Tech vs. Touch: How digital connectivity impacts marketing and creative teams

Tech versus

How digital connectivity impacts marketing and

creative teams

April 11, 2017

Touch

#IENCreativeOps

CREATIVE CHALLENGES

#IENCreativeOps

“Can you save the logo for me

as a png?”

Project Manager

CREATIVE CHALLENGES

#IENCreativeOps

“I can’t email the layouts

because the files are too big.”


as a png?”

Project Manager

Designer

CREATIVE CHALLENGES

“I can’t email the layouts

because the files are too big.”


as a png?”

Project Manager

“Which one is the latest version?

I need to review the revisions.”

Designer

Copywriter/Editor

#IENCreativeOps

RESEARCH PROCESS

Online survey questionnaires

200

#IENCreativeOps

RESEARCH PROCESS

One-on-one phone calls

21 Online survey questionnaires

200

#IENCreativeOps

RESEARCH PROCESS

One-on-one phone calls

21 Online survey questionnaires

200

221Marketing, Creative,

and Tech professionals

#IENCreativeOps

TODAY’S CONVERSATION

How marketers and creatives define “being connected”

MEANING

Overview

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The top tools used to stay connected

MEANING TOOLS

Overview

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Why the human element

is essential

MEANING TOOLS HUMANNESS

Overview

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is essential

Unique ways organizations

are connecting

MEANING TOOLS HUMANNESS COMPANIES

Overview

#IENCreativeOps





is essential

Unique ways organizations

are connecting

How collaboration, workflow, and DAM support connectivity

MEANING TOOLS HUMANNESS COMPANIES SYSTEMS

Overview

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Creativity is just connecting the right things.”- STEVE JOBS, Co-founder, Chairman and CEO, Apple

“

Touchnology (the human side)

#IENCreativeOps

Q: What does it mean to be connected?

BEING CONNECTED

#IENCreativeOps

Q: What does it mean to be connected?

BEING CONNECTED

#IENCreativeOps

BEING CONNECTED

#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

“

Technology (the digital side)

#IENCreativeOps

Q: Which tools do you use each day at work?

TOOLS BEING USED

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

#IENCreativeOps

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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WANDER

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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?

#IENCreativeOps

WHO’S CONNECTING WELL

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Collaborating

#IENCreativeOps


Collaborating

#IENCreativeOps


Go offsite to focus

Cross pollinate across teams

Brainstorm one idea together

Dedicate time to being creative

#IENCreativeOps

CASE STORYWHO’S CONNECTING WELL

TitleCircle text goes here, should be

concise.


concise.

IDEA

GENERATION

Results

EMPOWERED

EMPLOYEES

MORE

COMMUNICATION

#IENCreativeOps


#IENCreativeOps


#IENCreativeOps

“Solve the problems of an audience.”


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


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


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:

#IENCreativeOps



concise.

UNDERSTAND

YOUR

AUDIENCE

Results

BUILD

LASTING

CONNECTIONS

OWN THE

CONNECTION

#IENCreativeOps

Common challenges creating content

#IENCreativeOps

Q: From the list below, what are the twobiggest pain points you experience inyour daily work as a marketer?

CREATIVE CHALLENGES

People want to connect to satisfy human needs.

BIG FINDINGS

1

Collaboration and community are two key avenues that enable human satisfaction.

BIG FINDINGS

2

Technology is a conduit to human connection and requires a human touch.

BIG FINDINGS

3

DAM is a server of connectivity

#IENCreativeOps

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

#IENCreativeOps

DAMPlatform

Planner

Assets

Insights

CONTENT LIFECYCLE

Workflow

Templates

Portals

#IENCreativeOps

COLLABORATION AND COMMUNICATION

TemplatesWorkflow Assets

Visibility of all assets



Know you have the final version




Know you have the final version

Preserve + protect the brand



Portals

Share your brand in a personalized way for different audiences.


Workflow

Streamline project collaboration, review,

and approval


Adobe Creative Cloud Connector

Work with assets in InDesign, Photoshop, and Illustrator


Insights

Understand how people are consuming, sharing, and connecting

to your content.


Creative

WCMCRM PIM

Marketing

Social

DAM and Workflow

#IENCreativeOps

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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Who’s connecting well with DAM?

#IENCreativeOps

How organizations are using DAM to connect

IVEY RAPPOLDDigital Marketing Content Specialist

DAM CONNECTS PEOPLE TO THE BRAND

Brand portals disseminate curated sets of assets in personalized ways.

DAM CONNECTS PEOPLE TO THE BRAND

All critical brand assets are made centrally accessible.


LATRISHA EILERSProduction Design Supervisor

DAM CONNECTS PEOPLE TO PROCESS

Manage creative process to provide approved assets fast and effectively.


Workflow provides clear visibility into project status.


Online proofing allows onscreen annotation and @mentions.


MICHAEL SHATTUCKGlobal Brand Imaging Manager

DAM CONNECTS CONTENT VIA METADATA

Automate XMP metadata to tag 250 assets a day.


Make metadata work for you by working within the content.


Smart metadata drives search effectiveness and content insights!

Takeaways

#IENCreativeOps

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).


2

#IENCreativeOps

Build lasting relationships with your audience by creating content that solves their problems.


3

#IENCreativeOps

Be selective. Use the digital tools that move your business forward and optimize creative operations.


4

#IENCreativeOps

KEEP IT HUMAN.

#IENCreativeOps

Questions?

Q AND A

Connect with [email protected]

www.widen.com

Nina [email protected]

Twitter: @Nbrakel

Jake [email protected]: @jakeathey

mailto:[email protected]






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