Marketing Greatest Hits by Kevin Duncan

Author:Kevin Duncan
Language: eng
Format: epub
Tags: ebook
ISBN: 9781408134382
Publisher: Bloomsbury Publishing
Published: 2019-11-27T00:00:00+00:00

Creativity is pointless without a purpose

Welcome to the Creative Age MARK EARLS

Having a good old play is absolutely fine, but creativity is pointless without a purpose, argues Mark Earls in Welcome to the Creative Age (2002). This seems a more than fair counterpoint, since one of the greatest criticisms of the communications industry is random creativity for the sake of it, with little commercial result. The author is among many to spot that old-fashioned marketing is dead. It used to be about selling more than the other guy, but now it is mistakenly embraced as an organisational philosophy. In other words, most companies now have a marketing department, and as such ‘do marketing’, but that doesn’t necessarily mean that they know what they are doing, or indeed whether they are doing it properly. They set up the systems and go through processes, but if creativity doesn’t thrive on either of those, then they might not get anywhere.

Creativity is our greatest gift, but we don’t always use it effectively, says Earls. Four big things have changed the face of marketing:

1. There is too much of everything

Every market is over-supplied.

2. The end of the consumer

People are now very confident and understand what marketing people are doing.

3. The rise of the consumer as activist

If people don’t like the way a company is behaving, they do something about it.

4. The demanding employee

The company man is dead.

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