data processing.
When there is no realistic strategic framework to organize work, even the most brilliant or impressive ideas cannot deliver.
3. Make each medium’s purpose the basis of creativity
Most big conceptions are usually intended for traditional media screening.Traditional media formats are both more practical and fancier to present to clients. A TV commercial with spectacular visuals or sounds would be more convincing to invest money on.
It should be clarified to clients that there are many digital channels that give consumers the chance for a more interactive relationship with brands.
 medium purpose2
Agencies can nowadays present a plethora of creative ideas that work independently for many different channels and formats.
Let’s not forget that KPIs exist for most platforms as well. Brainstorming and ideas should be aligned with them too. Those KPIs would not work only for assessing progress; they could also provide useful directions.
4. Be timely and approximate
What happens when campaigns require the necessity for real-time connectivity between consumers and brands?
When it comes to adapting creativity to specific media, the difference between a non-interactive TV commercial for mass audiences and a social video campaign that targets specific audiences is huge. As marketing is shifting from pure demographic and behavioral targeting to real-time targeting for specific causes, departments face the need to adjust messages instantly.
The ultimate goal here is to deliver content at a specific time, in the right context and for a particular purpose.
5. Do not deviate
Taking all of the above steps seriously in consideration should not deviate or restrain imagination and creativity. Intense focus on media and data can be disorientating. In this process, it’s vital to find the right balance between collecting and using as much information as possible and coming up with something authentic that inspires people’s hearts.
As the digital world is rapidly evolving there comes an opportunity for a creative revolution. To bring out the best of all this agencies should adapt and bridge the gap between creativity, data and channels used.
As OneTeam, we have professional relations with reporters and journalists; we are also technically savvy by constantly staying updated with the latest on social media and digital marketing. All this combined with our hunger for creativity brings results that are a 100% conformed with our ever-changing digital reality.


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