Is the big idea dead in the age of technology? Are marketers and agencies focusing too much on the technology being used than on creative ideas?
I think the biggest challenge is in marketers or agencies going straight to technologies as solutions before developing an idea. Yes it’s good to have in mind the potential channels we might be using, but this shouldn’t dictate the idea. First things first: 1) we need to understand the business or marketing problem we’re trying to solve, and 2) we need to understand our consumer insight. What’s driving our consumer? What pains them? What’s important to them? How can we help? And so yes this is where data – that’s being generated from all that use of technology – should be able to help. But it doesn’t take away from the fact that we should also be going and chatting with some people in our target audience and hearing what matters to them.
Jodie Collins, Managing Director and Founder of Re/Digital
1. Instagram ousting fake followers from accounts (Channel NewsAsia)
Instagram on Monday said it is booting fake followers, likes, and comments generated by applications tailored to make accounts appear more popular than they actually are.
The crackdown comes as Instagram parent Facebook strives to assure people that the leading social network and its services can be trusted.
2. What does it mean to be digital? (Forbes)
The thing people get wrong about digital that it’s not skills like coding or knowledge such as SEO best practices or even ability to, say, hack into a protected site. And introvert/extrovert stereotypes do not hold up. What I’ve learned since I first started working in digital marketing back in 1994 (!) is that being a digital person is a set of behaviors — a posture you take towards your work and the world.
3. Has the growth in digital stunted creativity in advertising? (Marketing Interactive)
About 67% of marketers find that digital growth in advertising has come at the expense of the quality of creative. According to a survey by adtech company, Sizmek, more than half of marketers said that fully utilitsing their creative within standard ad formats is difficult. They cited this to the challenges in delivering “engaging and impactful” creative.
For all its behind-the-scenes innovation, Google Search has looked more or less the same for the last 20 years: You type some words in a search box and get back a list of links.
The company’s added lots of bells and whistles over the years, but the core concept has remained the same and the experience has pretty much looked the same.
But that will soon be changing.
The social media singularity continues with the arrival of Snapchat Stories-style slideshows on LinkedIn as the app grasps for relevance with a younger audience. LinkedIn confirms to TechCrunch that it plans to build Stories for more sets of users, but first it’s launching “Student Voices” just for university students in the U.S. The feature appears atop the LinkedIn home screen and lets students post short videos to their Campus Playlist. The videos (no photos allowed) disappear from the playlist after a week while staying permanently visible on a user’s own profile in the Recent Activity section. Students can tap through their school’s own slideshow and watch the Campus Playlists of nearby universities.