Fundamentally, paid media has the ability to connect with consumers as a real-time focus group. This feedback that <a href="paid media provides -- i.e., whether it's successful or not -- tells the business and the creative team what exactly the consumers want. It tells them whether their messages, products, and offers really resonate with the marketplace.
This is incredibly important for marketers, because you want this coexistence between the creative team and the sales team. You want these two aspects to be in sync.
This paid media feedback loop needs to influence the creative so that the creative can further evolve to meet the marketplace's needs more precisely.
