Creativity is just connecting things
It's a long, iterative and effortful process
Lateral thinking can help with systematic idea generation.
"Massive digital misinformation is becoming pervasive in online social media to the extent that it has been listed by the World Economic Forum (WEF) as one of the main threats to our society." This paper examined 67 public Facebook pages, half scientific, half centred around conspiracy theories. The overarching finding that misinformation diffuses more effectively across if it aligns to a sub-network's worldview, creating "echo chambers". Also read the man who studies the spread of ignorance.
A 30,000+ word book on content marketing by Pricenomics, a company who's unique approach to content marketing has flooded the internet. This is a must-read, key outtakes:
Providing information that is unique, authentic, and interesting is currency
Every outlet, even The New York Times, gets its traffic from third party platforms like Reddit, Twitter, and Facebook that control most of the audience
Content channels (journalists, social news sites, etc.) are “supernodes” for reaching larger audiences
To create truly unique content identify where your company's data intersects with peoples interests.
A seriously long checklist that I'll continue reference from time to time.
Advertising has radically shifted to be more agile, useful, and relevant in the always-on age of mobile. Yet the foundation of creative work, the creative brief, remains largely unchanged.
Altimeter, conducted research that asked 10,000 US consumers to rate 400 brands across 27 categories along 16 different criteria. Some takeouts:
Customer experience is paramount: the Internet brands in the Top 50 are much more likely to rank higher than their peers on the criteria “makes me happy”
As a group, these brands are much more likely to “make me feel inspired”
All Internet brands fall short on trust — except for Amazon.
Customer satisfaction is a measure of how well a product or service experience meets customer expectations. It's a staple of customer analytic scorecards as a barometer of how well a product or company is performing.
A great creative brief can be the most valued part of the creative process. A bulletproof brief is one that defines, inspires, and benchmarks the process.
Companies are realising design is incredibly important. CNN expects the UX designer job market to grow 18% in 10 years compared to the 5–8% national average. Since 2008, job listings for “UX Designer” have grown a staggering 20,000%. It’s safe to say companies are noticing the importance of design.
Tool of the week
Adsvise is a free tool designed to help designers and marketers get through the mental maze of online ads. All your ad specs in one place.