Data Driven & Creative

According to a recent article in WirtschaftsWoche, private equity firms are increasingly investing in the marketing/media sector. Merger and acquisition deals in the marketing and communications sector reached a new record value of $112.4 billion in 2019. Compared to the previous year, the increase is 31 per cent. The list of buyers includes names such as Accenture, KKR, Stagwell Group and Martin Sorrell's S4 Capital.

Investors are relying on the now easily scalable results of AdTech and MarTech. Targeted performance marketing can be used to develop systems that generate far higher return-on-investment than traditional advertising measures. However, due to the high prioritization of performance-based marketing and the associated ad technologies and AI, important components of marketing in the overall context, above all brand marketing and the associated creativity, are increasingly moving into the background.

This purely data-driven development could turn out to be a mistake. Because analyses of current performance data and subsequently optimized advertising campaigns alone do not create sustainably effective advertising that appeals to prospective customers, converts them into customers and binds them to a brand in the long term. According to Professor Mark Ritson, the creative part of advertising accounts for two-thirds of advertising success and should not be neglected. Performance and creativity must work together efficiently to anchor a brand promise in people's minds and at the same time achieve high ROIs.

Only a sensible combination of brand and performance marketing will produce the desired effect in the long run. According to our agency experience, we can confirm this: The more brand-building advertising measures a company undertakes, the better the results in performance marketing.

For this reason, we at DEUS Marketing rely on the interplay of creativity and analytics. We therefore not only base our deliveries on behavioural data, but also draw on far-reaching analyses of the buying persona, on the basis of which creative advertising messages are developed. If you understand the user, you can determine which content is relevant to him, for what motivation, and when. This is the only way to create a sustainable basis of trust and to establish or solidly develop a brand despite the increasing dynamics in the digital world.

Click here for the Wirtschaftswoche article on agency deaths.

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