As we go deeper into the rabbit hole of digitization, as real-life makes Black Mirror feel less and less distant, it’s easy to misconstrue that to keep up, we must also become more “techie,” more “digital-savvy.”
However, digital literacy does not equate to becoming coders, computer engineers, or whatnot. No, on the contrary, as we head deeper into the digital frontier, the dichotomy of “right-brain vs. left brain” is dissolving.
What we are looking at right now is a merger of these two schools of thought, a “whole brain” approach. Hard skills will need to be complemented by creativity and vice versa. This is the key to innovation, this is what it will take to remain human in a digital world.
Let’s look at K-pop as an example. Head to Spotify right now. As you go over their top song recommendations, chances are you’ll see 1 or 2 K-pop songs in the mix. Well, did you know that K-Pop’s creation was no fluke? It was a deliberate campaign that needed Korea’s Ministry of Culture to develop their brand of music.
It took sound engineers, programmers, and other innovative minds to create the experience K-pop delivers—from the songs, dances, and the colorful music videos to the holograms and over-the-top auditorium productions.
K-pop is now a multi-billion dollar industry, generating great economic value (expected to bring in 36 Billion USD in the next 10 years) for Korea. This is what you call a creative economy, and this will be the wave of the future.
A creative economy is categorized by the blurring of the lines between economy, culture, technology, and other social aspects. Think of startup culture, think of today’s gaming industry, think of data in advertising, these industries are mergers of art and science. You don’t necessarily have to be “techie” or a coder, innovations from these industries come from creativity—the ability to think of new approaches, new ways of doing things.
Author and business professor Oren Harari once said, “The electric light did not come from the continuous improvement of candles.”
So how does one prevent themselves from becoming obsolete?
Creativity will always have a place in the digital world, but it doesn’t mean you have to be resistant to advancements in technology—especially when it comes to marketing and advertising. For one, familiarize yourself with data and the digital realm.
They say data is the new oil for the digital economy. It has a lot of untapped potential. Using data, you can learn how to cut through the noise and target consumers creatively. Using data, you can study how users use your services, products, and platforms. This information can, in turn, be used to craft better experiences. Data can be used to come up with better consumer insights. There’s so much you can do.
However, this doesn’t mean you have to become a data scientist (if you really want to though, nothing’s stopping you!). You can realize your vision by asking for help. You don’t have to do everything yourself.
In coming up with insights, many easy-to-understand tools can help you interpret the data for digital marketing. More and more startups are finding ways to make information accessible and friendly for casual users.
If you’re not comfortable with D-I-Y approaches, you can also enroll yourself in short courses or attend talks that teach you the ins and outs of marketing for the digital age. GetCraft conducts masterclasses on content marketing and influencer marketing. You can start from there.
We live in a fast-paced world (According to the Institute for the Future, 85% of the jobs that will exist in 2030 have not even been invented yet!), so don’t be afraid, embrace flexibility, and harness your creativity.