Creativity and experience matter more than ever.
Daily we are subjected to a constant barrage of marketing messages. From text messages for discounts from our favorite yogurt establishment, to emails from strangers, to online advertising featuring talking Geckos backed by Berkshire Hathaway’s unlimited media budget. It seems that there are neither limits nor boundaries that marketers will not exceed to try to get our attention.
Because we carry the internet in our pocket, we are at risk of information overload. Already we have short attention spans and our tempers are getting even shorter.
That is precisely why creativity and experience matter more now than ever.
Humans respond to creativity. We are attracted to design, color, shape, and imagination. We want to associate with experiences. And that is the essence of great advertising and marketing. Corporations and their brands spend billions of dollars every year trying to gain a foothold in our consciousness, hedging their bet that when we “need” something, we will select their brand over the competition.
Algorithms can be creative but they can’t replace creativity.
It seems in the digital universe of search, some have decided that efficiency and scale are all that matters. The selling of keyword search terms have turned search engines into the largest advertising agencies on the planet. Forgoing strategy and concept for the sake of efficiency, thousands of small brands compete for customers through paid links, hoping that the phone rings. Unfortunately, the only brand differentiation for paid links is the price you pay for the search term.
Digital is disruptive, but it’s also disposable.
Hindsight tells us that digital advertising and marketing has been a disruptive force to traditional media and advertising channels. Yes, it has taken its toll on newspapers and magazine subscriptions and advertising revenue. Digital channels are more efficient, use fewer natural resources, and are capable of getting to market faster. Nevertheless, for all of its efficiency, digital content is disposable. No one collects digital pages or ads because they were moved to action by the photographer’s skills in capturing the emotion of the moment, the art director’s sense of design in bringing the images and copy together, or the copywriter’s nuance for tone and style.
Are you experienced?
Navigating the waters of traditional and digital marketing is a balancing act. Follow the digital evangelist too far and you can slowly drown in a maze of platforms and data. Follow the traditionalist for too long and your brand becomes stodgy, or worse, irrelevant in a connected world.
As we survey the current state of advertising and marketing, we need to remember that what we have before us is a product of our own making. Great brands understand the need for innovation and are not afraid to try new strategies and tools, but they also remember the creativity, experience, and imagination that helped them get where they are today.
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