CREATIVITY IN DIGITAL MARKETING

Abstract

The purpose of this paper is to explore the significance of creativity in digital marketing and its impact on the success of marketing campaigns. The present article aims to explore the concept of creativity in digital marketing, to evaluate its impact on campaign success, and to identify the key elements that make these campaigns effective. This work provides a comprehensive definition of creativity in digital marketing and its impact on the success of marketing campaigns. Methodology. Adopting an innovative approach to advertising and leveraging digital channels has been demonstrated to enhance brand recognition, attract target audiences, and foster robust emotional connections with consumers. As a component of the study, a survey was conducted, encompassing interviews with 92 individuals, with the objective of ascertaining the impact and application of creativity in marketing campaigns. This facilitated the acquisition of profound insights into the manner in which consumers perceive and respond to creative advertising appeals, and the elements that render these campaigns effective. Results. In the course of the study, an advertising banner was developed for the Nike sports brand. This facilitated the practical application of the studied creative principles and the assessment of their impact on audience engagement and interaction. The creation of the banner was informed by the prevailing trends in design and digital marketing, thus serving as a prime exemplar of the integration of creativity and marketing strategy. Value / Originality. The authors also analyse how creativity influences consumer behaviour and brand loyalty, and demonstrate the creative advertising created for the company, emphasising its importance in building long-term relationships with customers in the modern world.