In a recent article published by Mediaweek, author Denise Lee Yohn postulated that the drive toward social media and analytics by CMOs was causing marketing to lose its creativity. Lee Lohn wrote:
All this focus on social media and analytics seems to be sucking the creativity out of marketing. Time was, brands developed big ideas and delivered and communicated them in unique and creative ways. Now it seems marketers are only interested in tactics and metrics…Certainly media and communications have changed, so a big TV spot or newspaper campaign probably isn’t the right approach for transformational marketing. But lately it seems the pursuit of breakthrough marketing creativity has taken a backseat to work on more predictable and achievable efforts.
While there is no question to Lee Lohn’s notion that creativity plays a vital role in the effectiveness of marketing, the concerning part about Lee Lohn’s article is that it positions creativity as the finality of the marketing process. Continue reading 'Marketing Losing Its Mojo? Not So Fast'»
Advertising, Design, Market Research, Marketing Performance Management, Marketing Strategy
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branding, CMOs, creativity, marketing accountability, marketing analytics, marketing metrics, marketing performance analysis, Marketing Performance Management, marketing ROI, marketing strategy, Mediaweek, quiznos, Social Media, unbounded creativity
The publication touts the 100 most creative business people
It is only responsible for Fast Company to publish an article about a CMO’s balancing of creativity and analytics in its most recent issue featuring the top 100 creative people in business. After all, Serfwerks has been touting the need for using data and analytics to drive the creative process (see Unbounded Creativity parts I and II) in marketing since its founding. We’ve seen too many cool and creative ideas and approaches to marketing flounder when it comes to what matters most to business—driving bottom line results. Continue reading 'Thoughts on Fast Company’s CMO Balancing Act: Marketing Creativity vs. Analytics'»
Advertising, Design, Marketing Performance Management, Marketing Strategy, Serfwerks News
| chief marketing officer, CMO, creativity, data-driven marketing, Fast Company magazine, marketing analytics, marketing performance analysis, marketing performance measurement, marketing strategy, unbounded creativity
Serfwerks announced today that it has launched the new web site for Las Vegas-based Par 4 Golf Management. The new site promotes the golf courses operated by Par 4. It also contains a section featuring Par 4′s innovative approach to performance-based management of golf courses.
Par 4 Golf Management operates golf courses in Nevada, California and Oklahoma.
If your organization is like many others out there, you need to make the most of your time and your marketing budget. These days it’s all about doing more with less. Here are a few of the easiest ways to save time and money throughout the creative process.
1. Allow Proper Timing: Plan Ahead
Nothing sucks effectiveness out of a project like not having enough time to get it done well. Getting a truly effective, creative solution and well-thought out end product is a process of research and exploration and does take an investment of time. By allowing adequate time for market research and creative development, you’ll end up with far more effective and creative projects.
With adequate timelines, your possibilities are far more open and budget friendly. Short cutting this process dramatically impacts the research and creative exploration process and consequently your end product suffers. With tight timelines, your project is limited to what can be accomplished in the limited time allowed. Planning ahead will result in you getting more impact and value out of the creative process – better results for your investment. Continue reading '3 Ways to Save in the Creative Process'»
Choosing an appropriate design, marketing or ad agency is important – more important than what drapes to hang in your living room and more important than many things that might keep you from putting in the proper amount of research and thought.
These days price is definitely a factor, however, the adage “you get what you pay for” most times applies. The standard has been to find an agency that either touts itself, has big clients, or has been given some fancy award – but there are some small boutique gems who really know their stuff. They offer big agency services and expertise at boutique shop rates. The point here is that picking an agency should be about picking the best agency for you, not just the best, biggest, or most decorated agency. Continue reading 'Choosing a Design, Marketing or Ad Agency'»
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