“Write 5 different answer for this topic:
To what extent are digital metrics, algorithms and analytics suppressing creativity in online marketing activity? Please use examples to support your claim.
each answer should be 150 words, so total would be 750 words

Write 50 words to comment each article.
1. Algorithms are diminishing the ability to be creative as they determine what is ‘popular’ and will attract views. They filter through content and if it is deemed good content, this will be pushed onto the feeds of people within that market. Creativity doesn’t have much room in this as to gain response, interaction, and grow brand awareness, the content being put out will have to fit into the current algorithm (Thein, 2019). Having to focus on metrics – content reach, website traffic (paid traffic, organic traffic), and sessions to name a few (Gregory, 2019) – doesn’t allow creators the freedom to be as creative as they’d like. Instead, if keeps them trapped within the constraints of what is deemed ‘popular’ by these data analysis systems.

Gregory, S., 2019. 19 Important Digital Marketing Metrics for Measuring Success. [Online]
Available at: https://freshsparks.com/digital-marketing-success/
[Accessed 10 March 2021].
Thein, M., 2019. Social media algorithms are limiting creativity and subliminally controlling your world view. [Online]
Available at: https://blog.mingthein.com/2019/06/07/social-media-algorithms/
[Accessed 10 March 2021].

2.I would say that the growing obsession with digital metrics, algorithms and analytics is having a negative impact on online marketing creativity. Often there is an obsession with how many consumers the digital marketing effort has reached rather than the content itself. Jeff Roach (2019) makes reference to the fact that often, when something is working for a brand, they will just ‘optimize’ the same format over and over again instead of thinking creatively and exploring different digital marketing formats. Several social media algorithms rely on frequent usage and will show users the best performing posts since they last opened the app. (Paige Cooper, 2020) Therefore, in order to keep up with the algorithms and to try and get better reach, businesses/influencers will post high amounts of content but with poorer quality.

References
Cooper, P. (2020) ‘How the Instagram Algorithm Works in 2020 (And How to Work With It)’ Hootsuite. April 20. Available at: https://blog.hootsuite.com/instagram-algorithm/ [Accessed on March 10 2021]

Roach, J. (2020) ‘Why Digital Advertising Killed Creativity and How To Make Your Brand Remarkable Again’ Schiefer Chopshop. July 31. Available at: https://wearescs.com/digital-marketing/why-digital-advertising-killed-creativity-and-how-to-make-your-brand-remarkable-again/ [Accessed on March 10 2021]
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