We creative people already have to contend with Research
and now here comes Big Data. Being a creative person, I won’t be able to demystify
Big Data for you, but I can give you a rough and ready idea. Big Data is the massive
amounts of information gathered from a variety of electronic sources (even
video and audio recordings come under the purview of Bid data).
However, it broadly be divided into two chunks - internal
information of large organizations consisting of intranets, emails, documents,
chat messages, logged data and others, and the other chunk is made up of any
kind of chatter about a brand in all social media and sharing websites.
The first chunk from within organizations doesn’t really
affect creativity though it might have a big impact on the marketing strategy.
The second chunk, however, could.
If you have a campaign running on TV or in newspapers or on
the Internet, and there is some bad chatter about it, through Big Data decoding
you might get to hear about it very quickly. And you know how easy it is for
someone somewhere to get offended by something they have seen somewhere and
write about it.
After a short period of time, when you redo the campaign and
make it safer, and it still generates negative chatter, then you might hear
about it very very quickly.
You can go on fixing it and making it safer etc. etc. but
this is just me imagining about a possible scenario. There are already people
out there who are doing this all the time, analyzing Big Data and altering the
communication according to it.
It can bring out brilliant opportunities, and result in a
first mover killer communication, and it can also kill off good creative ideas.
I guess only when the Cloud over Big Data clears will we
really know ;)
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