La creatividad, ese bien tan preciado en las empresas de marketing

May 24, 2016 Back to blog

La creatividad es un recurso excepcional para desarrollar labores diferentes a los que venimos realizando de manera tradicional. Pero normalmente no creamos algo nuevo de la nada. Es a partir de distintos elementos ya existentes que creamos algo novedoso.

 

Pero, ¿qué es creatividad?

 

Steve Jobs decía sobre la creatividad que ésta simplemente consistía en conectar las cosas: “Cuando le preguntas a personas creativas cómo hicieron algo, se siente un poco culpables porque en realidad no crearon nada, simplemente vieron algo. Les fue obvio después de un tiempo. Eso es porque fueron capaces de conectar las experiencias que habían tenido y las sintetizaron de formas nuevas”.

La creatividad es un recurso excepcional para desarrollar labores distintos a los que venimos realizando de manera tradicional. Generalmente, florece en los momentos en los que nos encontramos fuera de control.

Y no hay mayor descontrol que estar fuera de tu zona de confort. Esto es cuando dejamos de estar “cómodos”. En el momento en que esto ocurre, nos vemos obligados a buscar puntos de conexión para crear un componente nuevo. Es aquí donde nace la creatividad.

Pero -haciendo referencia a la explicación de Steve Jobs- normalmente no creamos algo nuevo de la nada. Es a partir de distintos elementos ya existentes que creamos algo novedoso.

 

idea-Ad-Pure

 

Fases de la creatividad:

 

La creatividad parte de una hoja en blanco. Es inclusiva. Necesita de tus recursos y tu experiencia previa, pero también de irracionalidad. En el proceso creativo nos encontramos con diferentes etapas a considerar:

– Curiosidad: Hemos de fijarnos en todo lo que nos rodea, lo que conocemos y lo que no. En lo desconocido está el reto. Juntando todo esto podemos comenzar a crear.

– Pluralidad: Para ponernos en la piel de otra persona. Lo cual nos dará diversas formas de ver lo que nos rodea. Esta manera de interconectar todo, nos enriquecerá y nos llevará a tener nuevas creaciones.

– Solidez: La experiencia creativa nos pondrá por delante momentos de incertidumbre. Ante esto, hemos de sentirnos seguros para seguir hacia delante. Lo intangible necesita de la seguridad para hacerse real.

– Equilibrio: Entre lo racional y lo visceral, la parte más analítica y la parte sentimental. Detrás de la creatividad debe ir una estrategia, y viceversa. Sin ninguno de estos componentes, el resultado no será duradero.

– Confianza: Hemos de arriesgar y confiar en nuestra decisión a contra corriente. Precisamente, es por eso que se contrata a creativos, para que sobresalgan y creen algo diferente.

 

La creatividad no viene sola, sin una estrategia ésta no trasciende:

 

Sigmund Freud hablaba de lo consciente y lo inconsciente en el individuo. Lo inconsciente responde a impulsos manifestados a través de chistes, lapsus, actos fallidos o sueños, mientras que lo consciente son nuestras conductas controladas. Lo interesante en creatividad es el equilibrio entre estos dos elementos. Sin ello no hay un resultado claro.

Por tanto, lo ideal es abandonar la zona de confort para que nuevos conceptos te invadan. Para lo cual, hemos de seguir los siguientes pasos:

paint-Ad-Pure

  1. Preparación: Nos cargamos de información para preparar la mente para buscar solución al problema que se nos presenta.
  2. Incubación: La va produciendo el cerebro desde un pensamiento inconsciente.
  3. Intimación: Empezamos a intuir que una de las ideas que se nos han pasado por la cabeza es superior a las demás.
  4. Iluminación: Es cuando tenemos una idea clara, sólida y diferencial.
  5. Verificación: Es aquí donde ajustamos la idea al briefing que se nos haya solicitado previamente.

 

La creatividad es una actitud y hay que cultivarla:

 

La confianza en la creatividad es una característica intrínseca en una compañía realmente innovadora.

Tal y como Enric Barba explicaba en su libro Innovación. 100 consejos para inspirarlas y gestionarla, la gente realmente creativa es muy difícil de localizar: “A menudo, su personalidad no encaja en organizaciones muy estrictas. Asimismo, en general no saben gestionar responsabilidades administrativas. No obstante, resultan esenciales para la supervivencia de una empresa innovadora. Son los que de verdad innovan. Debemos intentar ubicarlos en áreas donde se sientan cómodos y contribuyan, con sus ideas creativas, a estimular el ambiente innovador de la compañía”.

 

painting-Ad-Purejpg

Para terminar, nos quedamos con esta frase de Mary Lou Cook: “Para abrir nuevos caminos, hay que inventar; experimentar; crecer, correr riesgos, romper las reglas, equivocarse… y divertirse”.

¡FELIZ Y CREATIVA SEMANA!

Social networks are crucial to knowing where our brand is going and how it will connect with audiences. Major social networks will continue to include new features on their platforms. Following, all the news that will mark the decisions of the brands in social networks this 2017.

[INFOGRAPHIC] Social networks 2017: Everything a brand needs to know in order to obtain an efficient marketing strategy
Read More

Knowing the latest trends in digital marketing will certainly help us establish actions or strategies applied to our business, which will give us greater visibility on the Internet. This will allow us to be able to capture more leads, customers, and ultimately get more sales. 2017 is already here, and with the new year there […]

20 essential news about Digital Marketing for 2017 that every marketer should know
Read More

There exists a phenomenon in the way our brain functions that helps us improve our strategy, like building and reinforcing our audience. Following are a few of them.

[INFOGRAPHIC] Basic psychological concepts to better improve our marketing strategy
Read More

Despite new technological innovations, television continues to maintain its position.  

