"Lost in data? Never before have we had so many tools to make our creative work more engaging and effective. Through social listening and keyword analysis, we can find out what people are saying and thinking. Through a plethora of comms channels, we can serve our work to them wherever they are. Sometimes, though, the sheer abundance of data and digital functionality at our fingertips can overpower what should be the sole focus of a creative campaign: the idea."
"Ideas supercharge a message and enable it to land with more impact. Good ideas take time - time that businesses are becoming less and less inclined to pay for. Instead, half-baked ideas are rolled up in the latest trends, visual treatments, animations and applications facilitated by the latest technology, which has often resulted in a sea of sameness (look at personal banking, stock markets apps, online estate agencies and holiday booking apps)."
The marketing industry invested heavily in technology, data and performance marketing alongside the rise of social media and mobile apps. Spending shifted from highly creative traditional advertising toward functional, KPI-driven digital campaigns. Technology and data tools enable more engaging and targeted creative work through social listening, keyword analysis and diverse comms channels, but an abundance of data and digital functionality can overpower the core focus of a campaign: the idea. Ideas require time to develop, yet businesses increasingly avoid funding that time, leading to half-baked concepts masked by trends, visual treatments and tech, producing a sea of sameness. Technology operates in binary ways; creativity requires nuance.
Read at The Drum
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