Marketing creative refers to the use of creative elements such as graphics, copywriting, and images to promote a product, service, or brand. It’s a key component of marketing that aims to grab the attention of the target audience, create a memorable brand image, and drive engagement and sales.
Use marketing creative to build a LoveMark
LoveMark is a term coined by Kevin Roberts, the former CEO of Saatchi & Saatchi, to describe brands that have a special place in consumers’ hearts. LoveMarks are brands that go beyond mere customer satisfaction to create a deep emotional connection with their customers. Brands that achieve LoveMark status are able to create a strong and lasting bond with their customers, which can lead to increased loyalty, advocacy, and lifetime value.
How to make a marketing creative to satisfy LoveMark (for example, can a tobacco company or a pharmaceutical brand become a LoveMark)?
It is challenging for brands in industries such as tobacco and pharmaceuticals to achieve this status, as their products can be controversial or seen as negative by some consumers. However, here are some steps that could help in creating a LoveMark in these industries:
- Focus on values: Highlight the values and mission of the brand, and how it aligns with the values of the target audience. This can create an emotional connection between the brand and the consumers.
- Emphasize the positive impact: Highlight the positive impact the brand has on people’s lives, whether it’s providing a healthier lifestyle through its products or supporting important causes.
- Create memorable experiences: Create engaging and memorable experiences that go beyond the product itself. For example, a tobacco brand could create a series of events or initiatives that bring people together and promote a healthy lifestyle.
- Build trust: Build trust with the customers by transparently communicating about the brand, its products, and its practices. This can help create a positive reputation for the brand, and build long-term relationships with customers.
It’s important to note that a LoveMark is not just about creating positive emotions. It’s about creating a deep emotional connection with customers that goes beyond the product itself and lasts a lifetime. Brands in these industries need to be strategic and creative in their approach to marketing and branding to achieve this level of connection with their customers.
Marketing creative tools
There are many marketing creative tools and techniques that can be used to implement the concept of a LoveMark. Some of the most common tools include:
- Storytelling: Use storytelling to create a narrative around the brand and its products. This can help to create an emotional connection with the customers and build a unique brand identity.
- Visual identity: Develop a strong visual identity for the brand, including logos, packaging, and advertising materials. This can help to create a consistent and memorable image for the brand.
- Engaging content: Create engaging content, such as videos, social media posts, and blogs, that showcase the brand and its products. This can help to build awareness and drive engagement with the target audience.
- Customer-focused events: Organize customer-focused events, such as product launches, roadshows, and meet-and-greets. This can help to build personal connections with the customers and create positive memories associated with the brand.
- Brand ambassadors: Use brand ambassadors, such as influencers or celebrities, to help promote the brand and its products. This can help to reach a wider audience and build credibility for the brand.
AI tools for marketing creative
It is possible to use generative AI for the auto-creation of marketing creatives, including the generation of a set of creatives from a brief or website page. Here are some types of generative AI that can be used for this purpose:
- Generative Adversarial Networks (GANs) – GANs are a type of deep learning model that can generate new data that is similar to existing data. This can be used to generate new marketing creatives based on existing ones.
- Variational Autoencoders (VAEs) – VAEs are another type of deep learning model that can generate new data based on an input. In the context of marketing creatives, a VAE could be trained on existing creatives and then used to generate new ones based on a brief or website page.
- Reinforcement Learning – Reinforcement learning is a type of AI that uses a reward-based system to learn and make decisions. In the context of marketing creatives, a reinforcement learning model could be trained to generate creatives that maximize a certain metric, such as engagement or conversion rate.
- Natural Language Processing (NLP) – NLP is a type of AI that focuses on processing and analyzing human language. In the context of marketing creatives, NLP could be used to analyze the text content of a brief or website page and generate relevant images and headlines.
In addition to a brief or website page, there are several other input parameters that can be used to generate marketing creatives using generative AI:
- Target audience demographics – Information about the target audience, such as age, gender, location, and interests, can be used to tailor the generated creatives to better resonate with that audience.
- Brand guidelines – The brand’s visual style, tone of voice, and messaging can be incorporated into the input parameters to ensure that the generated creatives align with the brand’s identity.
