How to use data to drive your creative
In the ever-changing landscape of financial marketing, data-driven techniques have become critical to success. As platforms such as Google and Facebook offer greater control over audience targeting, you must ensure you deliver content that matches that level of personalisation. These added insights empower your finance brand to alter its strategies and capitalise on the power of data to better drive creative decisions.
Harnessing the power of data
The ability to collect, analyse, and interpret massive volumes of audience insights is at the heart of data-driven creative. As financial marketers, you now have unprecedented access to analytics ranging from user behaviour and preferences, to industry trends and competitor insights. Intelligently leveraging these insights can result in highly personalised and relevant creative campaigns that resonate profoundly with your finance brand’s target demographic.
In today’s climate there is now a growing importance for creativity to produce stellar results alongside other critical drivers like ad placement choices and audience targeting.
A small guide to utilising data
Speaking to The Dubs Head of Social Media, Tara Cimino, she explains, “It’s important for finance brands to strike a balance between creativity and compliance, ensuring creative strategies comply with relevant regulations and ethical guidelines.”
She continues, “Finance brands can utilise creativity in various ways to stand out from the competition by developing a unique brand identity and voice, customer engagement, and interaction that builds an emotional connection.”
1. Understanding audience behaviour
The capacity to obtain deep insights into audience behaviour is one of the most significant benefits of data-driven marketing. Utilising analytics to detect patterns, preferences, and pain points allows you to create innovative content that precisely addresses the demands of your target audience.
2. Scalable personalisation
Building audience trust is critical. Data-driven creativity enables your finance brand to develop personalised experiences at scale, ensuring every audience feels appreciated and understood. Your finance brand can tailor personalised communications around customer demographics, previous interactions, and financial habits. This personal touch has the potential to significantly enhance brand loyalty and drive conversion rates.
3. A/B testing to improve performance
For improved success, data-driven creative should be dynamic and constantly optimised. A/B testing can be used to identify which creative aspects, including ad images, copy, and call-to-actions, are most effective in driving clicks and conversions.
Data-driven insights inform the content that will resonate with your target audiences and provide engaging materials that deliver value.
A/B testing can lead to significant insights that drive future creative decisions as platform algorithms become more competent at understanding customer behaviour. “A/B testing creative across different targeting options is best practice to ensure content that’s resonating most for each audience group is being optimised towards,” says Cimino.
4. Data-driven storytelling
Incorporating statistics into creative storytelling can help your finance brands’ messaging gain traction and authority. Data can provide greater depth to your content, whether it’s emphasising great financial achievements or demonstrating the impact of your services on customers’ lives.
As Cimino shares, “Data-driven insights provide informative and engaging content for finance brands to distribute. Including stats in social media creative drives higher engagement and is an effective way to drive traffic onsite.”
Data is the cornerstone for creating interesting and powerful creative assets, whether it’s designing eye-catching images and infographics or writing appealing ad content.
“Infographics are a great way to utilise existing data and showcase it in a visual and engaging way that’s perfect for use on social media.” She adds, “Whitepapers and research already undertaken by finance brands will be full of statistics and figures that can be repurposed into moving animations or graphics to then entice users to click through.”
Stay ahead of the game
Increasing personalisation strategies can assist your finance brand to remain competitive and relevant as digital marketing platforms deliver greater data and control. Data is becoming an invaluable commodity to delivering exceptional and targeted content. Financial marketers can unleash the potential of data-driven creative to produce remarkable results by studying audience behaviour, personalising ads, A/B testing, and using data-backed storytelling.
Utilising data to enhance your creative strategy is critical to your future success. Cimino explains, “Investing in a creative strategy allows finance brands to differentiate themselves from their peers. Innovation is at the core of everything we do for all our clients.”
Using data to drive creativity will be the critical differentiator for any finance brand trying to stand out, develop meaningful connections with their audience, and generate significant growth in a highly competitive industry.