Research on the Impact of Advertising Creative Strategies on Advertising Effectiveness in the Context of Digital Marketing

Abstract

Against the backdrop of digital marketing redefining the advertising communication ecosystem, creative strategies have become a core element for enhancing advertising effectiveness. This article focuses on three core advertising creative strategies: emotionalization, personalization, and interactivity, and explores their influence mechanisms on advertising effectiveness. A survey was conducted among 300 digital advertising audiences through structured questionnaires. Descriptive statistics, reliability and validity tests, correlation analysis and multiple linear regression analysis were carried out using SPSS. The results show that the reliability and validity of the questionnaire are good. Emotional, personalized and interactive creativity are all significantly positively correlated with the advertising effect. Regression analysis indicates that all three types of creative strategies have a significant positive predictive effect on the advertising effect, among which emotional creativity has the strongest influence, followed by interactive creativity and personalized creativity. And put forward suggestions such as strengthening emotional creative design, optimizing the accuracy of personalized creativity, designing low-threshold interactive creativity, and establishing a monitoring closed-loop dynamic optimization strategy. The research provides empirical references for companies to optimize their digital advertising creative strategies and enhance marketing effectiveness.