Are we fast becoming DATA ROBOTS?
Technology and Creativity – can we have both?
The problem is that creatives find data boring. To them, data is rational and great creative isn’t! Creative people insist it’s all about the idea while data-analysts say forget the idea, we can target by mood, lifestyle and behaviour. The further away these two camps gravitate from the centre-line, the less effective the outcome. The best marketing ideas meet in the middle.
While data is important it can’t be used in isolation. Creativity can suffer when marketers are too quick to jump to a solution that is solely data-driven. If harnessed correctly data and technology can fuel creativity… Look at data as an enabler for creativity rather than a separate entity. Data needs creativity and without data creativity can be meaningless.
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“Technology is nothing. What’s important is that you have a faith in people, that they’re basically good and smart, and if you give them tools, they’ll do wonderful things with them”.
Get creative with data
Creatives should use data to deliver more effective creative, giving the right message at the right time to the right people at the right moment. In this way, data helps unleash the power of creativity.
Data helps to identify the precise consumer need at any given moment in the journey, and also prioritises the most appropriate channel for message delivery. However, every message needs to be framed in a way that makes the consumer pay attention and feel motivated enough to take action. This is where creativity plays a huge role. Creative ideas are needed to stir feelings and propel the consumer along their journey.
Let’s not forget the human factor
We need to embrace technology in all of its forms. Technology is an incredible tool for understanding audiences and informing creative decision making, an assistant in the creative process. However, it’s important to get the balance right between tech and creativity because, ultimately, regardless of what device or channel that we are using, our messages are being read by human beings. We need to take great care to talk to them, engage with them… it’s the creativity behind the data that creates value that will win their hearts and minds.
Now is the time for the creative process to evolve hand-in-hand with technology.
By Ade Prosser, MD