Metrics is affecting creativity in Advertising
In this age of new technology solutions and ‘publicity first desperation’ the exciting world of online branding and social media add a new meaning to metric sophistication. The appropriate use of metric is to inform creative thinking and decision making and smoothening the way of accountability. So now delivering a unique brand positioning is becoming an ever tougher proposal as marketers are firmly eyeing on metrics.
The world of advertising is all about making an emotional bonding with people – it’s a blend of creativity and science. It has been found that most of the agencies today are helping clients adopt new technology solutions to better connect with consumers, delivering a completely new level of metric improvisation. In this ever-changing fashion trend, the clients show dependency on the system of Metrics. However, what works best is the creative and strategic communication that seamlessly engages and interacts with target audience.
It would be unfair to forget that brand preference is mostly built on emotional connections and not numbers. There are some great brands out there, who know that the best marketing leadership comes with best creative instincts. Ultimately, it is the big new numbers and not the crunched numbers that remain in a person’s mind long after the initial experience. They are what really make a brand stick with the consumer for current and future recall.
So, undoubtedly it can be said that Metrics go hand in hand with creativity. It will take a greater leap of faith to strongly challenge current client methodology. To challenge conventions and ideas, Metrics are a solid reality, and a more relevant scorecard than an award.
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