WARC：隐形推动者：释放技术的创造潜力（2022）（英文版）（37页）.pdf

1、 Copyright WARC 2022.All rights reserved.The invisible enabler:Unlocking the creative potential of technology A white paper by WARCINTRODUCTION AND CONTENTSUnlocking the creative potential of technologyThe WARC Rankings are the ultimate benchmark for marketers.Every year,WARC analyses winners from t

2、he most prestigious awards for Creative,Media and Effectiveness in advertising and only the best in their fields find a place in the top 100s.This WARC Report,in partnership with the market-leading customer engagement platform,Braze,examines how creativity and technology drive standout customer enga

3、gement,looking at five themes and a selection of case studies drawn from the very best of the best.Creativity drives effectiveness 3Whats driving this?4Five themes that explore the magic of tech,creativity and customer engagement 6View from Braze 7Theme 1 Top of the ladder technology 9Theme 2 Data i

4、nspires the creative 14Theme 3 The memorable middle 19 Theme 4 Collapsing the funnel 25Theme 5 From gaming to the metaverse 31Next steps 36Contents 2 Copyright WARC 2022.All rights reserved.Copyright WARC 2022.All rights reserved.Creativity drives effectivenessA separate Nielsen study also highlight

5、ed how creative is responsible for 47%of a brands sales lift from advertising.Each year,WARC interviews the judges of the worlds top creative awards for their views on what makes campaigns genuinely effective.One particular trend thats been identified over the past year is that technology has become

6、 creativitys invisible enabler.COVID-19 has undoubtedly spurred innovation a Kantar study showed that 53%of senior marketers thought that the pandemic made them More innovative and more willing to try something new.What has changed is how tech is now facilitating the creative idea rather than being