Wanted: Next-gen marketing tools

Zeus Jones and the Planning-ness conference presents an interesting list on obsolete marketing tools. The merits of each is an interesting discussion in itself, but what's really striking is that many tools listed above are primarily ways to improve efficiency in internal communications rather than improving creativity. But operational efficiency, I would say, is not the biggest challenge for the creative industry today. Creativity is. My money is therefore on relevant tools that boosts creativity and stimulates conversation. To be continued.

Comments

[Edd Lee]

Perhaps these tools are intended to economize our time and allow us to concentrate more on creativity?

[Leon]

Absolutely – theoretically they should be, yet the best example - the creative brief is always questioned as a tool. I'm pragmatic, what works works, and there's no need to reinvent stuff that does the job. But things that are broken need to be replaced.