/* ---- Google Analytics Code Below */

Sunday, October 15, 2017

A Creative Promotion Machine

Just now examining the creative personalization angle addressed here.  A mix of personalization and creativity.  But how much?

AI-Based Promotions – Welcome to the Creative Machine    By Vince Jeffs 

As a Marketer, when you craft successful promotions, you’re especially proud of their creative aspects And it’s understandable because creativity seems our last bastion against the perceived onslaught of machine domination, so we fiercely defend that turf. The tenuous argument being, “robots are no match for human creativity!” This viewpoint, besides inviting a cage match between humans and machines, also smacks of keeping math and machines out any solution, lest boring and stiff digital influences ruin the warmth of our marketing art and experience show. However, for all the aspiring “Michelangelos” out there, it’s time to rethink this, lest you find yourself selling one-off ad creatives at street-side craft shows.

A promotion is fundamentally your story; your pitch in a nutshell – delivered through a channel to an audience of one – assuming it gets through. And the fact that it oozes creativity and garners the right emotional response can be critically important to a customer’s reaction. But what is its true worth? Compared to what? Is there a chance that for most eyes it will succumb to fading into the backdrop with all the other one-size for all advertising clutter?    .... "

No comments: