Creativity is still important in marketing - Part 5

Some people underestimate the value of creativity these days but the fact of the matter is that creativity is as important as ever. In fact if anything, it has become even more important in the new age of digital marketing because for an ad to truly stand-out in the large crowd that is the world-wide web, there has to be something unique and creative that garbs the customer’s attention. And if you look at companies like; Yelp, JetBlue Airways, MasterCard and Airbnb, all of them have launched and successfully run digital marketing campaigns based on one singular creative idea. Because good marketing is not just about creativity but also about finding a way to channel that creativity into a singular vision and giving it a pin-point sense of focus. JetBlue Airways for example launched a marketing campaign where they promoted the idea of excellent customer service and convenience for customers. 

They put this very idea into practice by answering all of their customers’ queries on Twitter whether they are related to booking of flights or just simple queries regarding seats. This allowed them to have a significant social-media presence and appeal particularly to the minds of the adolescents who are always looking for the easiest and simplest solutions. This also saves passengers the hassles of going to the website to solve their problems. Airbnb on the other hand used digital-marketing to rebrand their image from what is essentially a crowd-sourced hotel service to an application that allows people to see the world in a manner that is also economical on their wallet. The article Contextual Marketing by D. Kenny, J.F Marshall examines how these companies have all stood out by giving context to their uniqueness and creativity.

Creativity is often defined as divergent thinking and to be a successful marketer your mind has to be going and developing in different directions to truly make an impact. It is hardly important whether you’re advertising on billboards or smartphones when it comes to creativity. Marketing guru David C. Edelman consistently talks about the importance of creativity in his article and how he feels it is a force that will continue to influence marketing for generations to come.