Creativity and new media

Perhaps in no other area of marketing than new media is the proper use of creativity more important. Why? One of the things we’ve learned this term is the power that new media has to engage and provide a deeper connection with the intended audience. However, attention is fleeting for those marketers who don’t understand how to incorporate creativity effectively in new media. Each form of new media has its own criteria for creative. From short films to blogs, the right balance of creativity is key.

Take a look at the Cnet blog on this topic: http://news.cnet.com/8301-10784_3-6114391-7.html In the article, it notes that creativity is really the key to developing a winning message. This means that although marketers are presented with powerful tools with new media, it’s only really effective if marketers know how to use that tool effectively. Creativity is further explored here, at http://www.nmc.org/vodcast/why-creativity-matters.  In this blog, Dr. Larry Johnson, CEO of The New Media Consortium, ruminates on why it’s so critical to develop content with a keen eye towards creativity in his thoughts on virtual world ‘Second Life’. While it’s not a direct parallel to new media, Second Life is a form of social networking. It’s a good example of how new media is influencing our lives in multiple ways, from work to leisure.

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