[INFOGRAPHIC] Television: The medium with the highest return on investment
Read More
[INFOGRAPHIC] The Christmas consumers: How is our behaviour during this peak season towards the brands?
Read More

Christmas is arriving earlier and earlier each year. And while the days on the calendar tell us one thing, advertising puts a lot into it so that up to two months before we are already thinking about gifts, ornaments, last minute purchases and returning home for Christmas. We can say that ads are an inherent […]

The Perfect Recipe for Christmas Ads: Special Top Ten Christmas Commercials of 2016
Read More

E-commerce is the buying and selling of products or services via electronic media such as the Internet. This allows us to be able to collect a series of e-commerce data concerning sectors, gender and meteorology. The latter affects (and much) to purchase decisions online users as to the operations of the companies.

[INFOGRAPHIC] What e-commerce data affects to purchase decisions?
Read More

The marketing campaigns for holidays such as Halloween or Christmas, as well as for events such as Black Friday or Cyber Monday are happening earlier and earlier every year. In cities like London, during the month of August we can begin to buy Christmas products in the main shopping centres.   Black Friday and Cyber […]

Black Friday and Cyber ​​Monday, and how to get a head start of Christmas shopping
Read More

Both events produce a special mood around Christmas, causing more publicity, shopping and the Christams spirit itself to arrive. Thanks to this, selling becomes easy.

[INFOGRAPHIC] Black Friday & Cyber Monday: An important shopping event both inside and outside the U.S.
Read More

When selling online, it’s essential to take into account the seasonal factor. The different times of the year are accompanied by corresponding climate traits: cold, rain, and snow in the winter, and hot temperatures in the summer. But, can we be sure this always occurs? What happens if we have a fairly warm winter like […]

What meteorology and seasonal influences (among other events) eCommerce?
Read More

Infographic: Multiplatform campaigns. The new way of reaching the consumers.

[INFOGRAPHIC] Multiplatform campaigns: The new way of reaching the consumers
Read More

Infographic: Current status and usage of social media.

[INFOGRAPHIC] Current status and usage of social media
Read More

Cognitive biases that influences the mind of the consumer.

[INFOGRAPHIC] Neuromarketing: Cognitive biases that influences the mind of the consumer
Read More

Tips on how to achieve horrifyingly great results.

[INFOGRAPHIC] How to incorporate Halloween into our marketing strategy?
Read More

Up until recent times, we have been watching TV and when the commercials air, we take the opportunity to do things like go to the bathroom or go running to the fridge to get something to drink. Today, it all has changed. Our tablets or mobile phones are with us at all times. Even when […]

TV Sync: A channel with immediate interest from the viewer.
Read More

The content that is streamed does not substitute traditional TV, it is complementary.

[INFOGRAPHIC] Traditional TV vs. TV Streaming
Read More

Internet, one of the greatest winners (after television).  

[INFOGRAPHIC] Global Ads Spend: Summary of 2016 and forecast of 2017
Read More

Real-time Moments of Sync: great opportunities captivating the attention of the TV viewers.  

[INFOGRAPHIC] Real-Time Moments of Sync
Read More

Until relatively recently Halloween was best known as an American tradition, but it seems that many Brits are now firmly digging their claws into the hubble bubble holiday. As the month of October starts, we are likely to witness the preparations and signs of Halloween all around us — people dressed up in costumes, candy […]

Are you prepared for Halloween 2016?
Read More

This type of marketing, also known as real-time marketing is a key factor in your strategy because of the immediacy of response that it gives to brands. That is why they have a duty to be the latest (to the point of even anticipating) the events that cause social upheaval, in order to create timely, […]

What is Moment Marketing (and what is not)? Steps to carry out your Moment Marketing Plan
Read More

To make effective measurements of our campaigns that tell us whether we have reached the return of the deposit or ROI, the first thing we ask is what are the measurable elements in email marketing. When you send an email marketing campaign from a delivery platform, we automatically generate different data that can even be […]

Tips on how to measure the success of our email marketing campaigns
Read More

The summer and holidays are full of activities and events to attend. And the weather greatly influences what happens at this time. That is why our behaviours vary and so do the initiatives we take to perform certain activities and not others different. When it’s hot, we crave different things. Weather forecasts give us the […]

An Olympic summer: How can we take advantage of our brand during this season?
Read More

Back to school marketing and sales

[INFOGRAPHIC] Back-to-school: Marketing and sales
Read More

How to save time and money in your marketing strategy? Keep on reading:

[INFOGRAPHIC] 5 Revolutionary formulas to save time (and money) in a marketing strategy
Read More

Moment Marketing shows how the world is not independent of consumers.

[INFOGRAPHIC] Moment Marketing: Opportunities with our users in real-time
Read More

The Olympic Games have always been a place for brands. Like atletes, the compete with other companies to gain the attention of an audience, in this case, globally.

[INFOGRAPHIC] OLYMPIC GAMES: A place for brands
Read More

Multiscreen consumers are more observant than single screen viewers.

[INFOGRAPHIC] Multiscreen consumers: The most observant of all users
Read More

Steps to achieve success with your Moment Marketing Plan.  

[INFOGRAPHIC] Moment Marketing Plan: Steps to achieve success with your real time plan
Read More

The new trigger from Ad-Pure, TV Sync, lets you synchronize your online campaigns with your TV commercials.

[INFOGRAPHIC] Ad-Pure’s TV Sync
Read More

Moment Marketing is the strategy in the marketing universe that stands out by the speed of reaction and by doing so, the brands arrive to the consumers before any competitor. With the launch and subsequent success of the new App Pokémon Go, we clearly see the consequences of moment marketing on products, as you already […]

How can Pokémon Go and Moment Marketing benefit your brand? Examples of real-time strategies
Read More