If you’re approaching creative the same way that marketers have been approaching it for the past century, then you’re missing the boat and going to be woefully outgunned by competitors who have realized that technology drives creative, not the other way around.
Over the past hundred years of innovation in human communication, we’ve seen the emergence of commercialized AM and FM radio, the birth of Hollywood and the major motion picture market (and sub-markets), video and commercial television in an array of formats, the rise of personal computing and the World Wide Web, the recent rise of cellular telephones, and, just within the past few years, the absolute takeover of the smartphone and tablet.
In all of these relevant evolutions and revolutions, we’ve seen the past paradigm’s creative essentially re-applied to the new technology. Pulp comics turned into radio readings of pulp comics; radio jingles simply turned into TV jingles; static magazine and billboard messages translated to static web properties; commercials designed purely for TV duplicated onto Facebook and YouTube channels; and interactive content designed for the desktop web jammed, nonfunctioning, into tiny smartphone screens.
Yesterday, a radio jingle directly transferred into a TV jingle could work; it got the original message across with roughly the same effectiveness (or so we thought; there was no way to truly measure). Today, agencies and brand marketers must be much more intimately familiar with the social and mobile technologies that drives their message; better still, the technology that their consumers are using should be the thing that actually drives the creative messaging. This is because in today’s complex digital landscape, your message will not translate unless it is sculpted and molded at the outset by the appropriate nuanced technologies.
Let’s chat about this new digital landscape; Stuzo can help you ensure that your creative messaging is built around and with the latest social and mobile technologies, rather than vice versa. Contact us to set up a 1:1 conversation with a Solutions Architect and ask about our hundreds of social and mobile case studies.
