We recently wrote about a journalist who covered Cannes and wondered if AdLand could leave tech alone in order to concentrate on people.
We somewhat agreed, and added our own thoughts about it.
The main point in the article, and one of the major shifts in our advertising environment, is the use of technology. Technology makes it possible for consumers to see your ad without even searching for it. It can use techniques like predictive modeling and marketing analytics to show ads to consumers based on how they act online, or what they bought while using their email.
Of course, it is all well and good…until it isn't.
One of the special things about advertising is its creative nature. People can be research geeks, but unless there's a touch of creativity (the human touch), the ad campaign is bound to come up short of its potential.
Note: We said “potential.” Can one ad be successful without the human touch? Sure. But imagine the sales if the ad campaign connected with the customer in order to not just get the quick sale, but to take time to build a relationship for the promise of future and reoccurring sales.
Has technology snuffed out the creative?
Yes, we, too, are susceptible to the hyperbolic question. We figured you'd understand.
No, we would agree that there are plenty of creatives in the industry who showcase some pretty neat things, but the chains of ROI and nonsense about the quick bottom line from our delightful C-Suite overloads must be relaxed, if not forgotten.
That's another story.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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