“The answer is a 60 second TV commercial. Now, what is the question?”
My, how times have changed since myopic Creative Directors kicked off briefings with these immortal words.
These were heady, innocent days, long before anyone in Agencyland had heard of credit crunches, the internet or Procurement Departments. When ‘social’ meant ‘outgoing’ and a ‘tablet’ was something you were offered in the loos at awards ceremonies. (Rennie, anyone?)
Nowadays, clients are understandably demanding a lot more ‘bang for their buck’. So what impact does the pursuit of ROI really have on contemporary creativity?
There are more opportunities today than ever before for dialogue, interaction and engagement between brands and consumers during the marketing and sales process. Because of this, the funnel, as we know it, doesn’t adequately reflect the way customers are engaging.
We come to work to create relevant magic for our clients’ consumers. And although, of course, that magic is born out of great insight and a creative idea that resonates, it is generally enabled by technology.
Do you remember the first time you saw a piece of technology and thought ‘Wow, that’s magic!’? Perhaps it was the first time you saw an iPod. Or Google Earth. Or a 3D printer. Of course, all of those things are slightly less magical now – the first two are commonplace in our lives and the third soon will be. We know how they work and that makes them less magical than they once were.
I’ve written before about how we are social beings, and how marketers should shape their services and content to facilitate sharing. Now there is more research, which builds upon this in a way that has significant implications for any brand seeking to ‘lock in loyalty’ among their ‘most important’ customers.
In Josh Clark’s ‘Beyond Mobile’ talk from Mobilism last year, he suggested that the most exciting area for mobile technology in the near future is the space between connected devices. Clark’s example of this is Aral Balkan’s ‘Grab Magic’, a hack using a Kinect sensor, which enabled a user to physically grab a still from a video through a gesture and put it onto a mobile device by touch.