Is a creative marketer more artist or entrepreneur? “Creative marketing” has been associated with the words and pictures that go into ad campaigns.

1. CREATIVITY IN
MARKETINGTODAY
Imagination or Innovation?

2. Marketing Is Now
More Complex
■ Is a creative marketer more
artist or entrepreneur?
■ “Creative marketing” has been
associated with the words and
pictures that go into ad
campaigns
Marketers need to master data analytics, customer
experience, and product design
Will these roles require a new way of thinking about
creativity
Compiled by author from source: hbr.org Image Source:Google Images

3. What Does it Mean
to be a Creative
Marketer?
■ The smartest thing a business owner
can do for his or her business is to take
the time to develop a creative
marketing plan that will set them apart
from others
Marketing can improve your
sales
It isn't about the number of
ideas, but the quality of your
marketing
Compiled by author from source: hbr.org Image Source:Google Images

4. CreateWith, Not
For the Customer
■ Everyone likes to talk about being
“customer-centric”
■ Creativity in marketing requires
working with customers from the get-go to
weave their experiences with your efforts
Customers today are not just
consumers; they are
creators, content developers
and they possess great ideas
Compiled by author from source: hbr.org Image Source:Google Images

5. Case in Point:
•location
data
•Google
maps
•The user’s
calendar
Intuit’s marketing team spends
time with self-employed people in
their homes and offices to immerse
themselves in the customer’s world
Through this they identified a pain
point of tracking vehicle gas
mileage
Based on these
insights, Intuit
created an app that
automatically tracks
mileage using:
Compiled by author from source: hbr.org Image Source:Google Images

6. Case in Point
Brocade worked with sales
teams to deliver customized
packages outlining what is and
is not working
They followed up with them to
report on progress against
these objectives
Their Net Promoter Score went
from 50 to 62 (one of the
highest B2B scores on record)
within 18 months
Created a “customer first” program by
recognizing their top 200 customers,
who account for 80% of their sales
They worked with them to understand
their sources of satisfaction and
discover areas of strengths and
weakness
Compiled by author from source: hbr.org Image Source:Google Images

7. Invest in the
Broader
Experience The Product
The Buying Process
The ability to provide
support
The customer
relationship over time
Every marketer believes the
customer experience is
important
Most only focus on the
experience under their direct
control
Taking the time and using
the resources requires
creative thinking about:
Compiled by author from source: hbr.org Image Source:Google Images

8. Case in Point
As healthcare becomes more consumer-
oriented, the digital experience becomes
a key differentiator
The marketing team started a welcome
program to improve the experience
It required coordination with many areas
of the business
Members
Can:
Access online
portal
Email their
doctor
Refill
prescriptions
Make
appointments
60% of new
members
register within
the first six
months
They are 2.6
times more likely
to stay with
Kaiser
Permanente two
years later
Compiled by author from source: hbr.org Image Source:Google Images

9. Case
in Point
Focusing on lifetime value and their most
profitable segment, the “fashionable
spender”
This group looks gathers behind-the-scenes
information on the runway, newest clothing
lines, and aspirational fashion content
They began evaluating engagement per
customer across time and platform instead
of per message per day
Customers in the top decile segment
increased digital engagement by 15%, cross
shopping by 11% and sales by 8%
Macy’s has traditionally spent 85% of
its marketing budget on driving sales
Each outbound communication is
measured individually for immediate
ROI
recently they began to take a more
holistic approach
Compiled by author from source: hbr.org Image Source:Google Images

10. Everyone Is An
Advocate
Treat everyone as
an extension of
your marketing
team:
Employees Partners Customers
In a divided media and social
landscape, marketers can’t reach their
goals for awareness and reputation
through paid media and PR alone
The way to amplify impact is to inspire
creativity in others
People are the new channel:
Compiled by author from source: hbr.org

