Daily Bytes: Creativity Matters to Your Strategy
Posted on Tue, Nov 17, 2009
It is Tuesday and Daily Bytes is focusing on strategy. I have picked two posts – one from Randall Rothenberg at the IAB and the other from iMedia. Both posts look at marketing from a strategic perspective and how creativity can matter to building successful strategies.
Creative Content: Why Brands Need to own their content channels
The plethora of digital platforms and tools coupled with heavy consumer digital engagement (social media, blogs, podcasts, photosharing, video surfing and email subscriptions) has prompted a new strategic mindset for many companies. They are more than just what they produce and provide – they are also a media channel with many consumer touchpoints. Some have even said “the company is the media”.
In this post from iMedia, Gordon Plutsky provides an overview of how companies can build their own media channels to achieve their strategic objectives. He references Whole Foods as a leading company creating an effective media channel:
I follow Whole Foods on Twitter and find the information helpful. However, as a loyal Whole Foods shopper, I now want to check out the other channels more.
Other companies building interesting media channels include:
- Best Buy IdeaX: Best Buy’s forum for customer ideas and sharing.
- MyStarbucksIdea.com Community site set up by Starbucks which enables customers to share their ideas for building their business, comment on them and vote for the best ideas.
Strategy Question: Is Marketing a Strategic Resource or a Procured Commodity?
This is an incredibly meaty piece from Randall Rothenberg, President and CEO of the IAB. It is a terrific overviews of the history of the U.S. marketing business and the constant tug of war between strategic creativity and cost efficiencies. It throws into question as to whether the much touted efficiencies made possible by technology will trump creative thinking. I think not . . . because creativity does matter when it comes to building your marketing strategy.