Creativity has always been a fundamental factor in standing out in marketing both online and traditionally, but as online-targeting becomes increasingly sophisticated, consumers now expect the online world to be cutting-edge. Relying on a fixed formula is risky and, as technology becomes more advanced, your approach to digital marketing will need to be smarter, more creative and better informed if you want to have a chance of standing out.
Today’s users move fluidly between devices and channels and expect a seamless, engaging and fun experience. At any given moment, every user is rapidly taking in several pieces of information that they must assess when deciding whether or not to award their attention to anything. Creativity already plays a vital role in breaking through, making an impact, resonating and inspiring the customer to give you their attention. However, it will play an even bigger role in the future when it comes to generating real engagement that leads to conversion.