In 1978 the German band Kraftwerk gave live to 4 robots and mixed technology and music. This “auto” personas had similarities with each musician and crossed the frontiers of show and innovation. The “man” controlled the machine and brought to the audience a unique experience.

This kind of automatic control offered more than the expectation.

If we overpass to our digital moment with a bunch of platforms for automatization budget, segmentation target and CRM review, we probably the machine takes control of the man’s creativity.

Nowadays, the human strategies are senseless, and all the spirit of telling a story, engage with the customer and delivery something beyond are gone. We give up for our creative idleness because of our short time, because of new miracle tools and the competitive digital business.

We live in a world that digital marketers are hired not by reason of strategy and creative skills, but for how many certifications of tools and platform they have.

OK!

Of course, our skills need digital tools and how to optimize then for core goals. In my first days working 100% on digital platforms, one of my good friends and digital tutor, André Nogueira, said something that droves me for all my digital improves.

“Focus on strategy, in what your creativity can deliver. Tools and automation platforms can all be learned and extract common results. Creativity is a big difference in digital marketing.”

Moreover, the digital marketer needs to have control of automatization and be responsible for a clear and original journey for its customers.

Let’s take control of our brain-machine!

Playlist required for this kind of reflection:

Morphine – Sharks
Rollercoaster – Black Mountain
Souls meets body – Death Cab for Cutie