Good morning: Let’s get creative

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Good morning, Marketers, let’s get creative!

MarTech contributor Steve Petersen asks an important question: who is a marketer? In asking this, he points out how technology is involving more people throughout the organization in marketing efforts, and this is also expanding the definition of creativity.

The “creative” that marketing typically deploys is a message or image. But as we know from orchestrated campaigns, the timeliness of the message is just as crucial to campaign success. Asking the right questions from the data, building the right segments, knowing when to use a creative optimization tool or how to get the most out of conversational AI to keep customers happy…those are all creative efforts, and certainly they’re marketing.

Then, there are the new technologies that are helping to build and distribute 3D experiences at scale. These experiences can also be ads, as is seen by the new integration between VNTANA and Meta. That means they’re creative, while also being closely linked with e-commerce, social and even product development.

Steve brings up some good points. Lines are blurring and roles are expanding. And so is creativity. Good thing some of the best marketing minds are converging next week to discuss some of these lines at our MarTech virtual conference next week. (Registration is free).

Chris Wood,

Editor

Shorts

Quote of the day: “Only one of my top tweets from the last 28 days is a tweet with a link. That doesn’t mean links don’t work. It means you need to earn your audience’s trust and attention. Be human.” Bridget Willard, CEO of marketing agency Bridget Willard

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.