11. Case in Point
The
company
Its culture
It’s
products
and
services
How they
solve its
customer’s
needs
1/3 of employees were not confident
explaining the company story
They introduced an ambassador
program for its employees
More than 20% took the training and
submissions to its sales lead and job
candidate referral programs were
up 43% and 19%
The program gives
employees across
all disciplines and
levels the tools to
educate them on:
Compiled by author from source: hbr.org Image Source:Google Images

12. #MySquadContest led to
32,000 kids sharing for a
chance to win a day with their
favorite influencer, a 60%
increase in social conversation
about @OldNavy
This led to a 600% increased
likelihood of recommending
Old Navy to a friend (versus
those that viewedTV ads
only)
In addition, the program
led to record breaking
donations for their
partner,The Boys & Girls
Club
Old Navy has traditionally dedicated
their media budget toTV
However, over the past few years,
they’ve focused on digital content to
engage kids around positive life
experiences and giving back
Case in Point
Compiled by author from source: hbr.org Image Source:Google Images

13. MeasureYour
Creativity
In the past,
marketing
measured success
by sticking to
budgets and
winning creative
awards
Today, the ability
to measure data
and adjust
strategies in real-
time enables
marketing to
prove its value
The measurability of digital
engagement means we know precisely
what’s working and not working
It gives marketing the opportunity to
measure and manage itself in new
ways
Compiled by author from source: hbr.org

14. Case in Point
Cisco has created a real-time, online
dashboard where the whole marketing
organization can see its performance
The result is an ability to quickly adjust
and re-allocate resources
Different
digital
initiatives
Geographies
Channels
Individual
pieces of
content
The leadership team conducts
a weekly evaluation to assess
This analysis can be done
across:
Compiled by author from source: hbr.org Image Source:Google Images

15. Case in Point
Allowing them to easily
answer questions like “How
did your last shift perform?”
The app can tell them
if they are running
light on bookings, and
soon they’ll be able to
activate marketing
campaigns to increase
same day reservations
More than 50% of
restaurant customers
on OpenTable’s cloud-
based service are using
the app, visiting an
average of 9 times a
day, 7 days a week
OpenTable launched a companion app
just for restaurants to make better use
of the data they’ve been collecting
through their reservation system
Restauranteurs can now get a handle
on their business right from their
smartphone
Compiled by author from source: hbr.org Image Source:Google Images

16. Think Like a Start
Up
Today, creative marketers need to operate more
like entrepreneurs, continuously adjusting to
sustain product/market fit
Formerly, marketers needed to be
effective managers
Setting goals well in advance, while
working within budget to achieve
those goals
Compiled by author from source: hbr.org Image Source:Google Images

17. Case in Point
As a result, the company easily hit some 2017 revenue
targets with conversion rates that were four times what is
traditionally seen in the industry
Adopting an agile method of customer testing and rapid
iteration, they worked with engineering to rethink the
They had to think beyond marketing as promoting an
existing product
Checkr wasn’t getting the results it wanted from traditional
sales and marketing tactics
The start-up Checkr represents a trend
we are seeing more of in the Bay Area
in particular
Marketers are adopting the business
practices of entrepreneurs such as lean
startup and agile development
Compiled by author from source: hbr.org Image Source:Google Images

18. Redefining Creativity
The changes occurring in consumer behavior, technology, and media are
redefining the nature of creativity in marketing
The measure of marketing success isn’t the input, but rather the value of the
output, whether that’s revenue, loyalty, or advocacy
Marketers of the past thought like artists, managers, and promoters
Today’s marketers need to push themselves to think more like innovators and
entrepreneurs — creating enterprise value by engaging the whole organization
Compiled by author from source: hbr.org

19. Contact Us for the Full Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com

20. Sources Cited
■ Bonchek, Mark, and Cara France. "What Creativity in Marketing Looks Like
Today." Harvard Business Review. N.p., 22 Mar. 2017.Web. 4 Dec. 2017.
<https://hbr.org/2017/03/what-creativity-in-marketing-looks-like-today>.