The shift of focus from marketing duties to technology and media are leaving CMOs in a creative rut.
This article cites a study conducted by Adobe, which states that only 35% of surveyed marketing professionals consider their content creation and delivery process to be “well-coordinated”. While marketers have continually worked on breaking down the interdepartmental silos, they still encounter problems in sharing data about campaign development and strategy.
The study says that companies are preferring to keep their creative processes in-house in a bid to reduce costs and complexities. However, another survey cited in this piece states that 63% of marketers struggle to keep internal talent involved in the processes motivated.
The focus on creative marketing duties has decreased with companies increasing their investment in technology. Adobe’s report indicates that it would be beneficial for marketers to re-centre energy and resources on creativity.
[3 minute read]