The Case for Creativity in Marketing

Organizations can tend to believe that, like everyone else, optimization is key to reaching more people. But in reality, this makes all our content look more or less the same. 

Schoolhouse Summary: In a battle between creativity and optimization, organizations, more often than not, lose out on creativity. Your short-term goals might be simple: reach a number of views per month. With optimization, you might reach that; but you’ll lose real and emotional engagement with your audience. So how can you keep your audience engaged for the long run? Wistia makes a case for creativity in marketing with science in spite of popular opinion. Here’s our take on it. 

Do you remember the first time when you received a hand-written letter? Now, do you remember the moment you received an email? Perhaps you do, but we don’t. What neuroscience has found is that what cuts through the noise in marketing isn’t more noise, but rather something different altogether; something that goes against the grain. What is that? Creativity. In short, novelty captivates, automation bores. Novelty inspires, and can trigger an emotional response that creates new memories, while optimization simply adds to the noise. Does the marketing for your school captivate? Excite? Resonate on an emotional level for the long-haul? Consider reading the full article linked below to grasp why audiences choose creativity over optimization. 

Click here to read the original post on Wistia.