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The movement towards data-driven marketing makes creativity the most important asset they can offer.
Specifically, great marketers will engage in creative destruction of data driven norms and disrupt market standards to stand out.
It’s not that they will ignore their customers and their feedback, the fruits of marketing automation’s analysis of big data. Rather, they break the established marketing norms of their peers and competitors built around those tools.
Schumpeter’s economic theory of creative destruction means more now as we seek to apply norms and rules to all that is social and the way we interact. For those unfamiliar with Schumpeter, a watered down version of the theory is that economic development arises out of the destruction of prior order.
With marketing becoming intrinsic to all brands’ long-term health in a distributed world of relationships and interactions, breaking through cluttered “me, too” marketing matters more than ever.
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