How To Build a Business-Minded Marketing Culture

Any marketing professional will tell you creativity is an indispensable ingredient of a great campaign or a memorable ad. When work is truly creative, it engages consumers in unique and emotive ways, which is how brands secure mindshare and convert new customers. But creativity is a means to an end – not an end in and of itself. All brands are ultimately trying to drive ROI and get as much penetration as possible with their marketing strategies, and this means creativity has to be guided by a rigorous analysis of outcomes. Even the most creative and in the world won’t be worth much to a company if it doesn’t drive exposure and sales. With the increasing availability of data on everything from online attribution to consumer behavior, the pressure on marketers to demonstrate the effectiveness of their campaigns has never been stronger. That’s why all marketers should remember a few key strategies for developing a strong business-minded marketing culture and getting brands as much as possible for their money.