Obsession with data could lead marketers astray – Ogunlowo
By Joseph Ekeng
Former Creative Director at SO&U Advertising, Chris Ogunlowo has warned that undue obsession with data can lead marketers astray with regards in certain consumer behaviour context.
He made the comment at the Queen Mary University of London where he was a guest speaker. While not dismissing the importance of data towards gaining vital insight into consumer behaviour, the advertising expert stressed that it is important for marketers to give their intuition a free reign when developing strategy for brands rather than depend fully on data.
Giving a summary of his lecture, Ogunlowo said: “I spoke on the importance of intuition in strategy, highlighting the limits and insufficiency of data-obsessed thinking in certain consumer behaviour contexts and the need for risk-taking.”
During the lecture, the adman also drew attention to the increasing role of artificial intelligence in the strategy process, adding that AI has come to stay as a tool for developing marketing campaigns.
This is in apparent reference to the recently launched ChatGPT, which has generated a lot of talking points around the involvement of AI in marketing.
ChatGPT has been found to be very useful in the field of marketing. The application is said to be capable of creating an entire marketing campaign from start to finish including ads, social media posts, blog posts, email sequences, SMS sequences and a sales page.
But despite the rising popularity of the AI tool for marketing purposes, some experts have stressed it cannot take the place of humans in the creative process.
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