When we are taking about creativity, the first question which comes to our mind is that what is creativity? So creativity doesn’t have any specific definition but we can say that the act of turning new and imaginative ideas into reality. It involves two process: thinking then producing.
Since early schooling the notion of creativity has been associated with artistic creativity (painting, drawing, composing songs, etc…) and in professional life this has been reinforced by the ownership of the term within similar realms – the arts, design, advertising. However, it is important not to confuse this with creativity in marketing, which we define as “putting things together to deliver new value”: in other words, arranging existing things or creating new things to deliver something new that can add value to customers.
In this way, creativity in marketing is not limited to advertising, design or social media agencies, but should be applied to all aspects of marketing and brand strategy and across the marketing mix.
The application of creativity also comes in 4P’s of marketing:
The first P: The creative person.
The second P: The creative process.
The third P: The creative product.
The 4th P: Press (the environment for creative work).
So the things come how?
The product should be innovative and creative to make it unique as unique product always attract the customer most and a unique product would be create b a creative person so person should be creative and the process creativeness means use those technique’s which are most efficient and time saving and cost saving.
There is one more concept of creativity in marketing i.e.
The “4Ts Creativity in marketing framework”
Creativity in marketing is not a luxury, it needs to be nurtured and that requires time. Not just snippets of time within a multi-tasking environment but focused, dedicated time: as a recent Harvard Business Review study found, the likelihood of creative thinking is higher when people focus on one activity for a significant part of the day and collaborate with just one other person. For this to happen, teams need to change their ways of working at the times when they need to be more creative.
There are ways to enhance the productivity of ‘creative’ time, most importantly, by having a clear deliverable or end point. It helps to articulate the task at hand, enabling the creativity efforts and energy to be channelled at solving a specific challenge, issue or opportunity (e.g. How to get people to go through airport security in less than 5 minutes?). By having this clarity, there is a far higher chance of getting to creative solutions that can add real value. And this will help define more effectively the scale and scope of the creativity required.
Marketing is about creating better customer value and, as such, is fundamentally customer-centric. It’s no different for creativity: in creative tasks, as in any other, you still need the discipline to specify who you are targeting, what insights you have about them and who you can work with to inspire and apply creativity.
As regards the target, this might be customers/consumers, employees or other groups who will benefit from the new creative solutions being developed. What is important is to define that target and then source or generate insights which can provide a springboard for idea development. Too often, idea generation is kicked off with a business-focused, internal task (what will this give us?) rather than defining which customer we are seeking to create new value for (what can we give to our customers?).
Creativity in marketing is a skill that can be learnt. The reason why we need help with unlocking our creativity is simple: the brain is designed to find efficient ways to operate, so it follows patterns and creates routines to make life possible and to save energy.
By forcing the brain to pause, re-think and process information differently from the normal way, we can start thinking laterally and see new connections and possibilities.