Quit Being So CreativePosted by on June 1, 2007 at June 1, 2007 5:36 PM
I recently attended a meeting where a panel of experts from various agencies weighed in on the ongoing changes of our interactive marketing world, making some interesting points along the way. However, the discussion turned laughable as they went on to say how clients should quit worrying so much about ROI, how measuring clicks and click through rates absolutely threw them off the handle and overall how their award-winning creative brilliance is what ultimately drives results.
Wrong. Creativity is one piece of the proverbial marketing pie. Great design, coming up with the big idea, finding unique ways of branding...all deserve a big pat on the back. But all of this is useless if it’s not doing anything for the client involved. Loosely translated: If your “brilliance” isn't making the client any money, you're out the door and they're moving on to someone who will - no matter how many trendy t-shirts your creatives own or the number of caramel macchiato lattes they suck down each day. You are only as creative as your client says you are. I believe it’s the creative minds who also understand the importance of bridging the gap between creativity and strategy that will win the hearts of their clients, and probably a few awards along the way.
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While your premise is correct, you do no self service in bashing the view of the "creatives". No one will argue that a web site that receives no hits is useless, despite how beautiful or original it is. However, a web site that receives millions of topical hits and then does not retain the consumer is just as useless. For example, the "get a free ipod" pop ups generate plenty of hits, but when the consumers discover the hoops they will have to jump through, there is no back end conversion. Internet communication is a fine balance between getting and retaining consumer engagement. In the future click data will be virtually worthless compared to the depth of information that is available about the consumers interaction with your site. Get them there anyway you want, but if you cant keep them there, you might want to send over a few pair of diesel jeans and a nice espresso maker to your local creative shop, or you will be sulking in the street with your striped shirt and pink tie.
Posted by: NF at June 19, 2007 9:49 AM
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