Internet marketing professionals today know creativity is as important to a campaign as is gathering and analyzing data. A smart analysis of data can show you what direction to take, what is working and what is not. In creative sessions you can think about how to speak to emotions and capture your audience’s attention. Ideas for projects with the potential to go viral come during creative sessions.
Creativity, however, does not always flow freely in our fast-paced, data-driven lives. So what can you do to get those creative juices flowing? In a previous blog post Forthea PPC wizard Davis Baker shares the “ultimate list” of Ways to Stay Creative & Get Inspired.
The Forthea team meets regularly for creative sessions and has tried some of the things, but Davis said what he likes most about the list is it includes things you can do outside of the office. Although he was saying he wanted to boost creativity both in and outside the office, it made me wonder: are creative sessions in solitude or collaboration more fruitful? Should you be thinking of ideas alone or in a group session?
Creativity in Solitude Vs. Collaboration Debated
The New York Times ran an op-ed by Susan Cain, author of “Quiet: The Power of Introverts in a World That Can’t Stop Talking.” In it Cain explains why she believes creativity thrives in solitude and “brainstorming sessions are one of the worst possible ways to stimulate creativity.”
The Times then ran a rebuttal by Keith Sawyer, author of “Group Genius: The Creative Power of Collaboration” and “Explaining Creativity.” In it Sawyer said “decades of scientific research have revealed that great creativity is almost always based in collaboration, conversation and social networks…”
The two reiterated their views on NPR.
“Solitude is really crucial” said Cain.
“My research shows collaboration is the key to creativity,” said Sawyer.
Although the two disagree about whether creativity depends more on solitude or collaboration, and each can provide scientific research supporting their claims, it’s clear that great ideas come from both, or rather a blend of the two. Therefore, when you want new ideas for your internet marketing campaign, spend quiet time thinking. Gather in groups to brainstorm ideas. Work out ideas in your head. Discuss them with your team.
Be creative. Successful internet marketing today demands it.