While automation technology can do many things, for now humans are the source of the most creativity. But what is the future of creativity in the digital marketing industry?
If you're a fan of AMC's Mad Men, you've likely seen season seven's infamous episode "The Monolith," in which Sterling Cooper's executives - under client pressure - install an IBM 360 computer that completely occupies what was once the agency's creative lounge. This development ultimately drives one of Sterling Cooper's most promising creative writers into the insane asylum.
Matthew Weiner, Mad Men's creator, is making a point that's not particularly subtle here: that automation and creativity are at odds with each other, and that ultimately, automation wins. At the same time, however, in today's marketing world, which is far more complex (and, I'd argue, more interesting) than it was in 1969, the year in which "The Monolith" is located, creativity hasn't been replaced. While it's certainly morphed into a form that Don Draper might not recognize at first glance, it's just as important now as it was then - in fact, it's more important than ever.
Creativity and connection go hand in hand, and I'm bullish about the future of both. The Web has been with us for 20 years now, and creative marketers are only starting to scratch the surface of its creative potential. Bots can do amazing things but for now it takes humans to be most creative. For many of our marketing campaigns it will require creativity to succeed. What do you think about the future of creativity?
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Kevin Lee, Didit cofounder and executive chairman, has been an acknowledged search engine marketing expert since 1995. His years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. The company's unparalleled results, custom strategies, and client growth have earned it recognition not only among marketers but also as part of the 2007 Inc 500 (No. 137) as well as three-time Deloitte's Fast 500 placement. Kevin's latest book, "Search Engine Advertising" has been widely praised.
Industry leadership includes being a founding board member of SEMPO and its first elected chairman. "The Wall St. Journal," "BusinessWeek," "The New York Times," Bloomberg, CNET, "USA Today," "San Jose Mercury News," and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife, a New York psychologist and children.
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