Sunday, March 8, 2015

Data Driven Creativity?

Daylight Savings Time begins today. It's time to think about "data driven creativity."

In this era of big data, algorithms, and automated advertising, it is important to remember that customers don't respond so much to details. They don't really care about analytics driven digital adjustments to color, size, features, and media environment driven tailoring for specific audiences. Truly, in that approach you risk "averaging your way to average."

Customers care about ideas. That is how humans think and feel.

The great irony about ideas, is that the more they are parsed, analyzed, and rationalized, the less they become.

So, when someone proposes an analytics driven approach to your communication plan, be sure to step back. Look for the big idea, one that will capture the imagination of customers. Ideas are important. We cannot think without them, they are the very medium of thought and emotion.

Remember my advice. Ideas too heavily scrutinized can become ideas sadly vaporized.

Copyright © 2015 by John Eighmey. All Rights Reserved.

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