Creativity is the largest single factor in driving marketing effectiveness – by some measures more than triple the role of brand and double the role of reach. Getting your creative right has become more important during the current economic downturn in order for brands to grow, let alone sustain, their share of market.
The crisis in creative effectiveness has been played out during the first several months of the coronavirus pandemic. Companies and brands that bounce back and thrive in the wake of COVID-19 will be those that embrace the principles of creative effectiveness to drive engagement and grow share of voice and share of market.
In Ebiquity's latest viewpoint, they explore key areas of creative effectiveness as well as techniques for marketers to drive measurable improvement over the long-term. They take a look at the state-of-the-art of creative effectiveness, and review how measurement techniques such as econometrics and Brand Equity Modelling can help maximise the role of creativity to boost marketing effectiveness.
