It seems anxiety over creative work is set to enter a fresh, new phase of grumbling.
The worry is we treat technology like gold and ideas like scrap iron.
There’s a grievance for you.
More to that, industry professionals who aim for better creative work are stewing over the fact too many ads deserve to be ignored.
The same is true for content in all its forms.
Much of it requires improvement just to reach the mediocre level.
Small wonder then that advertising is often snubbed/ignored/rebuffed/ridiculed.
Well, nobody wants to put up with guff, do they?
Proof of that is ad blocker usage; it surged 30% in 2016 alone.
As a marketer, here’s a question.
You’re an ad blocker, aren’t you? It turns out most are.
So how do you get through to people?
Wouldn’t it be an idea to view technology as just one part of the process?
The other part is to create ads and content that have the power to stop people with wit charm and reasoned persuasion.
Why not start by making creative brilliance compulsory so ads don’t come across as a blunt instrument.
Why not stop taking advice from tech companies who wouldn’t know the difference between drab, wearily familiar ad speak and a teacup.
That teacup jibe may be a bit much, but ask yourself … do tech companies have a real and abiding interest in looking after your customers and prospects? Probably not.
With that ‘not’ response comes a question: without ideas imaginative enough to stop people, what hope do you have of converting them?
As someone who probably knew more about imaginative thinking than even Bill Bernbach, David Abbott valued ideas. They were key.
He worried about boring content and had doubts digital technology alone could be effective.
‘Shit delivered at the speed of light is still shit’ … that was his take on it.
Happily the last chapter on all this has yet to be written.
As David Abbott might have said, there’s sense in combining amazing digital technology with creative work that has value.
That way you’re more likely to stop customers and leave anxiety to those who deserve it most.