ENGINEERING IN ADVERTISING - A CREATIVE PARADOX?

When the term ‘Engineering’ is mentioned, the first images that strike the mind are that of either mechanical or tech-oriented activities and objects. Not for a single moment do we associate something creative such as advertising with engineering. Truth be told, engineering is prevalent and necessary in every industry there is. Even advertising which is seemingly a creative industry with no correlations to engineering as such, needs some amount of engineering applied to it to make it effective and functional. How you ask? Here’s how..

10 WAYS ENGINEERING HAS ENHANCED THE BRANDING/ADVERTISING INDUSTRY

• The foremost advantage of Marketing engineering is that it instantly turns haphazard ideas to systematic approaches that are focused on the project’s main goal and keeps it from wavering in other directions.
• Engineering in advertising helps in market research and provides data more efficiently and accurately which can in turn, be used to generate revenue better.

• Strategies like SEO (Search Engine Optimization) and Keyword Analytics have gained a steady momentum and have become an integral part of advertising and branding processes. This is solely due to the involvement of engineering in advertising since any analytical and statistical approach requires some amount of engineering knowledge to it.
• OOH – Out-Of-house advertising or Outdoor Branding as it is better known, requires engineering fabrications and installations to be set up and be an effective marketing tool for the brand or business.
• Engineering facilitates the very process of development in any advertising medium. For instance, a good website speaks volumes for a brand in the market. For a good website to be made, engineering has to be applied in is developmental stages right from encoding to programming to hosting it live and so forth.
• The world of digital marketing has taken over every business there is. Digital marketing is a vital part of a brand’s brand-building process. Digital marketing however, cannot thrive without engineering interventions in the area of tech development.
• Data-based decision making is another aspect of engineering being applied in advertising. Instead of shooting in the dark with probable hunches, now it is possible to research well into the data of a brand and then make informed decisions on moving ahead.
• Problem solving has become a lot more efficient with the intervention of engineering based approaches in advertising. With data statistics to back up, a problem gets solved right at the very root of it instead of whiling away time and resources trying to find it.
• It is true that Information is wealth. Therefore, with the advent of information technology, it has become all the more vital for engineering to be integrated into advertising strategies merely for the purpose of bridging the gap between conventional methods of advertising and adapting to the current trends.
• CRM – Customer Relationship Management is another area where engineering solutions have enhanced advertising. Maintaining steady communication with customers through periodic advertising material such as newsletters, emails, digital campaigns, social media campaigns and such is crucial to a brand’s establishment. This has been made easier and more systemic with the onset of engineering solutions in advertising.
• Thus. It is safe to state that engineering has seeped into the very areas that are integral to a business’s growth and development. Without engineering, advertising remains to be merely words and ideas but with engineering interventions, creative industries like advertising can reach even beyond the horizon in that they can work wonders for a brand’s growth.