Today, as I watch the industry learn how to apply data to their campaigns, I’m witnessing how the starvation of the past is making simple observations seem monumental to marketers. I rarely see anyone talking about their experiences applying data to the definition of creative that is the backbone of a successful campaign: a compelling message and how well it's brought to life with words and visuals.
Compelling content: Who are you writing for? Your stakeholders or your customers?
Sum up the courage necessary to remain strictly disciplined in conversations with stakeholders, or you will bear the fate of siting quietly listening to stakeholders who are more interested in telling you how they’d approach marketing if they were marketers, instead of providing you with useful direction.