Creating Responsive Communications
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Picture this scenario; the results are in on your campaign to test various different creative treatments against the existing control. A few of the tests have not performed as well as you had hoped, however one has outperformed the control. A lot is resting on the results so you have to report the findings to the board. At the presentation everything is going well but the company accountant who knows little about advertising wants answers to the following questions.
1. Why did we test so many creative treatments? Surely we should be able to better predict what works and what doesn't.
2. How is it that apparently identical creative treatments for the same campaign produce wildly different results?
3. What exactly made one test beat the control and the others fail?
Supposing that this scenario is something you have experienced, you are not alone. We have all been there, in a position where they have to explain why certain creative treatments have been successful and others failed even though they are not really sure specifically why. However every one involved in the development of creative work at one time or another has asked those same three questions, which lead to three more.
4. Why is it that in every other aspect of marketing there are data, benchmarks and metrics to aid decision-making, however when it comes to 'creativity' we still rely on instinct and experience.
5. How is it that so much time, money and expertise can be spent on researching and planning a new creative and still leave me with something no better (or worse) than the one I had already?
6. There must be a better way to create and predict the effectiveness of new creative work.
supposing that you have had occasion to answer these questions then you're not alone. In an environment that demands consistency and predictability just how are you supposed to have any certainty in the 'creative' decisions you have to make? Why is it so difficult to measure aspects of a new campaign and show you an intelligible chart of whether it will work or not - and why? And why when everything else in marketing has benchmarks and metrics does creativity lack robust objective evaluation?
Benchmark Marketing
There are answers to these marketing question, answers that are just not based on 'gut-feel', instinct or trust. There are robust systems available that provide marketing professionals with benchmarking, analysis, research and metrics to support the most important decisions we make, how we communicate with our audience.
These largely software based systems take audience data via 'conversation analysis' (technology that captures audience language and deconstructs it to find the underlying patterns and structures) and enables the benchmarking of communications against audience profiles for attraction, retention, cancellation or rejection. Increasingly benchmark marketing systems provide detailed robust metrics for targeting a specific audience or market sector ensuring that communications reflect their motivations, needs, style and tone. This method has been proven to be especially effective when used to avoid cancellation from 'new' or 'high risk' customers.
These conversation analysis driven benchmark marketing systems can even target a difficult audience segment to ensure that the communications address their objections in a way that matches their beliefs, style and tone.
The era of relying on 'soft-data' and instinct when creating new marketing messages is coming to an end. Because benchmark marketing is the term that is increasingly being used to describe the new way to provide, an objective, inclusive and insightful way to benchmark marketing messages.
Article Source: Articlelogy.com
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