There's always been more than one way to solve a problem, and today most businesses are equipped themselves or through their agencies to approach modern advertising challenges from two fronts: data and creative.
Too often the solution chosen is one or the other. We like to solve problems based on what we know and feel we're best at. Unfortunately, both solutions are likely to fail when challenged to stand on their own. Data won't save bad creative and ideas, and great creative and ideas can't save a poor use of data in a world where standing out amidst a deluge of content is seemingly impossible.
But when creative and technologically-driven data are combined, truly meaningful brand experiences that aren't only beautiful and emotional but are also experiences designed to maximize success and target the right people become possible.
It's About Balance
When too much emphasis is placed on data or creative, the other suffers. This is often due in part because one group is involved in finding a solution only to find the other halve's expertise is missing and needed too late.
Finding the right balance means bringing in all and ruling out no potential solutions at the beginning. Get on the same page with what the problem is. The solution is almost always a combination of the two worlds.
We can all get caught up with what we know and what we do, but our biases can cloud our judgement and lead us to overemphasize design or conversions or tone or analytics. Data can inform creative. Creative can inform data. When the two come together, brand's achieve relevance with the consumer and engagement with the message.
We're So Close
Next week Facebook will unveil Atlas, a new ad platform with the potential to rival Google by bringing buying, selling, optimizing and tracking online ads to a single suite. It's key difference is that it targets people based on their Facebook profiles, instead of often unreliable cookies.
The tech is here with Atlas and many others, but technology is not the silver bullet. It's one input of many. From a data side, there's no substitute for incredible creative. From a creative side, there's no substitute for great data.
When the two come together, it's just execution. Advertising hasn't changed. It's still about real insights and ideas. The tools have changed. The style has changed. Bring everything together to improve each other.