The creativity is the basis of a strategy of marketing successful, especially in the industry technological services, where the innovation is key to standing out from the competition. Generate creative ideas can make the difference between a campaign that goes unnoticed and one that connects deeply with the target audience.

In this article, we tell you how to develop creative ideas in marketing, including some theories and methods that can boost your creative process.

Let's get to it!

Why is Creativity Important in Marketing?

The creativity allows to present the technological services in an attractive and understandable way, facilitating the communication of complex concepts to a wider audience. In addition, a creative strategy It is more memorable and can differentiate a company in a saturated market.

The creativity in marketing It doesn't just refer to aesthetics or design, but also to how the story is told. history of a brand, how you interact with customers and how you solve problems in innovative ways.

Theories of Creative Thinking

To develop creative ideas, it is useful to know some theories and models that explain how the creative process works:

Edward de Bono's Six Thinking Hats Theory

This theory proposes approaching a problem from six different perspectives, represented by six hats of different colors:

• White Hat: Objective and fact-based thinking.
• Red Hat: Emotional and intuitive thinking.
• Black Hat: Critical and cautious thinking.
• Yellow Hat: Positive and optimistic thinking.
• Green Hat: Creative thinking and idea generator.
• Blue Hat: Organizational and control thinking.

Apply this theory to the development of marketing campaigns allows you to explore multiple approaches, generating more complete and varied ideas.

Creative Incubation Model

This model suggests that the best ideas often emerge after a period of incubation, where the brain subconsciously works on a problem. To apply it, it is helpful to alternate periods of intense work with breaks or relaxing activities, allowing ideas to mature and connect in unexpected ways.

Lateral Thinking

Also introduced by Edward de Bono, he lateral thinking It involves approaching problems indirectly and from unconventional angles. Instead of following a logical and linear approach, it is about breaking habitual thought patterns to find novel solutions.

Steps to Develop Creative Ideas in Marketing

Clearly Define the Problem or Goal

Before generating ideas, it is essential to define precisely what you want to achieve. Do you want to improve brand recognition, attract a new customer segment or launch a new service? Having a clear objective will guide the creative process.

Research and Analyze the Market

The creativity must be based on a deep understanding of the market and of the target audience.Researching current trends, studying the competition, and analyzing what types of campaigns have worked in the past will provide a solid foundation for coming up with something new and relevant.

Use Brainstorming Techniques

The sessions of brainstorming are essential to generate a wide variety of ideas in a criticism-free environment. Tools such as the brainwriting (where participants write their ideas anonymously) or the technique SCAMPER can be very useful to explore different possibilities.

Incorporate Storytelling

Creativity in marketing It's not just about generating ideas, but also about telling a story. Developing a storytelling A compelling message that connects emotionally with your audience can transform an ordinary campaign into something memorable. Think about how your company’s values, mission, and value proposition can be integrated into a compelling narrative.

Test and Experiment

Not all of them creative ideas will work, and that's fine. The experimentation It’s part of the process. Test different approaches and use analytics tools to measure the results. This cycle of testing and adjusting will allow you to refine your strategies and discover what resonates best with your audience.

Creative Tools and Methods

To enhance creativity, there are various tools and methods that can be integrated into the idea development process:

Mind Maps

The mind maps are diagrams that allow you to organize ideas visually, showing the connections between different concepts. Digital tools such as MindMeister either I look They facilitate this process, allowing teams to collaborate and develop ideas in a structured way.

Design Thinking

He Design Thinking It is a user-centered approach that encourages creativity by approaching problems from the customers' perspective. This method includes stages such as empathy (understanding the user), problem definition, ideation, prototyping and testing of solutions.

Technology and Creativity

Technologies such as artificial intelligence and the big data They can also be allies in the creative process. Tools like BuzzSumo either ChatGPT They can help identify trends, analyze the competition and generate fresh ideas based on data.

Practical Application: An Example of a Creative Idea

Suppose a company technological services wants to raise awareness about a new product from cybersecurity. Applying the theories and methods mentioned above, the marketing team could develop an interactive campaign that includes:

• Storytelling: Create a story based on real cyber threat scenarios, showing how the product helps companies protect themselves.
• Interactivity: Develop a simulation in which users can experience how the product works in risky situations, allowing them to “play” with the safety features.
• Custom Content: Use segmentation techniques to send relevant content to different audiences, such as IT directors or security officers, showing the specific benefits for each profile.