Creativity is an aspect to replace user acquisition as the first priority, as a natural consequence of its strong elements.
2020 marks the 25th anniversary of the very first banner advert, which was a tiny rectangular-shaped piece of “web page real estate bought by AT&T on Hotwired.com.” Since that time, advertising has changed forever and will undoubtedly never be the same.
An explosion of online adverts, all purposed at securing as many prospect views and acquisitions as they could, finally became white noise which is to say that over time it actually began losing its effectiveness as for most prospects they looked and felt kind of the same.
Indeed, every company was offering “the same digital experience because they all address the same customer needs, use the same technology platforms, and design for the same mobile use cases,” commented Jay Pattisall, a well-known industry analyst.
“In our pursuit to be customer-centric marketers–to answer every customer need, want, and desire with digital–we have forgotten an important ingredient: creativity,” he added.
“Most experiences look, feel and behave alike. All airline apps allow travelers to check in and manage flights. All QSR apps allow diners to order ahead and skip the line. All fashion experiences look the same. How can consumers tell one brand from another? What companies need is creativity to distinguish their brand,” he summed up.
What do we take from this? That originality and creativity are way more important in any marketing and advertising strategy than any other aspect will ever be. It is indeed what has helped all these big companies set themselves apart from their competitors and distinguish themselves in their niche.
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