Performance marketing

The Marketing Industry Has Overfunded Technology And Underfunded Creativity – The Drum


The marketing industry has invested heavily in tech, data and ‘performance marketing’ over the last couple of decades. But does all this focus on definable return-on-investment prevent the creative leaps that can truly set a brand apart? For The Drum’s Creativity in Focus Deep Dive, Nix Boulton and Dan Srokosz of AgencyUK investigate.

With over a decade of experience in the creative and marketing industry, both of us entered the industry at an interesting time: the age of digital …….


The advertising industry has invested closely in tech, knowledge and ‘efficiency advertising’ Over the previous couple of many years. However does all this Think about definable return-on-funding forestall the inventive leaps Which will actually set a mannequin aside? For The Drum’s Creativity in Focus Deep Dive, Nix Boulton and Dan Srokosz of AgencyUK examine.

With over a decade of expertise Inside the inventive and advertising industry, each of us entered the industry at an fascinating time: the age of digital know-how. We’ve witnessed the launch and explosion of social media, the speedy adoption of mobile know-how (collectively with the introduction of ‘apps’), and The huge shift amethod from extremely inventive conventional promoting into useful digital advertising campaigns closely led by KPIs.

Investment in know-how has sky-rocketed, but has funding in creativity been forgotten?

Have entrepreneurs beneath-invested in creativity? / BP Miller by way of Unsplash

Misplaced in knowledge?

By no implys earlier than have we had so many devices to make our inventive work extra partaking and efficient. Via social listening and key phrase evaluation, We will discover out what People are saying and considering. Via a plethora of comms channels, We will serve our work to them wherever They’re. Typically, although, the sheer abundance Of information and digital usefulity at our fingertips can overpower what Ought to be The solely focus of a inventive advertising campaign: The althought.

Creatives have been pursuing ideas For lots of of years. The invention of a straightforward one Might be the distinction between A great piece of inventive and An unimaginable one. Ideas supercharge a message and allow it to land with extra influence.

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Good ideas take time – time That corporations Have gotten much less And fewer inclined to pay for. Instead, half-baked ideas are rolled up Inside the latest tendencies, seen cures, animations and purposes facilitated by the latest know-how, which has typically Outcomeed in a sea of sameness (Take A look at private banking, inventory markets apps, on-line property businesses and journey reserving apps).

Creativity Isn’t binary

Technology is binary. Creativity, althought, And ideas are merely not.

Creativity caters to complicated human conduct and empathy, one factor That Can’t be adopted by know-how. Marketers typically Wander away Inside the binary nature Of information and fail To know the true potential To inform efficiency.

Data solely informs us what People are doing. It Does not inform us why. Using viewers averages might current a generic perception, By no implysthemuch less it’s the anomalies (People who sit …….