Calm down! This is not just another article about how data helps to direct advertising campaigns! With the rise of digital marketing in recent decades, the term “ data ” might give you a shiver every time you hear it.
However, for creative professionals, who are often associated with chaos, creative mess and, typically, more far-fetched ideas than clients expect, data can also be a strong ally.
Everyone's creative process is unique, but it's not hard to find a common ground for information that can help us create more assertively, especially under the pressure of a deadline.
Creating is something inherent to human beings. However, despite being creative beings by nature, it is different when we produce for others. Artistic expression, as the great Brazilian artists do, also relies on data. However, in this case, the information these professionals use is feelings, the way they see the world and their own references, in addition to their history.
This is a creation designed by looking inward, that is, at what these dominican republic whatsapp data artists feel. In this context, it seems a bit robotic to say that feelings can be like data, but for those who work in marketing, they know that this is possible. Advertising creation, which can also be artistic, or creativity applied to innovation and engineering, has a huge benefit from the use of external data.
For educational purposes, it is possible to evaluate different stages of the creative process. Looking at the physiological part of how creativity works in our brain, we know that there is a divergent and a convergent creative process.
For the divergent process, which is usually a starting point, there is more freedom of thought, that is, we can look at external information as a lever for divergence. Any study or reference can bring a new insight, which opens up paths for different ways of looking at a target audience, for example.
In this case, the value lies in cross-referencing data (through a platform or just through your own studies), which usually helps to find unexplored places and opportunities, and which are extremely valuable when it comes to coming up with an innovative idea. It's about avoiding the superfluous and digging deeper, cross-referencing data to reveal other data, and finding the gold.
When it comes to convergence, data is a great tool for separating the wheat from the chaff . Analyses of market trends, information about competitors and a more objective assessment of each idea can help both find concepts that actually fill a gap in the segment of the brand in question and defend them. It is a process that, together with a strategy and planning team, ends up creating content with good foundations and feasible.
There’s also great value in using data to help with the pressure of delivery. Since leisure is essential to the creative process, we can easily become stressed by the amount of things we have to deliver every day. However, not all stress is negative.
Hungarian endocrinologist Hans Selye, in a study published in 1975, entitled “ Confusion and controversy in the stress field ”, divided the term stress into two: “ distress ” and “ eustress ”. While 'distress' is the more common one that makes us want to drop everything and go to the countryside, 'eustress' can be positive, including in the creative process.
With a short duration, the hormonal discharge characterized by it makes people feel more motivated and with a greater capacity for resolution, increasing productivity. And the best of all is that it is possible to turn 'distress' into 'eustress'.
And this is where data comes into play, as it helps to start the creative process with some direction, making it more assertive and enjoyable during the stages of creating and developing an idea. After all, who has never stared at some blank documents, waiting for inspiration to strike?
Although data can be a good ally, the creative process also requires intuition, experience and, above all, rest. A balance of strength is always necessary. This information should be used as a complementary resource to enrich the creative process, allowing creations to be more well-founded and have strength when it comes to coming to life.