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.