When the loss of creativity occurs
Developing a marketing strategy requires certain skills and experience, otherwise, you can not only fail to get the expected promotion result but also damage the brand image. In such situations, there is a loss of creativity, when an error in the advertising campaign can reduce the loyalty of users to the business. And this can happen both because of an ill-conceived promotion strategy and as a result of purposeful actions on the part of competitors. But there are ways to minimize the damage from the error and improve the brand image.
In most cases, a loss of creativity occurs when professionals want to increase the audience of users through new approaches. There is nothing wrong with using trends for promotion, but you need to be careful in their selection, and options for implementation. A striking example is memes that are inappropriate for the philosophy of the brand, and look vulgar, or disharmonious. To understand whether the innovations will be relevant, it is necessary to analyze and track the reactions of the target audience. In addition, any tool should fit the positioning of the brand, consistent with its values and philosophy.
To avoid mistakes when developing a promotion strategy, it is important to keep in mind that each advertising platform requires adherence to a specific publication format. This is due to the peculiarities of the channel, and its users, which means that identical content on all platforms can negatively affect the effectiveness of the strategy. For example, OEM sources respond well to banners with a minimal amount of detail, such an option looks native – and users like it. This makes OEM ads look more like the recommendations of smartphone operating ads and not annoying. However, for a number of social platforms such design can be tedious, here you need creative solutions.
It happens that even with all the features and analysis of the target audience, the marketing strategy does not give the desired result. This is possible if the new approach goes against the philosophy of the company and does not follow the previously outlined principles of interaction with the audience.
Another reason could be the negative attitude towards the Influencer, who is attracted to advertising. If the blogger is involved in a scandal, the reaction of users to it can also affect the brand. Here it is important to change the vector of strategy in time, to show your own attitude towards the situation, and make the company’s position as clear and transparent to the audience as possible.
It is possible to reduce the risk of a loss of creativity if actions are regularly checked against the brand values. Advertising in all areas should be consistent with the social context and reinforce the company’s already established image. Moreover, it is necessary and useful to change approaches to promotion, but it is important to do so based on research and analysis of all factors.
