Ideas: Scalability Versus Creativity
In a recent article entitled, “China, India Offer Marketers Opportunities for Scalable Ideas,” AdAge touched upon the scalability of ideas and how in certain situations, ideas that scale should come first, followed by creativity. Using China and India as examples of areas where scalability are keys to a successful marketing strategy, the article points out that in markets like Western Europe and North America, “digital technology is often ahead of other regions, and the consumer engages with the online medium at a deeper level.” Further, the article goes on to say that “ideas that ‘wow’ you and break through the clutter in a big way are more successful” in those regions. Conversely, AdAge notes that marketing campaigns focused in areas like China and India need to be focused more on the scalability side and not necessarily on the creativity. While the ‘wow’ factor is great to have, in regions where population growth continues to climb, being able to develop ideas and strategies that scale means that you have the potential to reach every single person, which in these regions means millions of people. Continue Reading…