In your digital marketing research, you might have frequently come across the term “Creatives” to describe the people seeped deeply in the world of design, art, music and writing.
If you Google ‘what is a creative?’ you receive a rather bland description; clearly written by an academic and not a creative.
“A person whose job involves creative work.”
And an adjective:
“Relating to or involving the use of the imagination or original ideas to create something.”
Unfortunately this isn’t too far off the mark for many in the digital marketing arena. It’s what makes a great creative that we’re going to explore.
Creatives don’t just think outside the square, they live beyond it. Everything they see, hear, touch, feel is received within a different perspective. We’re all creative; but it’s those that can harness and labour over a talent, that will rebel against the norm to form something valuable out of an idea. Those who can apply their creativity logically to ensure it serves its intended purpose, are those who truly succeed.
Creativity never sleeps
Talented creatives incessantly develop and nurture their creative side. Writers are constantly reading, artists are always doodling, designers analyse and critique EVERYTHING they see. Musicians drum their hands and tap their feet, even when there’s no music to be heard.
Great creatives to Anchor, extend the boundaries of their creativity to the benefit of a business, and not necessarily their gift. Some ideas are gorgeous, groundbreaking, and bang-on trend; but they may not suit the goals of the company.
To us, our creativity is only as good as the money it generates for our clients. Getting inside the heads of multiple businesses and fields is not an easy task, and in many ways a mathematical one. When your creative work is an investment for a business, this is the most crucial step.
It’s important for a creative in digital marketing to be aware they’re working as part of a team with every job.
A beautiful website won’t hold strength without great copy. Excellent copy is lost in amateur design. The perfect marriage of content and design will never seen without informed and innovative marketers. Great creatives have insight, foresight and adaptability. Being pliable is essential.
All creative people and digital marketers need to be hyper-aware of their audience. Work must be tailored to meet and exceed the expectations of the target. This can’t be achieved without research, and setting clear goals. Working with the client, great creatives will form a vision for the end result long before they begin a job.
Everyone has different tastes. Welcoming feedback and criticism, and keeping the lines of communication strong, aids the capacity for everyone to work on the same page.
All creatives should follow the results of their work. Analysis is critical to accountability and improvement. Rarely will a great creative think that their work is “perfect” even when it is.
While a great creative is pliable, they will also know when a job simply doesn’t feel right. They will never put something forward just for the sake of ticking a job off a list, or meeting a deadline. They will never sleep well if they do.
Consider your home. You don’t splash paint all over the walls without thinking about whether it will go with the décor, or compliment your style. You want like-minded people to approve and enjoy your colour scheme, envy your colour scheme, and you want it to reflect who you are.
A lot of thought goes into it.
Right Brain or Left?
Whether or not the theory of ‘right-brained and creative’ or ‘left-brained and logical’ is a myth, it is true that creative work in digital marketing should be applied intelligently, and objectively, to serve its intentions well. An inflated ego doesn’t do much for a creative, harnessing the importance of listening and applying a genuine desire to help a business, does.
Each step of a design needs to gently lead the user to where they want to go. Every line of a song should draw a listener to an emotion. Every written word should entertain, answer a question, or inspire action. All great creative work is executed with clear intent. The digital arena is an exciting space for a creative, because it is never without inspiration and possibilities. It is a field in which the innovation of new ideas and methods never dies, as long as we are creative.
We love creatives. We need creatives. They colour the world with design, words, music and art. In digital media, great creatives are often unnoticed. They produce such a stunning representation of your business, so pertinent to your prospects, that people are so busy buying, they barely notice the creators were ever there.
Anchor digital are a crew of strategists, creatives, coders, account managers and techs. We are a digital agency powered by your business goals.
With Anchor in your corner you can expect tailored expertise and measurable results. Our business model is simple: Consult, Create, Convert.
Through close collaboration, accountability and total transparency, Anchor combine the forces that set your digital brand sailing. From the ground up, we’re your partners in the climb.