The essential brainstorming, collaboration and coordination that used to happen organically and in person must now happen digitally. And the uncertainty of our digital age will persist. As markets and economies continue to fluctuate in response to the unprecedented challenges of our times, only the most digitally resilient creatives, marketing teams and enterprises will thrive.
The ability to think creatively is even more essential to execute differentiated and relevant marketing campaigns – and the concept of ‘quickly responding to changing market forces’ has taken on a whole new meaning and velocity. But there’s a problem. Despite this clear and consistent understanding of what makes marketers valuable in their roles, they’re only focusing on their highest-value work about 19% of the time. That works out to just over 90 minutes a day.
Thankfully, it doesn’t have to be this way if you follow a simple three-step approach to reclaiming your creative time. Firstly, identify the real core of the problem; secondly, treat work like a tier-one asset; and finally, equip your marketing teams with technology and processes to unshackle that talent leading to greater creative excellence, which, in turn, leads to a better customer experience.
1. Acknowledge the root of the problem
The unnecessary meetings, excess emails and manual tasks aren’t causing your creative challenges; they’re symptoms of a larger problem. Creative marketers are expected to work at speed and under great pressure, which makes it critical for leaders to ensure their teams understand the top priorities to avoid wasting time on low-level work. If you can reclaim time spent on emails, meetings, endless review rounds and other distractions, marketers can spend more than 19% of their day on ‘real work.’
2. Take a holistic approach to work
The most successful organizations – and the most successful marketing leaders – treat work like a tier-one asset. They understand that work impacts every aspect of the organization and is a primary driver of the digital experience. It’s essential that leaders identify the root causes of marketing challenges and provide technologies and practices that increase creative capacity and seamlessly manage workflows, which leaves more time for marketers to do what they do best – bringing customer experiences to life.
Managing the work itself allows enterprises to align all marketing work to key business goals, providing the context and visibility to make data-driven decisions and execute the right work at the right time. That means less time spent on those mundane and arduous admin tasks.
3. Equip your teams with the right technology to power the creative process
All marketers need the right technology to help them remove obstacles, mitigate frustrations and unleash the creativity and agility they value. But on average, marketers use eight different tools to manage the various aspects of their work, and switching between all these applications day in day out wastes additional precious minutes, which quickly add up to hours. Because of this, 85% of marketers say their organizations need to do a better job at integrating key systems and tools so they can focus on the creativity their role demands.
Creativity will always be a valued and fundamental skill, so now more than ever marketing leaders need to empower their creative teams to deliver by ensuring they have the right technology in place to anticipate, adapt and prioritize requests that deliver results using the skill they value most: creativity. Many businesses today struggle with this due to a disconnected technology stack, but they should – and can – rely on technology to take the strain.
Embracing work management technology ensures marketing teams can leave this mundane and repetitive work behind with automated intake processes, connected applications, real-time status updates and reduced proofing and approval cycles to unleash the creativity and agility that will carry their organizations into an unpredictable but exciting future.