The origins of great marketing: Data or creativity?

A few days ago, I spoke at the New Jersey Credit Union League’s Marketing Conference. My presentation was on Improving the Member Experience Across Digital Channels. Without getting into the details of the entire hour-long chat, I’ll give you the overview in a single word: data.

BOOOOORRRRRIIIIINNNNNGGGGGG.

But wait. Let me explain.

Data, admittedly, isn’t warm and fuzzy. It doesn’t tug at heart strings or form an emotional connection like a creative marketing piece does. But data lets us identify our audience, the things they care about and their online and offline activities and preferences. By using those data points, we as marketers are able to develop those warm, fuzzy, emotionally connected messages.

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