Guidelines for Adapting and Developing Skills Necessary for Creatives to Create Idea in The Digital Marketing

Abstract

The objective of this study was to examine the impact of digital marketing on creative processes and content, analyze the challenges faced by entrepreneurs in the digital marketing and provide guidelines for adapting and developing the necessary skills for creatives in the digital marketing field. This qualitative research employed in-depth interviews using semi-structured interview with 12 key informants including six creative people in the advertising industry and six marketers and marketing academics who had produced at least three works during 2019 - 2023. Data analysis used an inductive framework to study phenomena and synthesize them to interpret conclusions. The study found that the rapid growth of digital media and social media platforms has highly impacted to content of creatives in the digital marketplace. The biggest challenges faced by creatives in the digital marketing include adjusting perspectives and learning to work together between marketers and creatives to maintain both creative  identity and quality standards. Finally, the guidelines for adapting and developing essential skills for creatives in digital marketing involve alignment and mutual learning between marketers and creatives to reduce friction and create collaboration in their work.