Is Social Media Stifling Creativity?

CUNA’s E-Scan Website
August 17, 2010 | COMMENTS

Social media and analytics, although important marketing devices, have come to dominate marketing tactics at the expense of creativity and growth. It's a case of everyone hopping on these current hot trends, says brand consultant Denise Lee Yohn, writing in Brandweek.

Yohn is bothered by certain recent trends: For example, eight of the ten most-read articles viewed by marketing executives on CMO.com focused on digital or social media. The CMO Council notes that 62% of surveyed senior marketing executives say this year their focus will be on analyzing customer data to improve segmentation and marketing.

Has creativity in shaping and delivering the message been replaced with tools and metrics? If so, Yohn considers this a detriment as marketing's success is based on brand identity and positioning, while changing technology quickly makes specific tactics irrelevant.

Here are Yohn's tips for avoiding trendy pitfalls and rejuvenating marketing innovations:

• Stop following the fads. Breakthrough marketing does not rely on everyone's favorite expert, popular conferences, and imitated best practices. Instead, try experimenting with new and different cultures, academic areas, and other diverse explorations.
• Think what, then how. Don't start with social media devices and try to figure out how to create a brand that works with that tool. Start with your message, and then determine the best marketing method to your advantage.
• Plan your marketing with growth intentions. Budgets that help lower the cost of doing business are important, but resources need to be directed to achieving the goal of growth.
• Consider the role of analytics. Marketing analytics look to achieve efficiency, but they don't foster transformative marketing efforts which drive new sales and grow the business.

In this tough economic era, Yohn asks whether the threat of more financial pain has replaced breakthrough ideas with incremental improvements, and stand-out campaigns with mediocre ones. “That may explain it,” she concludes, “but it doesn't make it any less concerning.”

This article originally appeared on CUNA's E-Scan Online Research & Advice Portal. Reprinted with permission.