What makes marketing creative? Is it more imagination or innovation? Is a creative marketer more artist or entrepreneur? Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns. But marketing, like other corporate functions, has become more complex and rigorous. Marketers need to master data analytics, customer experience, and product design. Do these changing roles require a new way of thinking about creativity in marketing?
What Creativity in Marketing Looks Like Today
It’s about being an entrepreneur, not a promoter.
March 22, 2017
Summary.
What makes marketing creative? Is it more imagination or innovation? Marketing, like other corporate functions, has become more complex and rigorous. Marketers need to master data analytics, customer experience, and product design. Do these changing roles require a new way of thinking about creativity in marketing? A series of interviews with senior marketing executives helps shed light on how creativity in marketing has changed in the digital age. These trends include creating with the customer, not for the customer; investing in the end-to-end experience, bringing creativity to measure; and thinking like a startup.
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.