Trends, tips & tricks: Focus your communication

Niklas Cuthbert Mehlsen

Combine data and creativity to create hyper-relevant content in 2018.

Brands need to take action and work hard at accommodating impatient and well informed consumers. They need to offer their customers simple and convenient solutions, and they need to do that by combining creativity with data. These were they key points offered to marketeers by Dentsu Aegis Media Network at the Pulse18 conference on November 20th, 2017. Here, the agency specialists predicted how the digital marketing landscape will develop in 2018, within the areas of communication and consumer behavior. They especially emphasised the importance of being a data-driven creative, which is what I will be digging into in this blog post.



“There is a good reason why everyone is trying to figure out data-driven creative. It is no longer a “Nice to have”. It has become the essential foundation for influencing the new distracted consumer”.  (John Nardone, CEO of Flashtalking)

This is how Dentsu Aegis Media Network introduced the trend they called “Data calls for creativity”. They believe that data and creativity must go hand in hand, when crafting efficient marketing. Consumers of 2018 are bombarded with information, adverts and offers from every angle, but they are busy, so they only pay attention to marketing that is relevant to them personally. As many as 71% of consumers prefer personalised marketing! According to Dentsu this approach can be achieved through data-driven creativity. By building your creative campaigns on a solid foundation of data, you can attract and retain your customers and increase customer loyalty.

So why do we here at Lead:famly find this tendency especially interesting? Well, that is because this is exactly the type of marketing strategy we enable through our online gamification platform. We give our customers the opportunity to create targeted campaigns, which both utilize and generate data, and which engages your target groups in your brand in creative and innovative ways. Your customers should not feel forced into handing over their data. Instead they should be challenged, entertained and engaged into sharing their data with a brand that they want to be involved with.

Digital gamification campaigns can be used for several purposes, and can be tailored to communicate to customers at any point of their customer journey. Several of our customers use our platform to craft campaigns meant to engage customers in their brand in order to stay top-of-mind and thus become first-choice in their purchasing process. Others create campaigns with the purpose of generating leads for their newsletter. Even others take advantage of our platform’s flexibility in order to get to know their customers, gather data, and use it as a basis for creating targeted and segmented marketing, retargeting and to inspire customer loyalty. This strategy is spot-on in relation to the data-driven creative trend.

With this strategy you do not simply focus on creating on-point marketing - you also take every single customer into account, their previous interactions with the brand and your products as well which communication channels they prefer.

If you already have a good CRM-system which tracks your customers behaviors when interacting with your brand, your products and your services, then you are in a great position to create efficient gamification campaigns. You can tailor them to a specific target group, by including the topics and products your customers have previously shown an interest in.

But how do you create targeted marketing, if you have not already gathered sufficient data? Then you generate data through the gamification campaign - as simple as that! Those of our customers who use our gamification campaigns for lead generation, also use them for getting to know their target groups, and gathering data. Some of our customers use our personality test module to segment their customers and present them with relevant products. An example of such a campaign is the “Pillow Test”, which was created by IDdesign in order to learn which type of pillow their individual customers prefer. Another example is car dealer Jan Nygaard’s “Which BMW Type Are You?”- test.

These types of tests are super easy, fun and engaging for their customers to participate in and the results lay down a solid foundation for crafting targeted marketing to the test participants afterwards. Gamification campaigns tap in to the mindset of today’s consumers - especially Millennials - and their desire for things to be convenient, easy to use and fast to participate in. Playing in a game or taking a test promotes positive feelings that consumers will come to associate with your brand. It also increases their willingness to share data with you.

Here at Lead:famly it is our experience that even when our customers create online scratchcard campaigns, where they request contact information up front before giving access to the game, their participants are still willing to share. This definitely correlates with the tendency of data being an essential part of creative marketing. So what do you need to do? You need to establish a meaningful dialogue with your customer. If you use your data to construct hyper-relevant communication to your customers, they will be willing to engage with you brand.