The Creative Process of Launching a Marketing Campaign

The most successful marketing campaigns aren’t created in one day; there is a method behind this form of creative genius. To get a better understanding of how marketers are structuring their teams and capitalizing on creativity, we held a Twitter chat to learn more about the different approaches marketers are taking.

This last #SMTLive chat was called “The Creative Process of Launching a Marketing Campaign.” We invited Allen Gannett, CEO of TrackMaven, to join us in the office and help cohost this live Twitter chat. After publishing his most recent book, The Creative Curve, Allen has a lot to say on the topic of creativity and its power in the workplace. 

Here are the questions we asked:

  • What does your creative process look like from start to finish?
  • How do you spark creative thinking under brand guidelines?     
  • How much time and value do you put into creativity when launching a marketing campaign?    
  • What is the right mix of personality traits and skills to build the perfect marketing team?     
  • How do you balance the importance of meeting goals while still encouraging creativity?
  • Which digital marketing channels do you put most of your creative energy into? And why?
  • As we are increasingly focusing on automation, data and #AI, how do you see creativity playing a role in future marketing campaigns?

A marketer’s creative process from start to finish.

We asked everyone to share what their creative process looked like from begining to end. For the most part, people listed out SMART marketing goals followed by strategic experimentation.

Step one typically involves establishing goals and objectives along with some market research. That may involve social listening, talking to customers, analyzing audience data, etc. Then came the brainstorming, experimentation and analysis loop.

Everyone had their own way of expressing this, but the general process appears to be the same for everyone — do your initial research to understand your target audience, create SMART goals and then set aside time for brainstorming. Team collaboration is huge if you want to hear different perspectives and get quick feedback. Coffee helps as well. 

How do you spark creative thinking under brand guidelines?

Some worry brand guidelines will hinder their creativity, but really they help us focus our creative energy in the right direction. If you feel defeated by your brand guidelines, maybe you’re working for the wrong brand.

We can all think of brand guidelines as simple parameters to prevent us from wandering off track and keep our goals in perspective. Brand guidelines are the foundational structure, and we marketers have the freedom to create as many variations of that space as we want. 

What makes the perfect marketing team?

Understanding how different personalities and skill sets can benefit each other is useful when assembling a marketing team. Knowing what you’re good at and recognizing where you could use some help is so important in marketing (and business in general). 

So what types of people make up a great marketing team?

Almost everyone brought up “curiousity” as a personality trait that every marketer must have — and it’s so true.

I also really loved My Corporation’s point about understanding you can’t do everything yourself. Especially in today’s world, so many people are trying to be the best at everything instead of owning their own craft. Know what you’re good at and find someone you can collaborate with that compliments your strengths. 

How do you balance the importance of meeting goals while still encouraging creativity?

Creativity and meeting goals are not mutually exclusive. Similar to the question above about brand guidelines, goals are meant to guide you and creativity is used to add color and life to the campaign. Creativity serves a very important purpose of producing engaging and relatable content for your audience, but without goals, you are shooting in the dark.

Where are marketers putting most of their creative energy?

I wasn’t surprised to see most people say social media is where people are focusing a lot of their creative energy. 

Once again, no, social media marketing is not just sitting on Twitter all day. Myth debunked. 

As we are increasingly focusing on automation, data and #AI, how do you see creativity playing a role in future marketing campaigns?

There is a lot of potential with AI, but our own human creativity is one thing that cannot be replicated. It’s time to master your creative skills.

I think Allen’s tweet about sums it all up…

Thanks to everyone who showed up for this chat. Hope to see you all again soon! Check out our schedule for future #SMTLive Twitter chats!

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