| Good morning, Marketer, let’s get creative! MarTech contributor Steve Petersen asks an important question: who is a marketer? In asking this, he points out how technology is involving more people throughout the organization in marketing efforts, and this is also expanding the definition of creativity. The “creative” that marketing typically deploys is a message or image. But as we know from orchestrated campaigns, the timeliness of the message is just as crucial to campaign success. Asking the right questions from the data, building the right segments, knowing when to use a creative optimization tool or how to get the most out of conversational AI to keep customers happy…those are all creative efforts, and certainly they’re marketing. Then, there are the new technologies that are helping to build and distribute 3D experiences at scale. These experiences can also be ads, as is seen by the new integration between VNTANA and Meta. That means they’re creative, while also being closely linked with e-commerce, social and even product development. Steve brings up some good points. Lines are blurring and roles are expanding. And so is creativity. Good thing some of the best marketing minds are converging next week to discuss some of these lines at our MarTech virtual conference next week. (Registration is free). Chris Wood,
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