There are three things that are absolute limits on marketing: time, money and creativity. The first two are always finite limits; there are only so many hours in a day, and only so much money in the budget. And with most marketing, you have to spend one or the other. Social media and web content may not take a lot of money, but they consume a great deal of staff time. A TV spot may not take as much staff time, but it takes a lot of money to produce the right spot and get it seen. It’s always a trade-off. The secret is in that third element: creativity. In theory, there’s no limit to it. And when marketing is creative, it can often overcome the limitations of time and money. A video that goes viral is the best example. If you have limited time and money, are you using creativity to overcome those limitations?
