Los 5 elementos claves que tiene que trabajar la creatividad en marketing hoy en día

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La creatividad es una de las cuestiones clave del marketing. Ser creativo es una de las maneras de lograr mensajes que se diferencian de la competencia y que llaman la atención por encima del todo el ruido en el que está sumido el consumidor. A medida que los consumidores tienen más y más información disponible y a medida que más y más marcas y empresas están intentando captar su cada vez más dispersa información, más importante es ser mucho más creativo que nunca.
Pero ¿ha cambiado la creatividad en los últimos tiempos? Es decir, ¿a medida que el entorno ha hecho que sea más y más relevante, ha también cambiado sus características fundamentales y los puntos básicos en los que tiene que apoyarse? Tal y como apuntan en un análisis en Harvard Business Review, eso es lo que ha sucedido. La creatividad en marketing tiene que moverse partiendo de nuevos elementos fundamentales.
Hay que crear con el consumidor
A la hora de ser creativo y de crear mensajes, campañas y hasta productos, se ha destacado una y otra vez la importancia de pensar en el consumidor, de ponerse en sus zapatos. Sin embargo, los nuevos tiempos y las nuevas expectativas de los consumidores hacen que esto sea mucho más complejo. Los consumidores se han convertido, gracias al impacto de internet y de las nuevas tecnologías, en ellos mismos productores de contenidos, en creadores de ideas. Los consumidores son más creativos que nunca y esa creatividad tiene que integrarse en la de la propia compañía. Esto implica que, muchas veces, marcas y compañías no tienen que ser creativas para los consumidores, sino que tienen que ser creativas con ellos. Es decir, tienen que permitir al consumidor formar parte del proceso y de la creación final.
El control de la experiencia de usuario tiene que ser total
Posiblemente, el ecommerce es uno de los mejores ejemplos para comprender este punto. Las firmas intentan ser muy creativas y buscan crear experiencias originales y de calidad. Así, trabajan en presentar su web de forma positiva o en las herramientas que dan al consumidor durante la compra. Pero después fallan en algo decisivo: se olvidan de que, aunque el proceso de entrega este en manos de un tercero, también impacta en cómo se percibe la experiencia. Por ello, el trabajo que se hace y el esfuerzo de creatividad que se invierte en ello no deben limitarse únicamente a aquellos puntos que se controlan directamente (especialmente aquellos puntos que controlan los profesionales creativos) sino que tienen que ir mucho más allá y abordar todos los elementos que afecten a la experiencia de usuario.
El poder del advocate y la necesidad de trabajar en ese terreno
Tradicionalmente, en el trabajo de marketing, las marcas tenían que seguir ciertos patrones y tenían que trabajar en ciertas áreas concretas. Uno tenía, sobre todo, que intentar posicionarse empleando publicidad y estrategias de comunicación y relaciones públicas. Era la manera de lograr que hablasen de uno y de sus productos. Pero ¿qué ocurre en estos tiempos? Las cosas ya no son tan fáciles: de pronto, las voces se han multiplicado de forma abrumadora y cada uno de nosotros se ha convertido, como consumidor, en un canal decisivo que puede influir en una compra. Por ello, las firmas tienen que trabajar en una suerte de 100%. Es decir, el trabajo creativo del marketing no debe quedarse solo en esas áreas concretas en las que trabajaba en el pasado.
Ahora tiene que intentar que su creatividad llega a todos y en todo momento y que tenga un impacto igualmente constante. Dado que las marcas tienen que trabajar para convertir a prácticamente todo el mundo, desde sus empleados a sus consumidores, en sus advocates (en, al final y como apuntan en el análisis, “una extensión del equipo de marketing”), no queda más remedio que jugar con la creatividad para conseguirlo.
La creatividad también impacta en lo tradicionalmente no creativo, como la medición de resultados
El marketing ha funcionado como una suerte de espacio con compartimentos estancos. Cada cosa y cada característica iba en un terreno y en un espacio. Había, por así decirlo, las cosas más subjetivas y artísticas, donde entra la creatividad, y las más serias y racionales, donde esta no tenía nada que decir. Medir los resultados que se estaban obteniendo, sacar las conclusiones en número de lo logrado, entraba directamente en el segundo terreno. La creatividad no pintaba nada ahí.
Sin embargo, las cosas han dejado de ser exactamente así. La creatividad ha empezado a ser medida también y a tener igualmente un efecto en las mediciones. En un escenario en el que hay tanta información y en el que las marcas se enfrentan a una realidad cada vez más y más compleja, la creatividad puede ayudar a encontrar el mejor camino para medir lo que realmente importa e interesa.
Hay que copiar la filosofía de las startups
Este punto es uno de los que se repite una y otra vez en los análisis sobre lo que deben hacer las empresas y es uno de los que también ha empezado a aparecer cada vez más cuando se habla de marketing y de cómo deben actuar las firmas. La filosofía startup también tiene que tocar al marketing y al uso de la creatividad. ¿Por qué ocurre esto? En realidad, esto viene marcado por cómo ha cambiado el mercado, como ocurre en otras áreas y en otros terrenos. El mundo se ha convertido en cada vez más complejo, más dinámico, lo que implica que los creativos también tienen que trabajar mucho más rápido.

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