Marketing has always been a blend of art and science. But the rise of marketing technology has tilted the scales heavily towards the science end of the equation. This is not necessarily a bad thing – the digital revolution has armed marketers with information and techniques that drive more accurate, cost-effective campaigns. Essentially, technology has eliminated a good portion of the “guesswork” traditionally associated with marketing. Again, this is a wonderful development for marketers. Technology allows us to personalize our approach to better connect with audiences and do a better job of meeting their needs and desires. But too much technology can have negative effects – namely, the erosion of creativity.
Marketing automation programs are rapidly becoming “cookie cutter” strategies that rely too heavily on the medium of delivery. The “three emails and a landing page” approach can (and often does) work, but as marketing automation becomes more and more prominent, the impact of a “basic” campaign will quickly dissipate. The deluge of analytics available to the modern marketer is a veritable treasure trove of information. But too often, marketers are held hostage by data points, finding themselves afraid to venture outside of the established thinking.
Going forward, brand marketers must rely more on intuition and creativity to avoid becoming just another source of noise in the market. And brands must embrace creativity and avoid the “safe” approach of standardized campaigns. Great ideas have always been the bedrock of great marketing campaigns. Technology will never change that fact. Technology – if developed and implemented correctly – can help marketers amplify creative approaches. Real-time response measurement can quickly let marketers know what’s working and what’s not, allowing them to adjust and mold ideas into messages that get results – and prove beyond a doubt what consumers want to see, hear and, ultimately, buy from brands.
Marketing technology allows brands to paint a clearer picture of their audiences and develop a deeper understanding of their desires, needs and behaviors. Rather than playing it safe, marketers should harness this information to help them develop great ideas that make a lasting impact on audiences.
As we approach the New Year, my advice to marketers for 2016 is: be bold, lean on your intuition, and create smarter, more personal customer interactions.