Did performance marketing kill our creativity?

As the digital world continues to evolve at breakneck speed, there's one question I find myself pondering more and more: did performance marketing assassinate creativity? I had a coffee my friend Martin Dean about this, which led me to write a few thoughts about it.

As we've hurtled into an era dominated by ROAS, clicks, and metrics, I fear we might be leaving an essential element of marketing in the rearview: our innate creativity.

I addressed this in my most recent newsletter: spend 70% of your time on proven elements of your strategy, and allocate the remaining 30% to trying something new—something outside the box.

The Race for Returns

Performance marketing, with its spotlight on instant returns, has without a doubt revolutionized the digital landscape. Businesses can now measure every penny spent, ensuring optimal returns. Every click is a potential sale, and every impression is a notch on the ROI post. While this data-driven approach offers many undeniable benefits, it has also brought with it a shadow that looms large, at least in my opinion and deep in my brand heart.

Another DPA ad? Give me surprise, give me novelty, give me something I haven't seen hundreds of times already!

The Forgotten Art of Creativity

Remember those campaigns that took your breath away? The ones that made you laugh, cry, or even both?

Now, think about the last time you felt that way. Has it become rarer? In the quest for better ROAS and the perfect click-through rate, it seems the industry has placed creativity on the back burner. The very essence of marketing, the ability to connect and resonate emotionally, is at risk of being overshadowed by cold, hard numbers.

I personally feel like the only time we see these campaigns are during Superbowl - and of course; when they go viral here on LinkedIn.

The Higher Bar & The Lost Spark

Performance metrics have undeniably set a higher bar.

Each campaign now needs to not just resonate but also show demonstrable returns. But in this hyper-focused environment, are we losing the spark that made marketing magical in the first place?

Where's the room for risk-taking, for thinking outside the box, for true innovation?

I'm not suggesting you blow your budget on million-dollar television commercials. With tools like Canva, you can produce inspiring ads. I'm urging you to think beyond the norm.

And let's be honest—when it comes to achieving that famous hockey stick growth, which is more likely to get you there: traditional performance marketing or a groundbreaking creative idea?

I know where I'd place my bet.

Will AI Fuel or Fizzle Out Creativity?

In the swirling vortex of digital marketing debates, (AI) often emerges as both the hero and the villain.

There’s no denying the monumental role AI plays in reshaping industries. But the real question remains: Will AI be the torchbearer for creativity, or will it lead us down a path of even more generic, data-centric marketing?

I'm not sure of which stands I would take. I use AI mostly for data analyzing, however I try to keep in mind to play and have fun, which stimulates my creativity.

I deeply like this post from Daniel Arsham in regards to AI.

Balancing the Scales

It's time for a reality check.

While performance metrics are invaluable for businesses to gauge the success of their campaigns and ensure profitable returns, they should not be the sole drivers. There's a universe outside of A/B tests and conversion rates—a universe filled with ideas waiting to be born, stories waiting to be told, and campaigns that can leave an indelible mark.

I feel we need to embrace that - now more than ever.

My hope for the Creative Souls out there

To my fellow marketers, let's not let the scales tip too far.

Let's not forget the passionate storytellers, the dreamers, and the creators among us. Yes, chase those metrics, optimize those conversions, but let's also dare to think differently.

Because at the end of the day, isn't that what true marketing is about?

Let this be a call to action, not just in terms of clicks or sales, but a call to reignite the creative flame that once burned brightly in our industry.

Performance may be the brain of marketing, but creativity?

That's its heart.

Let's not forget to keep them both alive.

What's your favorite campaign lately?