AS RESEARCH-DRIVEN ADVERTISING (BASED ON NUMBER OF HITS ON A WEB SITE) HAS BECOME MORE CRITICAL IN REACHING FOR THE RIGHT TARGET, HAS CREATIVITY TAKEN A BACK SEAT TO THE NUMBER-CRUNCHING REALITY?

Migliara: While marketing has become more and more of a data-driven process, by no means has creativity or creative taken a back seat. In fact, being on-target with message is just as important as being on target with the audience; the message needs to resonate and communicate in a meaningful way. Getting noticed and creating share of mind with the correct prospects or customers in a highly fragmented media environment is a critical advantage for growing businesses.
I would also add that research-driven marketing and better customer knowledge is now a necessary input to the creative process, and it supports relevant messaging. Knowing the buyer profile or their preferences goes a long way towards connecting.

WHILE CONDUCTING RESEARCH, HOW HAS THE CINCINNATI MARKET RESPONDED TO THE USE OF NEW MEDIA? ARE OLDER DEMOGRAPHICS BECOMING AS COMFORTABLE WITH IT AS THOSE WHO ARE YOUNGER?

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