Re: iterateMar 19, 2020
Adaptation in a RE:Newed world
Interview with Terry Flack from Cannect looking at the adaptive world.
COVID 19, Voice and Biometrics
Clint takes a look back over the past three months to see what we can learn about the future.
Creativity, marketing, and how these two things fit together
It's reiterate the digital marketing podcast.
Hi, it's Clint and welcome to reiterate, I think since the beginning of advertising, the focus has been on the creative process and creativity. And this leads to the ideas of things like key visuals, big concept, and the creative execution as the primary foundation of how marketing and advertising works.
Sure. It's great to have a lovely looking product. It's fantastic to have a key visual. It really resonates with the client, the target market, the product, the category, whatever it is. But is creativity limited to the visual and audio aspects of the things that we see around us? I think what's happened over the last five to 10 years is that creativity has been misconstrued and put in a box as this idea where things are put together that look and sound beautiful.
Creativity in the new market in the new economy has got a lot less to do with those notions of creativity and a lot more to do with the way in which we use channels. The way in which you use Datta and the way in which we communicate with our customers than simply a great headline with a great visual.
Now. I know that this has created some problems in the industry over the last couple of years, and I see many copywriters, especially battling with the idea of this new creative process. I see many creatives in general floundering because they are stuck in the mindset that it creative execution is the most important thing.
To my mind, creatives, the ones who have the brains to problem solve. And that for me is the key to creativity. Need to be taught differently and need to start thinking differently about what creativity means. Creativity could mean the design of an amazing flow where a customer goes down a funnel, where they go through some experience to help them to choose the product or service that you are selling.
More often than not. This creative process does involve a key visual. It might involve some type of copy, but it involves a lot more than that. And it's really important for creative people, especially new ones in the industry, to stop thinking about the idea of being a graphic designer or an alternate to, or a copywriter or a photographer and thinking of the entire process.
And the cool thing about this is that the new creators have been brought up in this world. Intrinsically understand what good creative is because they experience good and bad every day. The way in which your Yuba arrives, the way in which you order your Uber eats, the way in which you can check into an and B are oral examples of possibly good creative, maybe not good business, depending on where you sit on the thought around those particular models.
But think about how that and the creative experience around a user journey using Uber is fundamentally different to, while that's a really cool visual on a billboard, and because I've seen it, I really think I need to choose an Uber and not drive my car to the pub. So creativity has changed. Well, not creativity, the way in which we need to view creativity has changed.
And perhaps the skills that were valid in the past are becoming more akin to fine art. So illustration, almost poetry on a page. Yes, there's lots of room for it, but there needs to be room for the new idea of problem-solving and problem solving is at the heart of all creative endeavors. So start to think about your creative process a little bit differently.
Start to look at the strategy if you're a creative and start to understand where the creative strategy fits in with the work that you're doing. The strategy says we need to get product X in front of person B and we need them to buy it within 10 days. Your creative process is not about the key visual.
That's the last thing we need to worry about. It's not necessarily about a great copy line. When last did you buy something? Because the copy line was amazing. So Nando's is a great example of this. The creative execution
Sales funnels, user journeys, and why need-states matter
Episode 10. Looking into sales funnels and how they work from a need-state. When do customers become aware of products or services and how they go about the journey to purchase.
Affinity Audiences, In-Market Audiences, and how we pick ourselves.
This week we look a little deeper into audiences, how this AI thing really works and how e can use it right now in the Google Ads Dashboard to enhance our Paid Media performance.
Relevance, On-Demand Marketing and why ads will know what you need.
This week we look into what On-Demand Marketing is, its ramifications for the future, and how we can use it to get messages to customers when and where they need them.
SEM, Backlinks, and why all websites look the same.
What is SEM, how does SEO work and why user experience dictates what websites look like.
Machine Learning, Neural Networks, and why Skynet won't get you, yet.
What are neural networks and what is deep learning? What it this all about and how does it affect each of us and how does it affect marketing.
Metrics, KPIs and why Fans don't matter.
Everyone is going crazy over data and metrics. Be aware of the metrics you are using and how they relate to the need-state of your customer. Steer clear of vanity metrics and focus on the ones that relate to your customer at their position in the user journey and what their need state is.
Voice, AI and what is your WiFi password?
Voice is the new disruptor. It is going to change our devices, how we interact and what we understand to be privacy. Listen to the thoughts of the future of voice and how it will impact your life.
Customer Service, Chatbots and how to become a Psychotherapist.
Dive into Chatbots, how they work, how they don't work and the difference between them and AI. The uses of chatbots and how you can set on up yourself.
Payment Pain, eCommerce and Half Price Sushi.
Choice, eCommerce, and why you can't commit to a Netflix series.
eCommerce should make lives simpler and easier but we are overwhelmed with choice. How can we take the hassle away and make the experience as frictionless as possible?
Visit our website to leave a comment: www.re-iterate.org