Marrying Digital Marketing Strategy with Creative Messaging

Today’s digital media world provides a myriad of avenues for advertising products and services to potential customers. As marketers, it is not only our job to ensure we are constructing effective digital strategies to establish campaign success but also to create impactful content that aligns with our marketing strategies and adequately resonates with our intended audience.

“Coming together is a beginning. Keeping together is progress. Working together is success.” –  Henry Ford.

At Just Media, we believe that by co-engineering a data driven, hyper targeted media strategy with strong creative content, we are more likely to reach our audience in an efficient manner while driving superior results. This is the core philosophy behind the introduction of Just Media’s Creative Content Studio in 2018 and it has been validated by stronger campaign performance and significant client adoption which has fueled quick growth of our creative practice.

There are many ways in which we can join the power of data driven strategy with content alignment to attain exceptional marketing performance. For example, we can implement an account-based marketing approach that delivers compelling creative that is segmented and potentially even personalized to maximize relevancy and impact. In B2C we can follow a similar track and design content creative tracks that are unique for each audience segment based on different demographic traits or behaviors used in targeting.

It is also important to consider the diverse user experiences that are present with different devices and how this impacts creative strategy. In her recent article published in Psychology Today, Liraz Margalit, Ph.D. Customer Experience Psychologist at Clicktale, touches upon the unique cases in which certain devices evoke specific consumer experiences. Dr. Margalit states, Consumers browsing on phones enter a “fast functional” mindset that is very different from the state of mind they’re in when browsing on laptop or desktop computers.”  Put more simply, audiences interact with content in a particular mindset depending upon the device they are using. The implication is that by incorporating unique device focused creative content, we can further improve performance across the entire buyer’s journey.

The takeaway here is that strong alignment of creative strategy with a data driven, multi-channel approach is the path to success.

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The Importance of Digital Experiences: Customer interactions occur online, so make sure they have a great experience. Liraz Margalit, Ph.D. April 16th, 2019.

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