The mark of great creativity today is how successfully advertising builds connections through the intelligent analysis of big data. Embracing big data, instead of fearing it, can transform the effectiveness of our messages, allow more truthful interactions between consumer and brand, and fulfil people’s desire to be invited into the brand’s ecosystem.
Data enables us to talk to the right people in more personal ways because it helps us to understand them better. Which, in turn, helps us to create advertising that builds more empathetic and empowering connections. Data is what helps us to get closer to people, and it can enable advertising to do the same.
Perhaps advertising is too constrictive a word in this data-fuelled and more informed digital era. In many ways, advertising should feel more like conversations. Not everybody wants to have an ongoing dialogue about every brand they buy but if you’re not prepared to have a two-way relationship with your audience, you’re failing in your advertising.
Perpetual disruption means advertising represents lots of things to different groups of people, and at its heart sits data. From visual clicks and hits to viral conversations that jump between channels and formats – data enables us to get closer to audiences.
Conversations, fuelled by intelligent analysis of the data, make the promise of customer-centricity more tangible and provide advertising with greater meaning.