tech vs. touch: how digital connectivity impacts marketing and creative teams
TRANSCRIPT
Tech versus
How digital connectivity impacts marketing and
creative teams
April 11, 2017
Touch
#IENCreativeOps
CREATIVE CHALLENGES
#IENCreativeOps
“I can’t email the layouts
because the files are too big.”
“Can you save the logo for me
as a png?”
Project Manager
Designer
CREATIVE CHALLENGES
“I can’t email the layouts
because the files are too big.”
“Can you save the logo for me
as a png?”
Project Manager
“Which one is the latest version?
I need to review the revisions.”
Designer
Copywriter/Editor
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RESEARCH PROCESS
One-on-one phone calls
21 Online survey questionnaires
200
221Marketing, Creative,
and Tech professionals
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TODAY’S CONVERSATION
How marketers and creatives define “being connected”
MEANING
Overview
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TODAY’S CONVERSATION
How marketers and creatives define “being connected”
The top tools used to stay connected
MEANING TOOLS
Overview
#IENCreativeOps
TODAY’S CONVERSATION
How marketers and creatives define “being connected”
The top tools used to stay connected
Why the human element
is essential
MEANING TOOLS HUMANNESS
Overview
#IENCreativeOps
TODAY’S CONVERSATION
How marketers and creatives define “being connected”
The top tools used to stay connected
Why the human element
is essential
Unique ways organizations
are connecting
MEANING TOOLS HUMANNESS COMPANIES
Overview
#IENCreativeOps
TODAY’S CONVERSATION
How marketers and creatives define “being connected”
The top tools used to stay connected
Why the human element
is essential
Unique ways organizations
are connecting
How collaboration, workflow, and DAM support connectivity
MEANING TOOLS HUMANNESS COMPANIES SYSTEMS
Overview
#IENCreativeOps
83%Somewhat or VeryQ: How important is being
connected to a community for career growth and satisfaction?
COMMUNITY
I have a couple of groups that I meet with that are informal, and made up of creatives. We get together and discuss projects we’re working on and give each other feedback. It’s nice to get an outside perspective in an unstructured way.” - JOHN BISTALFO, Founder, Bark Design
COMMUNITY
“
KEY FINDINGS
of our interview participants suggest that usability or user interface would make them more loyal to one tool over another.
67%
USER EXPERIENCE
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To technologies (too many tools and devices
can hinder work progress)
To our teams (too many meetings and
nothing gets done)
To processes (too many processes defeats efficiency)
To data (monitoring too often makes it difficult to measure)
CONNECTIVITY CONS
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COMMUNITY
“ Disconnecting from devices gives you time to be comfortable with yourself. It’s the most important time I spend because it’s when I come up with anything interesting to say.”- ROBERT ROSE, Chief Strategy Advisor, Content Marketing Institute
WHO’S CONNECTING WELL
Go offsite to focus
Cross pollinate across teams
Brainstorm one idea together
Dedicate time to being creative
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CASE STORYWHO’S CONNECTING WELL
TitleCircle text goes here, should be
concise.
TitleCircle text goes here, should be
concise.
IDEA
GENERATION
Results
EMPOWERED
EMPLOYEES
MORE
COMMUNICATION
#IENCreativeOps
WHO’S CONNECTING WELL
Q: What four or five questions were you asked this week?
A: (create content to help your audience answer those questions).
Ask your customer service team:
#IENCreativeOps
WHO’S CONNECTING WELL
Q: What pain points and challenges are people trying to solve?
A: (create content to help your audience ease that pain).
Ask your sales team:
#IENCreativeOps
WHO’S CONNECTING WELL
Q: What keywords are people using to research your product/service?
A: (create content about information your audience is searching for).
Ask your marketing team:
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WHO’S CONNECTING WELL
TitleCircle text goes here, should be
concise.
UNDERSTAND
YOUR
AUDIENCE
Results
BUILD
LASTING
CONNECTIONS
OWN THE
CONNECTION
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Q: From the list below, what are the twobiggest pain points you experience inyour daily work as a marketer?
CREATIVE CHALLENGES
Across the content lifecycle
CAPTURE & CREATE
REVIEW &PROOF
MANAGE &ORGANIZE
SHARE &DISTRIBUTE
PUBLISH &PROMOTE
TRACK &ANALYZE
PRESERVE &ARCHIVE
IDEATE &PLAN
Upstream Downstream
CONTENT LIFECYCLE
DAM AND CONNECTIVITY
Content Lifecycle
Produce
Plan Review
Manage
Publish
Analyze
PlanProduce
Publish
Analyze
Analyze
Publish
Manage
Review
Plan
CONTENT LIFECYCLE
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COLLABORATION AND COMMUNICATION
Visibility of all assets
Know you have the final version
TemplatesWorkflow Assets
COLLABORATION AND COMMUNICATION
Visibility of all assets
Know you have the final version
Preserve + protect the brand
TemplatesWorkflow Assets
COLLABORATION AND COMMUNICATION
Portals
Share your brand in a personalized way for different audiences.
COLLABORATION AND COMMUNICATION
Adobe Creative Cloud Connector
Work with assets in InDesign, Photoshop, and Illustrator
COLLABORATION AND COMMUNICATION
Insights
Understand how people are consuming, sharing, and connecting
to your content.
COLLABORATION AND COMMUNICATION
Creative
WCMCRM PIM
Marketing
Social
DAM and Workflow
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NEEDS ASSESSMENT FOR TECH STACK
Get a team together for stakeholder buy-in.
Talk to your users. Learn how they work by watching.
Identify requirements based on how people want to work.
Build a tech stack that advances how you work and the user experience.
1 2 3 4
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DAM CONNECTS PEOPLE TO THE BRAND
Brand portals disseminate curated sets of assets in personalized ways.
DAM CONNECTS PEOPLE TO PROCESS
Manage creative process to provide approved assets fast and effectively.
The most digitized team isn’t necessarily the most connected. Meaningful, personal relationships mark real connectivity.
APPLY KEY THEMES TO YOUR WORK
1
#IENCreativeOps
Act on people’s desire to connect by creating enjoyable, relatable experiences (in voice, message, and visuals).
APPLY KEY THEMES TO YOUR WORK
2
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Build lasting relationships with your audience by creating content that solves their problems.
APPLY KEY THEMES TO YOUR WORK
3
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Be selective. Use the digital tools that move your business forward and optimize creative operations.
APPLY KEY THEMES TO YOUR WORK
4
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Questions?
Q AND A
Connect with [email protected]
www.widen.com
Nina [email protected]
Twitter: @Nbrakel
Jake [email protected]: @jakeathey