Inovação é tudo que um negócio digital precisa?

Neste artigo, nossa Gerente de Comunicação, Luísa Monteiro, explica (em inglês) por que ela acha que inovação não é nada sem propósito. Confira:

One of the greatest hypes of the ad tech market, innovation is a core requirement when advertisers are looking for digital partners. There’s a reason for that: business partners own areas that are totally dedicated to discovering new processes and ways of analyzing data for a “better understanding” of the ecosystem, the competitors, or the consumers themselves. Innovation is a trend, too, among the consumers – according to a Kantar Global Monitor research, 74% of people consider experience a must.

However – and that is to be said especially about the tech sector – innovation itself, is not everything. Innovation comes as a result of creativity, not the other way around. Not only is it important to know how to measure and automate the different aspects of a business, but it is also important to have clarity on what conclusions we can take from those data . And this is the value of a digital business partner.

For businesses that are dedicated to innovation (and innovative by design), creativity is a source for data, data is a source for insights and insights are a source for inspiration. This inspiration creates love brands. And isn’t it what brands all look for in the end?

In a nutshell, it means that even though innovation as a concept is highly attractive, not all of it is inspirational nor relatable to people. Take flying objects for an example.

Whereas both flying cars and drones were designed to revolutionize the solution for some of our modern society’s issues (parking, traffic, distance, and geographical features), only drones are innovative and viable/real. They can be used as photo takers, food deliverers, and even advertisers – as seen last year with TIME magazine’s cover:

Time Magazine for June 2018, was all about drones – layout included.

The same lesson that suits posh creations, like the flying objects, goes for advertising and brand building: it is clear that impactful, unprecedented campaigns are necessary and bring results, but one must see the bigger picture. Our interconnected, online world, in which people worldwide spend, on average, 6.42 hours a day on the internet, has an infinity of opportunities for digital business partners to be innovative, relevant and efficient at once. 

Data-driven digital marketing is, by itself, an example of that. Even though it might seem simple to impact a certain audience based on their navigation path, it is a practice that requires innovative technology. It’s through this kind of innovation that brands can focus their marketing efforts to better segment their target audience, tell them a story, work brand recall, foment engagement from a vast array of creatives, promote interest and raise awareness. In addition, target beyond the audience’s purchase basket and work on their recurrence and loyalty. 

Therefore, while considering different aspects of their digital transformation, it is important to find data-driven partners that focus not only on innovation, but on its practical applicability and on its power to inspire both the ecosystem and the final consumer.

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