Creative marketing has its place amongst big data

Collecting data has never been so easy with super computers and data processing, but the creative market maintains its still has a role.

With so much information about individual consumers at marketers’ fingertips, big data will deliver products that customers are looking for. But not yet.

There may never be a time where big data trumps creative marketing, argues Mark Warren, president of Warren Business & Technology Integration.

“It would be like putting every meal you’ve ever eaten into a blender – the end result would be as palatable as an attempt to replace creative marketing with a distillation of a virtually infinite blender full of data,” he explained. “I think the solution is that there will always be a requirement for creative marketing.”

Big data, otherwise known as large and complex data sets, is now readily available for companies to access. Whether it’s through determining user activity on social media or how many viewers tune into a Super Bowl ad, big data has changed the way communication and advertisements are marketed.

Companies are able to look through analytics and compare large data sets captured using improved software tools over a period of time or duration.

As Chief Technology Officer for Factor[e], a design and marketing firm, Adrian Duyzer agreed, noting the big data would have a difficult time replacing creative marketing.

“I don’t see where those things overlap,” Duyzer said. “It’ll be hard to ever replace the duties of a creative marketing team.”

Homework into any marketing endeavor with big data is also vital.

“A good creative marketing team will do their homework which will include the analysis of the available data (so big data probably has a place here),” said Warren. “(However), the ‘creative’ part of creative marketing will find synergy between data analysis and ‘adding just a pinch of…‘ art-meets-science approach to their recommendations on how a product or service should evolve to meet and anticipate market needs.”

Part of secret may be determining how to create a great ad may lie in the art of knowing which data should be excluded, argued Warren.

Originally posted in TechPageOne.


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