In the world of marketing, as in many other areas of life, new areas of action, interdisciplinary areas that intersect with each other, and important concepts such as data collection and data analysis are emerging in parallel with rapidly developing technology. There are so many innovations that it is impossible to list them all here. One of the characteristic features of this change – perhaps the most important one – is that marketing-specific tools and technologies are becoming more widespread and accessible, just like in other fields. As a result of this accessibility, many issues that were traditionally the domain of “professionals” can now also be dominated by “amateurs”.
In recent years, we have clearly seen the first examples of this in the field of “citizen journalism”. Non-professionals in many different parts of the world have come a long way in creating a widespread, useful, democratic and anonymous news network with content such as social events, current developments and street interviews.
The biggest reason for this was the widespread availability of technology, especially the technologies that shape the digital world. It is now enough to have a cell phone, an internet connection and a suitable digital medium to publish any news.
Yes, let’s talk about marketing…
Phenomena and influencers In the field of advertising and marketing, it is possible to talk about a serious proliferation, especially in terms of creative content. Nowadays, non-professional content producers are making a name for themselves as much as “creative professionals”. Social media influencers and influencers are increasingly playing important roles in creative marketing processes. Moreover, brands sometimes give them free rein in terms of creative content and rely on their “intuitive creativity”.
Of course, the success of such methods is not certain. However, considering the high interaction criteria and the measurability advantage of digital tools, it can be said that a great return is achieved.
“On the other hand, algorithms, artificial intelligence and automation tools have made it easier to access data. At this point, we have entered an era where “data” is now “data.” This means the following: All human activities, including creativity, are based on detailed data analysis, and our insights have become more analytical. Intuition is still very important for creativity, but only if it is based on data.
So the framework, if not the meaning, of the concept of creativity is changing. And it’s not just about creativity; every aspect of human activity is being “engineered”. This is precisely why “data” is “data”, or a prerequisite.
Let’s go back to creativity…
Creativity is the way to differentiation All this is not to say that creativity has lost its importance. On the contrary, creativity and creative works are still the most effective method of “differentiation”, which has become one of the most important marketing goals. According to Think with Google’s article titled “Now is the time to embrace creativity”, “payments to creatives for creative advertising work will increase by 50 percent in 2021 compared to 2018. * In short, the market has realized the importance of creativity.
But what kind of creativity?
This question brings with it an answer that is constantly changing.
A creativity that uses new technologies, creates a data source with these technologies, analyzes and interprets the data with the same technologies, shapes it with intuition, expands the creative process to include the choice of materials and media, takes into account the formal and contextual variations specific to different media, processes the details down to the finest detail, but formulates all these with a holistic approach.
It seems challenging. But then again, no one has ever said it was easy.
The main issue is to deliver the right message, in the right medium, in the right way, to the right target audience, in the most striking way. These factors lie at the heart of differentiation. However, it is no longer satisfactory to achieve only a few of them; you are expected to fulfill all requirements at the same time. This is essential for your interaction in every possible field.
https://www.thinkwithgoogle.com/future-of-marketing/creativity/open-creative-project/
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