Obsessed with B2B marketing? You should be a PRO member! Join now at 25% off (or 50% off for teams).

For better or worse, it's an online world now. The pandemic underscored and accelerated that truth, which means businesses of nearly every stripe must accept that their online presence is their primary presence.

And that means the greatest risk to your business is now its greatest opportunity. So, whatever your online presence, don't be boring.

Even when vaccines ease us back into a return to normal, the need for businesses to excel in their digital experience will only intensify. They will need engaging and effective content that resonates with a digital audience.

It's simple: If a business is not creative, its brand will suffer.

Creativity in marketing can elevate your business and products:

  • It can capture the attention of clients, employees, and investors, and also affect them on an emotional level.
  • It can turn adversity and constraint into new opportunities, or a better way of doing things.
  • It can make for a happier and more interesting workplace while bringing a return on investment.

The value of the creative professional in today's business environment isn't like the difference between chicken and chicken cordon bleu. The gap separating the mundane from engaging content is much wider. It's more like the difference between white toast and saffron risotto with chanterelles.

Sure, it's all food. But which dish would have you yearning for more?

Creativity in marketing improves the digital customer experience

I could cite experts who say users leave a webpage within 10 to 20 seconds, but you know that already. You have a smartphone, and you have only so much patience for blocks of text, PDFs, and static graphics. Boring!

Interactive content, on the other hand, is just that: It compels us to interact. It's engaging. Digital audiences want to be part of the brand experience, whether they recognize that or not.

Great visual storytelling through interactive content reflects great design. And great design brings us in and makes us feel something: Our experience becomes deeper than passive consumption.

"There are so many possible emotional and intellectual responses to a given design that it is hard to disentangle them," graphic designer Sean Adams says in his new book, How Design Makes Us Think, as excerpted in Fast Company.

Humans don't stop being humans when you give them a keyboard or a screen to look at. Experience matters. We make decisions based on logic and feelings, and how you feel is going to be informed by what you experience.

That is why the role of creativity in marketing is so vital.

Successful creatives demand their businesses be bold and push boundaries in experiential content. They combine interactions, animations, embedded media, and storytelling to create immersive experiences. Successful businesses heed that call.

Don't be boring.

Enter your email address to continue reading

Creativity in Marketing Now: Why Professional Ingenuity Is More Crucial Than Ever

Don't worry...it's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin

  • AI


ABOUT THE AUTHOR

image of Simon Berg

Simon Berg is the founder and CEO of Ceros, an interactive SaaS design platform that empowers brands such as Red Bull, United, Conde Nast, and Universal to create bespoke digital experiential content without coding.

LinkedIn: Simon Berg