Are creative marketing types a dying breed?
This is a guest post by Brian Halligan. Over the last few months I’ve had the privilege of getting to know Brian, the co-founder and CEO of HubSpot, author of “Inbound Marketing: Get Found in Google, Blogs, and Social Media,” and an EIR at MIT. You might think that a “Modern MadMen,” as Brian refers to me, and an inbound marketer might not have a lot in common. But in fact we do. We share an understanding of how much has changed and just what it takes to market in the new age. Enjoy.
Are creative marketing types a dying breed?
By Brian Halligan
I have been thinking about my mom and dad sitting on their couch in 1979 watching “Dynasty” and being interrupted five minutes into it by an Irish Spring soap ad. Something remarkable happened after that ad played: my dad actually spoke with my mom about soap and they decided to switch from Dove to Irish Spring! I think of my parents today sitting on their couch watching “The Office” and being interrupted 5 minutes in by an Irish Spring ad. Something very different happens this time: dad grabs the clicker and either fast-forwards or turns to ESPN.
In those pre-historic times before the age of cable, DVR’s, and clickers, I might argue that the key factors in order of marketing importance were time slot, segmentation match with the product to the audience, and then creativity/quality of the advertisement itself. In other words, it was important for the advertisement to be creative/good, but mom and dad were going to hear the message by hook or by crook.
I have heard many people argue that creative marketing types are becoming obsolete. I don’t buy it. In fact, I think the creative marketing type is 10x more important today than it was 30 years ago when you had mom and dad captive on the couch.
To get mom and dad’s attention today, you need to create remarkable content. I use that word “remarkable” because the content has to be so good that it compels other users, content creators and web site owners to remark about it in the form of links back to it. These links inform Google of how remarkable the content is which drives you up the rankings. If the content is really remarkable, it will spread virally through sites like Twitter. Rather than creating a 30-second “spot” for a captive mom and dad, the great creative types today are creating remarkable content that is essentially voted on by the web community through links which will ultimately get it in front of mom and dad if it is deemed worthy. This is really hard and the content needs to be fantastic to spread through a skeptical, non-captive audience.
There’s talk that the quant jocks are taking over marketing, but I think creative types are more important than ever and that the very best creative types who can get through the clutter will be in high demand as we move to a new era of marketing.
I know that I agree with Brian. I have written about it more than once. But what is and who is the “creative type” Brian refers to today? What are your thoughts? Are we only creating for Google’s algorithm, or to surprise and delight our community? Or is it the same?
Comments
Steve, reading your colleague's stuff now, thank you!
Jeff
.-= Jeff Shatucku00c2u00b4s last blog ..Should ideas be ownable? =-.
Great post, great comments, but I am floored that no one is talking about what all this marketing creativity is attempting to do: sell stuff, if not right away then over the long term. As such, to my mind, marketing, sales and product development need to be in constant contact. Further, marketing types should be able to talk intelligently with those who are developing the service or product or blog or whatever and be persuasive in asking for changes. It blows my mind that few large companies do a great job of integrating marketing, sales and product development. Just stunningly stupid!
Jeff
www.cerebellumblues.com
.-= Jeff Shattucku00c2u00b4s last blog ..The Fall of the Wall and the rise of the Internet. =-.
Jeff, good point. Seems like "selling stuff" is the old adage, however. The new marketing thought process is to get people talking about stuff that they *should* buy because it is so great. Less about selling and more about convincing that the product is right for the buyer and getting them to buy. Selling sounds deceptive, like trying to push something on anybody who has a buck to spare regardless of their need. Social Media Marketing through remarkable content is about exposing the right product to the right buyer at the right time. No pitch, no gimmick, just something the buyer needs.
