Creativity is the forgotten C in customer experience
Despite the digital advertising industry’s obsession with data, without creativity, businesses may not have customers to begin with, argues Inskin Media’s Matt Newcomb.
Now is probably as good a time as any to reflect on the tectonic shift currently happening in the digital advertising landscape.
A few great names have been the target of rebrands, a few have merged and many have simply disappeared into the ether altogether, maybe never to return.
This consolidation, while necessary, shows us that, as an industry, we undeniably need to be looking away from simply wowing customers with better data points, enhanced segmentation and advanced targeting.
