I think creativity in marketing is overrated.
When most people think of creativity they focus on the new, innovative, novel aspects. These things tend to provide the WOW factor simply because they are new, innovative, and novel.
Don’t get me wrong I am all for innovation… but being more creative (on its own) is not a guarantee of better marketing. In fact, I discussed a very creative, albeit ineffective, marketing tactic that no less than three quite illustrious industry consultants mentioned in industry publications, books, and Blogs recently.
Understanding your customers, communicating to them efficiently and effectively, and delivering on your promises sounds boring but it is what good marketing is all about… and no amount of “creativity” can ever replace that.
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