What’s a performance marketing agency doing at a creative festival like Cannes? The fact is that performance and creativity are coming together in a big way—so much so that data from performance marketing activations is now essential to creative planning. These insights inform creative strategy, enabling the creation of more compelling experiences that speak to consumers in their own language. Consider the following to unleash performance powered creativity:
DRIVE CREATIVE STRATEGY WITH PERFORMANCE INSIGHTS:
Performance marketers sit on a massive volume of consumer insights that can power creative messaging. These marketers also have access to highly valuable consumer intent signals (e.g. what people search for) which can be used to inform creative in other channels, like TV and print.
SHIFT FROM TEXT TO FULL SENSES:
Performance formats are moving from pure text to full sensory experiences—sight, sound and motion—opening new opportunities for creativity in performance media. Brands must optimize content for visibility in visual and voice search results. Mary Meeker’s latest report pointed out that dynamic ad creation increases conversion rates. We’ve seen similar results at Performics, including a 250% conversion rate boost for a telecom client.
LEVERAGE THE POWER OF OWNED & EARNED:
Brands must hold content accountable to performance, and better attribute direct, bottom-line ROI. One effective way that performance marketers are expressing creativity with content is through earned, influencer assets. Harness influencers to drive not only engagement, but bottom-line performance.
By being more creative with performance programs—and more performance-oriented with creative programs—brands can better engage consumers, generate leads and drive sales.
Author: Michael Kahn, CEO, Performics Worldwide & Performance Global Practice Lead, Publicis Media