A question that comes up again and again is what’s more important, an analytical marketer or a creative marketer? And I don’t think it’s that simple.
Of course in today’s day and age where data is so prolific and the importance of marketing being on top of the analytics and understanding really how marketing performance is going and being able to drive insight from those data points is really critical. But I don’t think that should come at the expense of a creative marketer.
And from my perspective, I actually see creativity as being about problem solving. Because essentially as marketers, that’s what we’re tasked with doing, day in day out, whether it’s solving known problems or unknown problems, ultimately what we’re trying to do is uncover better solutions and ways to either insight action, get customers to do something and essentially, we’re solving problems.
And so the ability of creativity to think outside the square and uncover different ways of tackling a problem is really important. And so I suppose within a marketing organisation, having both skill sets is really important. And I think from a CEO perspective it’s about having that generalist role. Someone who understands strategy can see and use those various levers, whether it’s creativity levers or analytical levers, to drive the right solution for the business.
So that’s it, that’s my take on analytics versus creativity. Hope that helps.
More on this topic and how it impacts your content marketing strategy in this blog.