Regarding your link between sales, marketing and product dev... a collegue of mine wrote a great piece on that very subject. Check out the download here: http://crameronline.s3.amazonaws.com/wp-content/uploads/2009/07/Building_a_Bridge.pdf
great thoughtstarters, brian.
creativity will always be part of great branding.
but my belief is that the traditional ad agency-centric model is completely obsolete, and that the future is about brand design, where a brand's mission, fundamentals and story are creatively articulated and communicated through multiplatform conversations.
advertising can be part of that, but not the center. it extends the conversation.
after all, what was the last thing you learned about first through advertising????
creatives have an critical place in designing the brand and its conversations, on whatever platforms they take place. and creativity will always drive the great brands, so it will never go away. but where the creatives work will change.
dk@launchcontrolgroup.com
Creativity will always be king. It's what sets your content apart from the rest and makes you an interesting string on this big tangle of triple w's we call web. I think creating noticeable content doesn't suffer when it's properly manipulated to be found. After all, filling both shoes should be considered an amazing accomplishment and kudos to the being able to master both. Great link by Simon too! --Paul
.-= Paul L'Acostau00c2u00b4s last blog ..marketingfails: @digMktg Thank you for landing your link on @chrisbrogan latest post. It helped me find you and your post on the marketing periodical table! =-.
Remarkable content gets people talking. That's it. Thousands of ads play each day on TV, but there are only a few that you mention at the water cooler. You see hundreds of banner ads in a single sitting, but there are only a handful that a clever enough to get you to mention it to a friend the next day. Creatives manage to figure out what will catch people off guard - interrupt the expected pattern. Like when a hero dies and a villain prevails. You may not "like" it, but who cares if you talk about it with your friends.
Excellent blog post. It mirrors much of what you said in your book "Inbound Marketing".
I think there are three main types of creatives in the field.
1) copywriters and ad-designers. There will always be a plethora of ad guys out there. While DVR is slowly penetrating more households, let's just talk about the Super Bowl. The best ad guys work on these ads because it is the one time a year people watch ads for an extended period of time much like your Irish soap analogy. I still remember how funny the teleflora ad was even though it got poor marks by ad critics.
2) Social Media Mavens. These guys are the most underated marketers in the business. They are not trying to create a single multi thousand dollar ad, but instead create content on a daily basis to engage customers. While I agree this is the future of marketing, companies must have a blend of 1 and 2.
3) The blend thinkers. I will just reference Doritos for this one. The contest for having customers create ads for the Super Bowl was genius. They obtain copious amount of user generated content. Participants are constantly thinking what ad to come up with for the following year (I fall into that category) which may potentially lead to more sales. They then get the added reach of their ad being shown during the Super Bowl.
Anyways, keep up the good posts!!
I think you might be interested in reading this post by Cynic's Rob Campbell, as well. http://tinyurl.com/yzzff6b
Simon -- Thanks for forwarding along the article...I tend to agree with the author. Bh.
Passive, pale and bland does seem to characterize most work these days. And while I don't love the word "infiltrate" (prefer inspire) the point that we have to earn involvement is true.
Tks Brian. Enjoyed your post. I could not agree more this statement:
"I think creative types are more important than ever and that the very best creative types who can get through the clutter will be in high demand as we move to a new era of marketing."
The "quant jocks" are in now the building which is fine. More importantly, their presence is in the best interests of bottom lines everywhere provided their perspective is taken for what it is. There is no substitute for cool, compelling content. That reality necessitates creative thought and thinkers. These people will never be obviated by quant jocks.
I do know that writing a headline to stop a reader in a magazine and writing one that Google's algorithm will like are two different things. But once it gets to content -- blog posts, video, stories -- is there a difference? My conclusion is that the new definition of creativity is not saying it or spraying it, it's inspiring others to share because they see something so valuable, or funny, or rewarding, that they think they'll do their friends or colleagues a favor by passing it on to them. That makes remarkable something that gets your attention, is incredibly relevant, offers enough originality that you don't feel you've seen it before (otherwise why pass it on) and more importantly invites and inspires your participation. Brian's right in that it's hard. There's plenty of bits available but a severe shortage of attention.
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