- Campaign goals – The goals of the campaign, such as increasing brand awareness, driving sales, or promoting a new product, can be used to inform the type of creatives that are generated.
- Historical data – Data on previous campaigns, including the types of creatives that performed well, can be used to inform the generation of new creatives and improve their performance.
- Industry trends – Knowledge of current and emerging trends in the industry, such as popular color schemes or design styles, can be incorporated into the input parameters to ensure that the generated creatives are up-to-date and relevant.
- Creative constraints – Any constraints or limitations on the creatives, such as size, file format, or language restrictions, can be incorporated into the input parameters to ensure that the generated creatives are practical and usable.
In our previous articles you can read more about 10 ways to apply artificial intelligence in marketing or compare three AI-based modeling solutions for media budget management.
In terms of making marketing creatives, neuromarketing provides a framework for understanding the key factors that influence consumer behavior, such as emotions, attention, memory, persuasion, and trust, and how these factors can be leveraged to create more effective marketing campaigns.
Neuromarketing is based on psychological principles and research in neuroscience and marketing. The goal of neuromarketing is to use insights from the field of neuroscience to inform marketing strategies and improve the effectiveness of marketing campaigns.
The following are some of the psychological principles and concepts that are used in neuromarketing to create effective marketing creatives:
- Emotion – Emotional responses play a key role in consumer decision-making and purchasing behavior, and neuromarketing seeks to understand how emotions influence consumer behavior and how they can be elicited in marketing campaigns.
- Attention – Neuromarketing research has shown that consumer attention is a limited resource and that the most effective marketing campaigns are those that grab and hold consumer attention.
- Memory – The ability of marketing campaigns to stick in the consumer’s memory is a crucial factor in their success, and neuromarketing aims to understand how memories are formed and how marketing campaigns can be designed to be more memorable.
- Persuasion – Neuromarketing explores how marketing campaigns can be designed to be more persuasive, by taking into account factors such as the consumer’s emotional state, the type of message being conveyed, and the medium used to deliver the message.
- Trust – Building trust with consumers is a critical part of successful marketing, and neuromarketing aims to understand how trust can be established and strengthened through marketing campaigns.
Online surveys (crowdsourcing) are used to test the marketing creative for compliance with the expectations of the target audience.
The optimal number of online surveys (crowdsourcing) to test the creative can vary depending on a number of factors, such as the size and demographic characteristics of the target audience, the goals of the ad campaign, and the type of product or service being advertised.
As a general rule of thumb, it is recommended to survey at least 100-200 participants to get a representative sample of the target audience and to have enough data to draw meaningful conclusions. However, in some cases, a smaller or larger sample may be appropriate, depending on the complexity of the campaign and the desired level of confidence in the results.
Ultimately, the goal is to have enough data to accurately reflect the opinions and preferences of the target audience, and to use this information to make informed decisions about the creative elements of the ad campaign, such as the messaging, design, and tone of voice. If possible, it is also recommended to validate the results of the survey through other methods, such as focus groups or A/B testing, to ensure the validity of the findings.
The number of creatives that can be uploaded for each type of ad is subject to restrictions imposed by the platform where the ad will be displayed. These restrictions vary depending on the platform and can include factors such as ad format, ad size, and file size limits.
- Google Ads – Google Ads allows you to upload multiple creatives for display and search ads, but there are specific size and format requirements that must be met, and there may be limitations on the number of items that can be uploaded for each ad group.
- Facebook Ads – Facebook Ads allows you to upload multiple creatives for each ad, but there are specific size and format requirements that must be met, and there may be limitations on the number of items that can be uploaded for each ad campaign.
- Twitter Ads – Twitter Ads allows you to upload multiple creatives for each ad, but there are specific size and format requirements that must be met, and there may be limitations on the number of items that can be uploaded for each ad campaign.
- Instagram Ads – Instagram Ads allows you to upload multiple creatives for each ad, but there are specific size and format requirements that must be met, and there may be limitations on the number of items that can be uploaded for each ad campaign.
It’s important to check the specific requirements and limitations for each platform where the ads will be displayed before generating and uploading the creatives, to ensure that they meet the platform’s specifications and that they can be uploaded and displayed as intended.