How Can Marketing Creativity Be Reignited? Next-Gen Automation!

Marketing creativity died when we needed it most. Although the exact time of his recent death is uncertain, there is no doubt that the cause: suffocating under an avalanche of data.

Yes, the data significantly improved the ability of marketers to track performance, but it resulted in the unintended effect of moving marketers from creative “brainpower” to a practical workforce. And when you add the hyper-segmentation that drives your marketing strategy, it’s clear that the bag is sealed with creativity.

Today, marketers start with audience selection and then develop ads designed to resonate with specific niche markets. They make decisions based on auditory behavior: how and when they are involved, etc. They have a continuous cycle of performance feedback to shape and optimize future campaigns. A low entry barrier leads to a fierce market, more focused on numbers than creativity. Marketers spend most of their time organizing data, instead of using it in different ways

Arts and Sciences

Marketers struggle within a paradigm in which data and creativity come into conflict: being creative means innovating and trying new things; to be guided is to follow what you know in numbers.

The key to the coexistence of art and science is … automation.

When collecting, mapping, and modeling data, marketers have ample time throughout the day to take advantage of the insights the data provides and apply it to creative strategies, not just to track data.

Marketing, like all business functions, is limited by the availability of resources as it pursues its goals. If resources are released from daily activities, they can be spent on more creative activities. When marketers are not forced to spend half a day analyzing data, they can spend more time interacting with customers and enjoying other tangible experiences that fuel creativity.

From Tesla to Waymo

At the moment, marketing automation is just a “tool” that depends largely on human capital to operate its levers. It is like a Tesla, which is often (incorrectly) described as a car that drives itself.

Of course, Tesla does many things on its own; however, a human manager is still needed to make most decisions. The steering wheel, accelerator pedal, and brake are essential features of the car’s design and should be used by the driver. As with current media buying platforms, if there is an opportunity to interact with technology, we assume that it cannot function entirely independently and that we need our “help” to achieve the desired result.

This is the kind of total automation needed to buy media in the future state of marketing. Marketers will continue to achieve their goals. Technology will decide how best to make and implement those decisions.

Free from their “management” responsibilities, marketers can dedicate time to activities that can increase creativity: whiteboard, the latest design trends, idealization, brainstorming with a high impact on content, and so on. They can change the focus of the ad format and create more creative content in the ad – that’s exactly where your goal should be.

Automation is evolving from “resource” to pillar

Marketers will benefit from this new model. Technology will no longer be a marketing tool. It will be a central pillar. Data scientists will be able to shift their focus from simple data management and spend more time and resources experimenting and learning new models.

What the future marketing situation means for companies.

Faster decision-making, more efficient cost allocation, and a significant increase in return on human capital are expected. Most importantly, brands can dedicate more time, energy, and resources to the core of marketing, creating good creativity.

They will regain the ability to overcome satiety and divert attention from their prospects and customers through choreographed user experiences that highlight individual interests.

Automation is definitely for marketers

This future state of marketing is a suggestion, if not. Accenture predicts that the $ 1.25 trillion spent on digital transformation in 2019 will grow rapidly to almost $ 2 trillion in 2022. By then, more than 60% of global GDP will be digitized.

In the future state of marketing, digital transformation will be a crucial game. Brands that do not embark on this transformation will simply not survive. However, creativity remains the key to competitive differentiation. The simple fact that you have time to invest in your creative side: reading, art, music, etc. This gives marketers an edge over the competition, which is necessary for developing their personal careers and developing great content to support their promotional brands.