Marketing Managers have masses of consumer information at their fingertips, to be used how and when desired; it is the Holy Grail of marketing. However, an unexpected referendum result and election down the line, data suddenly becomes a taboo subject. Cast aside because of how easily it can be manipulated and misinterpreted. Data shouldn’t become the runt of the litter in the marketing world, especially when it comes to audience segmentation, brand planning and forming creative ideas.
With more information available than ever before, data should be at the forefront of creativity. It’s now so easy for marketers to understand consumer media consumption habits. What adverts they like, when they view those adverts, and how they view those adverts are just some information that can be accessed. And this should all be taken into consideration early in the creative process. It’s no coincidence that we are witnessing a huge rise in the number of experiential campaigns. Data could prove that consumers now want more from brands, that consumers want a physical experience with a brand.