Innovation and experimentation should be at the forefront of marketing, according to Google product marketing manager Aman Govil.
Cited by marketingweek.co.uk, Gobil suggests that experimentation with new technologies and advertising platforms should form part of an overall marketing strategy and not just a ‘side project’ to everyday activity.
Speaking at Google’s Creative Sandbox in Cannes, Govil said: “There is value in creative experimentation. A lot of brands want to do creative experiments, but the definition of experimentation has to be changed from side projects to be put front and centre.”
Taking to Cannes to discuss its “Art, Copy, Code” project, Google wants to look at developments that are changing the way brands tell stories.
For instance, five years ago saw creativity focusing on art and copy but, now, a new dimension of technology and coders form the core of creativity. Consequently, the marketing departments of a recruitment franchise may wish to start experimenting with technology to create innovative marketing campaigns.
“We’re trying to throw our hat in the ring and see what we can experiment with today that helps us and the industry figure out what creative will look like but also how it’s going to be made,” he explained.
For instance the Burberry Kisses project – a campaign that allows people to snap a photo of their own lips and send a special someone a letter sealed with their personalised virtual kiss cites clickz.com – is an example of a brand putting experimentation at the core of its activity, adds Govin.