The future of creative marketing depends on investment in strategic resources
Posted: Sat Dec 28, 2024 8:06 am
The research, conducted in collaboration with Canva, gathers the opinions of nearly 100 senior decision-makers from across the creative industry and is intended to serve as a guide for marketers looking to refine their approaches and increase the value of their creative efforts.
The report’s key finding is that the industry is on the cusp of a creative revolution: this is a pivotal moment for the creative process, which has become increasingly complex, but its importance has increased: in fact, 77% of marketers declare it more vital than ever, driven by the growing relevance of social media, followed by online video and digital customer experiences.
Furthermore, the analysis shows that while creativity is key to croatia telegram lead marketing success, it is not adequately invested in. Only 20% of the total marketing budget is allocated to creativity, a similar value to that given to data and segmentation. Of that proportion, agencies receive the majority of the creative budget (46%), while the remainder is evenly split between talent and tools/systems.
“We are in a scenario of unprecedented technological advances and changes in the media ecosystem. The main challenge is to maintain coherence across all points of contact, resource management, systems and tools, and talent,” highlights Soledad Moll, Hispanic LATAM Director of MMA.
adxs
PuroMarketing Podcasts
Listen to all our podcasts. Also available on Spotify, Ivoox and Youtube
puromarketing.com
There are significant challenges when it comes to creative management. According to the report, the quest to achieve strong sales and brand results must overcome other constraints, such as stakeholder management (53%), meeting deadlines (53%) and managing scale and version control of creative assets (48%).
On the other hand, while marketers praise their current strengths and creative culture, there is clear concern about the ability to adapt quickly and integrate advanced technologies seamlessly into the creative process. While data and analytics are a significant advantage (80% agree that it improves their ability to design effective creative strategies), the report highlights a clear need for action: the industry admits that it requires greater agility in its companies and the need to work harder to integrate AI and GenAI technologies, and other ways to personalize creative experiences.
An important issue is the fact that while creativity works, it is not easy to demonstrate its return on investment, especially in disruptive environments. The report highlights that respondents feel that their creative work adds value, however, only 36% are satisfied with their ability to accurately measure their return on investment. Measuring creative effectiveness is often based on brand recognition studies (49%), count metrics (46%) and brand tracking studies (43%), rather than focusing on return on investment.
The report’s key finding is that the industry is on the cusp of a creative revolution: this is a pivotal moment for the creative process, which has become increasingly complex, but its importance has increased: in fact, 77% of marketers declare it more vital than ever, driven by the growing relevance of social media, followed by online video and digital customer experiences.
Furthermore, the analysis shows that while creativity is key to croatia telegram lead marketing success, it is not adequately invested in. Only 20% of the total marketing budget is allocated to creativity, a similar value to that given to data and segmentation. Of that proportion, agencies receive the majority of the creative budget (46%), while the remainder is evenly split between talent and tools/systems.
“We are in a scenario of unprecedented technological advances and changes in the media ecosystem. The main challenge is to maintain coherence across all points of contact, resource management, systems and tools, and talent,” highlights Soledad Moll, Hispanic LATAM Director of MMA.
adxs
PuroMarketing Podcasts
Listen to all our podcasts. Also available on Spotify, Ivoox and Youtube
puromarketing.com
There are significant challenges when it comes to creative management. According to the report, the quest to achieve strong sales and brand results must overcome other constraints, such as stakeholder management (53%), meeting deadlines (53%) and managing scale and version control of creative assets (48%).
On the other hand, while marketers praise their current strengths and creative culture, there is clear concern about the ability to adapt quickly and integrate advanced technologies seamlessly into the creative process. While data and analytics are a significant advantage (80% agree that it improves their ability to design effective creative strategies), the report highlights a clear need for action: the industry admits that it requires greater agility in its companies and the need to work harder to integrate AI and GenAI technologies, and other ways to personalize creative experiences.
An important issue is the fact that while creativity works, it is not easy to demonstrate its return on investment, especially in disruptive environments. The report highlights that respondents feel that their creative work adds value, however, only 36% are satisfied with their ability to accurately measure their return on investment. Measuring creative effectiveness is often based on brand recognition studies (49%), count metrics (46%) and brand tracking studies (43%), rather than focusing on return on investment.