Something to Think About

Recently I found myself involved in a group debate: The question: Do big ideas still matter, especially in digital marketing?

It’s an important question.  I spent the first twenty-five years of my career chasing the big idea.  Back then, nobody questioned the need.  We were all looking for an idea big enough to cut through the clutter.  Big enough to be memorable.  Big enough to form the foundation of a durable, long-lasting campaign.  Big enough to sell.

Opinions today differ dramatically.

One half of our group argued that big ideas were still critical to success in digital marketing — that nothing fundamental had changed.  A big idea is an essential foundation of any successful marketing program.

The other half felt otherwise.  They argued that the real power of digital was the ability to measure everything, to learn in real time, to test lots of different ideas, and to optimize your way to success.  In other words, start with a lot of little ideas and go from there.

I’ve given this a lot of thought and have come to this conclusion: Big ideas are still important, but they look different.  In today’s world, it’s rare that a pure advertising idea will get the job done.  Advertising has become compromised, so while it’s still important, it’s just not enough.

Consumers have become much smarter.  They expect more than clever ads.  Today, a big idea must be focused on providing something of value to the customer.  The proliferation of digital touch points provides the platform to deliver that value.  whether information, community, analysis, or entertainment, it’s that value that will truly set a brand apart in the marketplace.

Look there for your next big idea.