The Dazzling New Generation of Direct Marketers
- The PowerPoint presentations on many screens were covered with flow charts and graphs in mouse-type so small I could not read it, even though I sat up front.
- Occasionally a presenter would helpfully recite what was on the screen.
- I guessed others in the audience knew all these images and data cold and they were up there simply as decoration or as reminders.
- My sad, simplistic 20th century experience is useless in this 21st century era of whiz-bang data-driven marketing.
- The fast-talking young marketers delivered messages with great enthusiasm, intensity and content. Unfortunately I do not have any advanced academic degrees. All the presentations went way over my head, making as much sense to me as Sid Caesar and Durwood Fincher.
- Nobody talked about old, boring stuff that no longer matters: "offers," "lists," "orders," "guarantee," "price testing," "customer satisfaction," "direct mail," "profit margins" or "allowable order cost."
- Rather, this was two days of amazing discoveries in the worlds of Big Data and social media. For example:
When it comes to data's role in the creative process, we tend to prefer Merlin to Mathmen and Mathwomen. While it may not be the "new creative," data, and the scientists who mine it can uncover big ideas and continually assist in the building of the creative story for deeper relevance and bigger business results. The fear that numbers will be used to kill a creative idea is alleviated by the dynamism of today's continuous and multidimensional data that offers insights to inspire and evolve creative innovations. More importantly, this data gives objective decision support that presents a truer reflection of the consumer's journey and potential response. The future of our industry will depend on the synergy of data analytics and creative, and the fact that numbers and great creative can not only coexist, but also co-create.