Creativity is the key to great marketing. This sounds obvious, but with the ever-increasing ability of digital technology to collect and analyze data, creativity can easily be lost beneath a mountain of keywords, click-through rates and strategy based solely on data. In support of creativity, Matt Blint of RAPP recently wrote A Call for Creativity on Direct Marketing News. In his short but to-the-point article, he minces no words in reminding marketing professionals that the human element must not be lost.
Not only do marketing solution providers need to keep this in mind, it’s also a good lesson for clients when working with their MSPs. True, a small- to mid-size business isn’t going to need a campaign as large as “Mac vs. PC”, but that doesn’t mean an MSP should crank out uninspired, keyword-laden copy just because it will rank well with Google. If you’re a client who is working with an MSP which is relying only on numbers and forgetting to include a healthy dose of creativity, now is the time to have a conversation about changing that situation.
Data should form the underpinnings of great marketing and an MSP should know how to collect and effectively analyze data from any channel used in a marketing campaign. But data is to a campaign as a building’s frame is to the final structure. The architectural creativity provides the human element and makes a building memorable. Marketing campaigns are similar; it’s the creativity which gives them true value.