New generation marketing: Can Big Data “Big Data” be “matched” with Innovation?
- Tram Ho
There is a very popular concept not only in the creative advertising industry. These logic is not wrong but the truth is, it is not the same as rumors:
- “Data is very rational, Creative is much more flexible”
- “Data is knowledge, creativity is created from imagination”
- “Data is certain, but creativity is not”
“Prince” of Advertising industry John Hegarty
In recent times, many creative makers have begun to argue that modern advertising is only a sad cover of the past after losing its imagination, its flare and its originality. So what is the responsibility? That is DATA.
Today, data can be so powerful that it makes people feel scared and cause hate by the marketing community. However, is data really a creative enemy? Here are the reasons that we should believe in the role of data in creating creative values of today’s modern advertising industry.
Creativity without data is like shooting at night!
Whether you realize it or not, you must admit one thing: Until now, marketing decisions – Your ads are based on data!
Even those who specialize in making Creative even though they rely on their feelings more than their rational, but to validate and improve their thinking they must also find data – the real data they have collected for a while long.
In short, your intuition depends more on data than you think!
So, how does data and creativity work together?
The important thing that marketers need to understand is how to create data and create and support each other to make more effective Communications and Marketing decisions. Big data will never replace people’s emotions and psychology, but rather, perfect it . Big Data as a “catalyst” completes the idea and fosters your imagination.
By the end of the day, data is a source of insight – the truth is both new and old for you. However, that is not enough to bring appropriate emotional and psychological journeys to touch customers. Data is not a miracle – it is the brand, the company and the people behind it that take over this part.
“Creativity without data is just art. But data without creativity is neglect. “
Brand and agency need to understand customers to give a convincing psychological journey, worth trings mindset and user needs. With the speed of current technology development, there are many analytical tools – digital products that help you gather data and evaluate – give meaning to data very quickly, so you can easily map out more suitable strategies. . The job of marketer is just: draw insight and ask the right questions!
Four reasons for your team to combine data and creativity today!
- When people analyze data and create data together, they can play with it, look under the digital surface and find interesting points. If you apply this from the beginning of the first phase, you will definitely gain some very interesting and useful searches for the current project. It also tends to reveal new ways to work with data.
- In order for data analysts to have a say about their findings, the Creative team will have a more rightful look. If Creative learns from the parameters of project performance analysis, they will have a much more insightful and multifaceted perspective on demographic factors, target groups as well as campaigns that touch emotions better statue.
- When you combine data analysis and creativity, you will easily get interesting strategies to develop marketing campaigns. This process is often a big challenge when it comes to turning dry numbers into something that is flexible for consumers. It will also help data groups better understand the behavior of objects of the data they are analyzing.
- Creative people often have very good intuition about emotions and people, and data analysts understand how to combine different data sources to express and reflect these human facts
Pioneering in the field of Big Data application in Marketing Advertising, Admeta is currently one of the leading names in the trend and has a growth rate without any sign of stopping.
By using Big Data from Vietnamese telecom networks, Admeta can access huge data sources and 100% accurate user information with more than 143 million mobile users. Telco Bigdata can get a lot of user information from Mobile Spending, Internet Behavior, Real Location, Mobile Device, App Usage, etc. From there, Admeta aggregates and brainstorm to create a customer portrait. Brand desires / requests.
Currently Admeta is providing the following services:
- Mobile Device Based Solution: Admeta provides a variety of mobile advertising types from traditional to Innovative based on core data platform – Telco Bigdata
- AdTech & MarTech: Orienting the company towards automation, Admeta has managed to build 2 M-Flix platforms and Ez-Gift owned by Admeta.
+ M-Flix : Integrating Telco data source, M-Flix with target User capability according to Realtime Trigger mechanism, providing optimal Awareness effect.
+ Ez-Gift : The system combines with 3 biggest network operators in Vietnam, forming a real-time topup portal for users, integrating with the Website, Mobile App and customize according to each campaign that Brand requires.
- Lead Generation: In Performance Marketing, results always depend on 3 key factors Data, Content & Adtech. Admeta has a big advantage in the Target race and Follow Users exactly and reduces the time, budget and effort in Brand’s each Campaign Campaign thanks to Telco Bigdata and the various Adtech Admeta ecosystems .
After many years of operation and effective support for Vietnamese businesses, Admeta is currently a strategic partner of 3 Vietnamese telecom networks: Viettel, Vinaphone, Mobiphone. The company constantly reaches out and cooperates with global partners with good names in Advertising industry such as GroupM Vietnam, Dentsu, Havas Media, ..
Source : https://techtalk.vn