Adaptive Marketing

Can I optimise my brain to be creative?

Cannes is all about the CREATIVITY, and many are wondering how do find the right mindset, can I optimize my brain to be creative. The MIT graduate Adam Horowitz has done research on the biology of a Creative idea through neuroscience, identifying creative breakdowns. The creative breakdowns is when old knowledge meet new knowledge. What’s interesting from his studies is that most of us already know how to maximize the possibilities to enter that stage of creativity, for example Yoga, running, exercise or taking a shower. In that way we can free our minds to get stuck in our own way, mentally.

Being adaptive in today’s digital landscape can really be helped by the use of Big Data. Many brands had just begun collecting it whiles others are masters. One company that is in the forefront of collecting and leveraging on their data is China’s mega company Alibaba. With 200 million shoppers per day and over 500 million active shoppers per month they have more than enough. But to them it’s not just the scale of data it’s the multi dimensions of it. You need to structure it in order to use it properly. They track all meaningful footprints based on 72 behavioral patterns and have created 500 lifestyle segments as the basic target tool.  All with the ambition to understand the consumer and personalize the experience. Brands need to personalize every step of the consumer journey, from the social post to the homepage and the CRM. And in order to really leverage on you big data you need it to be LIVE/REAL TIME big data, adjusting the messages as you go, serving their target group a personal experience the whole way thru the funnel. Off course is it all based on their own walled garden, where transparency is no problem as long as you stay within the walled garden?

Another interesting session on how to adopt into the modern way of storytelling was the one with CNN President Jeff Zucker and Casey Neistat, vlogger, producer and YouTube-creative. CNN has hired Neistat ‘s company Beme to produce content for the younger generation to rejuvenate CNN’s audience. Neistat’s vision is clear. He’s set out to do what he’s passionate about, telling something new “In the newsroom it’s all about tell me something I don’t know”- he says. One thing to learn from CNN co-op with an innovative storyteller like Neistat is that they are letting him create without telling him how. In many ways this is no different from all the influencing marketing campaigns being done all over the world. And the key factors for success is letting the creator (influencer) use his/hers own voice. 

Summarize:

  • In a world when we don’t know which half of our media investment is adding value, we need to personalize the whole consumer journey.
  • Data is king. Companies such as Google, Facebook, Alibaba is all creating their own Walled gardens in order to “help” the marketers and consumer. The problem is that their creating islands within the media landscape, on which everyone has their one language making it hard to connect the one another. In the long run – who’s helping who?
  • Does traditional media need to team up with authentic and transparent creators / influencers in order to stay relevant to the younger audience? Maybe it isn’t who tells the story as much as how it’s being told. After all it’s just stories.   

Written by Fredrik Hermelin