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Integrated Marketing Association

Creative

Creative marketing is the process of crafting messaging, graphics, or other integral components of a brand’s story in a way that is memorable and reflective of the business. The creative marketing strategy is the blueprint for how a business plans to create and maintain its image, touching on everything from the layout and color scheme of its website to the arrangement of products in its brick and mortar locations to the ethos of the entire brand.

Members of a creative marketing team engage in expressive roles like designing, copywriting, producing, and more. That’s not to say, though, that creative marketing does not involve data. In fact, this team often relies heavily on marketing research and analytics, providing perspective, insight, and meaning from data points. Eventually, they will use that data to create eye-catching and/or thought-provoking deliverables that are both stimulating and functional. In addition, today’s analytics tools give teams the ability to analyze the performance of their campaigns in real-time, allowing them to adjust their approach to ensure maximum reach.

Creative marketing strategies often leverage out-of-the-box approaches and make use of the accessibility of social platforms such as Facebook, Twitter, and the increasingly popular Instagram. Brands with strong creative strategies and a robust presence on these social channels can take their best campaigns further, turning fans and followers into brand advocates with a high propensity to engage in self-directed, word-of-mouth advertising on their behalf.

Note that ‘a creative’ is also the terminology sometimes used to describe a professional in the art, marketing, or advertising space. A copywriter or graphic designer, for instance, might refer to him/herself as ‘a creative.’

If you need help in finding creative resources, please check out our vendor directory here.

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