Your new post is loading...
... Unfortunately, that’s the wrong question. If there’s anything all that chaos and competition of the past five years should have taught agencies, it’s that too much “creativity” celebrated by marketers and advertisers really isn’t. Advertising creativity has long been a bit of a con job; the media world is filled with costly creative that neither builds brands nor sells products. The better argument is that traditional advertising and marketing firms have pathologically overinvested in creativity while consistently underinvesting in meaningful metrics. An even better case might be made that the multimedia successes of Google, Twitter, Pinterest, Instagram, Facebook, and so on, highlight just how flaccid and ineffective most creative advertising and market work has been. What’s the secret sauce these technologies all have in common? Their creativity is measurable, trackable, and accountable. That’s a winning combination. If you’re a brand manager or CMO, that’s what you should care about....
I don't completely agree, but I understand why he states it.
The articles stresses that the media world is filled with costly creative that neither builds brands nor sells products. traditional advertising and marketing firms have overinvested in creativity while consistently underinvesting in meaningful metrics. I feel that today's consumers are very tech-savy and they can easily identify the lack of credibility that some marketers attempt to facade with creativity. Therefore, marketers should consider investing their resources in technology, data and accountability to establish the brand's credibility.
Creativity in Advertising:
Is is possible that businesses can be too create? An attention-grabbing alternative to creativity in advertising is that marketers are been told they do not need more creativity due to the stress and chaos it causes to competition, arguing that traditional advertising and marketing firms have suffered from over investing in creative advertising while consistently under investing in meaningful metrics.
With a conclusion that the key to success for social media sites such as Google, Facebook, Instagram is their creativity is measurable, trackable, and accountable. That’s a winning combination; this is what brand managers should be focusing on.
The key judging by this article is the accountability, which enables greater creativity as creativity becomes less of a focus point than a measurable means to a business end.