View profile

How Innovative is Marketing?

Marketing has embraced technology. From social media to data analytics, technology is now embedded in
Disruptors Handbook
How Innovative is Marketing?
By Disruptors Handbook • Issue #62 • View online
Marketing has embraced technology. From social media to data analytics, technology is now embedded in marketing practice, and familiarity with such technologies is regarded as an essential skill for new recruits.
But with all this technology and the development of marketing into a measurable social science, how innovative is the industry as a whole?  
There is a danger in marketing practitioners assuming that their use of technology makes them innovative. Nothing could be further from the truth. Use of technology is neither a marker for, nor a prerequisite for innovation. 
Because marketing is a discipline which deeply involves communication, imagination and cultural reflection and direction, marketing requires creativity to be truly innovative. But to be creative you need to be more than just a source of ideas.  Creativity in marketing - and therefore innovation - requires collaboration, agility and macro-thinking. It’s not enough to have a fragment of a marketing team, developing new products and tech. Innovative marketing requires adaptive thinking across the team. 
The industry has the talent and the potential for innovation. It’s just got to move beyond the technology to execute that potential. 

For: Corporate Innovators
CEO’s greatest barrier to innovation is time
For: Your Crowded Diary
Come and see one of the Disruptors at an event tomorrow night in Sydney!
For: Tech Entrepreneurs
Using science fiction to explore business innovation
For: The Global Executive
How the millennials legacy is transforming everything from modern marketing to the economy
For: Innovation leaders
Crucial to confronting the fear of failure
Don't forget Hack 4 Homeless 15-17 Sep!
Big List of Hackathons in Australia - Disruptor's Handbook
Did you enjoy this issue?
Disruptors Handbook

Latest news on corporate innovation and enterprise startups from the Disruptor's Handbook.

If you don't want these updates anymore, please unsubscribe here
If you were forwarded this newsletter and you like it, you can subscribe here
Powered by Revue