How data drives the future of creative marketing
By Seun Johnson
Driving the future of creative marketing with data is no longer just a buzzword; it has become a paradigm shift.
By combining the analytical power of data with the emotional impact of storytelling, brands are now creating experiences that are not only memorable but meaningful.
According to experts, data-driven creative marketing is a way of using data to tailor advertising messages to viewers. It involves using data from impressions and programmatic buying to create personalized ad experiences.
It is about balancing the precision of analytics with the unpredictability of human emotion. While data provides the foundation by identifying trends, audience behaviors, and market gaps, creativity transforms those insights into compelling narratives and experiences.
In an exclusive chat with MARKETING EGDE on the sideline of ADVAN Connect held on Wednesday at GRA Ikeja-Lagos, Mr. Akin Afere, Associate Director at Kantar noted that data gives marketers insights into how people perceive their brands and what consumers want in terms of brand. It also gives insight into where the gaps are within the market in terms of customers expectations.
He said, “Creativity and innovation come-in when you take advantage of those gaps to introduce the services. Data tells you where the gaps are. Innovation and creativity give you an opportunity to bridge those gaps. As players or marketers, you must ensure you have adequate data that gives you where the innovation should go. Because of scarce resources, you need to identify specific gaps you want to pursue and then take advantage of them.”
Nnadozie-Adom Charles, Senior Copywriter and Creative Strategist at Chain Reactions Africa, maintained that data plays a crucial role in modern marketing by offering valuable insights into consumer behaviour. However, he believes that while data tracks actions and trends, it does not explain the rationale behind a customer’s decision.
According to him, consumer behavior has shifted significantly, with psychological drivers, social values, and emotional connections becoming more influential in purchase decisions than before.
“The market today is fast-shifting, culture is changing rapidly, and past data may reveal where people are spending time online but fail to capture deeper shifts in attitudes and values that influence behavior. Creativity is what brings this psychological insight to life. It takes the raw data and translates it into campaigns that tap into the emotional and psychological needs of consumers.” He noted.
The creative strategist further revealed that, creativity allows brands to align their messages with the evolving mindset of their audience, saying it is not just about tracking actions, but about interpreting why people are making those choices and crafting a narrative that resonates with them on a deeper level.
“Data provides the what, psychology explains the why, and creativity uses both to connect with consumers in a way that truly resonates. The ability to craft Innovative marketing lies in combining these elements- data and creativity in a way that is both insightful and emotionally compelling,” Charles submitted.
Also sharing his perspective, Williams Jonah, Brand Manager at SO&U reiterated that Marketers may not have a successful campaign without marketing research.
According to him, the very first thing a matketeer must do is market research. He claimed that it is through this he will uncover a lot of things like consumer preferences, trends, behaviours and certain things that will help him know the audiences and what resonate with them.
“It is when you put all this together that you come up with logic. What is now left to you is translating that logic to a creative point. Everything about your marketing must start with data. You do not start creativity for creativity sake. It must start from the direction data is pointing at.
“If you do that very well as a marketer, you will not only standout, you will be relatable and memorable for a longer period of time because people will see themselves in the brand and in the story you are telling because your data was able to unravel it and you are able to pick insight from that point, craft some level of creativity and take it back to the target audience. This will simply set your business apart and make you standout,” Williams noted.
Also giving his professional views on the subject, Adebisi Peters, Associate Consultant and Production Lead at Chain Reactions Africa, cited data as the backbone of modern marketing that offers deep insights into consumer behavior, preferences, and market trends.
According to him, while data provides the “what” and “where,” creativity answers the “how.” He emphasised that the winning formula for creative marketing is the fusion of detailed data and creativity, saying the results are groundbreaking.
He said, “creative marketing is not just about big budgets; it’s about leveraging data to inform strategy and creativity to deliver impact.”
The integration of data into the creative process is not only redefining how marketers are telling their brands’ stories and delivering value, it also ensures that marketing efforts are both effective and meaningful.
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