How do you combine creation with conversion?
There’s a fierce debate going on between the branding camp and the conversion camp. You could almost call it a fight between tribes. The branding camp says that the conversion camp hasn’t got a single clue about brands. The conversion camp says it makes no sense at all to still be working in such a dumb and incredibly old-fashioned way. Both camps are right, yet the question is whether being right gets us where we all want to be.
True, if continued beyond a certain point, the digital industry’s collective obsession with gathering more and more data every day is useless. The obsession seems rooted in an oversimplified idea of humanity: if we only take statistics about what people do, and link those to what they say and buy, we can make them the ultimate, unique offer. Marketing heaven.
This is the point where the creative camp strikes back without mercy. Human behaviour is incredibly much more complex than the data boys would like us to believe. The easier to get it, the less we like it – and this goes for any item. Since we are subject to increasingly sophisticated temptations, we seek our refuge in items or actions that we feel are alternative, truly individual or authentic. Camp creativity knows that in the real world, mankind is much more dynamic than the Pavlovian dogs that inhabit the world created in the minds of data guys.
What this world needs is someone to build a Camp Seduction, based on the best both camps have to offer. With data-driven creative concepts that surprise people, touch people, move people and which, because of their ultra-smart conversion machine, lead all the way to sales.
The possibilities of data allow us to play the seduction game, and play it smarter at every level. So let’s stop being so condescending about the C-word. Conversion can be unbelievably sexy. What’s unbeatable for me, is seeing how all the pieces of a campaign fit together, and how the engine of the S-machine starts throbbing like a Harley-Davidson.
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