Good morning: Let’s get creative

The line between creative and operations is starting to blur.

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Good morning, Marketers, let’s get creative!

MarTech contributor Steve Petersen asks an important question: who is a marketer? In asking this, he points out how technology is involving more people throughout the organization in marketing efforts, and this is also expanding the definition of creativity.

The “creative” that marketing typically deploys is a message or image. But as we know from orchestrated campaigns, the timeliness of the message is just as crucial to campaign success. Asking the right questions from the data, building the right segments, knowing when to use a creative optimization tool or how to get the most out of conversational AI to keep customers happy…those are all creative efforts, and certainly they’re marketing.

Then, there are the new technologies that are helping to build and distribute 3D experiences at scale. These experiences can also be ads, as is seen by the new integration between VNTANA and Meta. That means they’re creative, while also being closely linked with ecommerce, social and even product development.

Steve brings up some good points. Lines are blurring and roles are expanding. And so is creativity. Good thing some of the best marketing minds are converging next week to discuss some of these lines at our MarTech virtual conference next week. (Registration is free).

Chris Wood,



Quote of the day: “Only one of my top tweets from the last 28 days is a tweet with a link. That doesn’t mean links don’t work. It means you need to earn your audience’s trust and attention. Be human.” Bridget Willard, CEO of marketing agency Bridget Willard

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About the author

Chris Wood
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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