You may have the best product in the world or be the leading service provider in your niche. But sans good marketing, your customers won’t even have a whiff of your existence. Marketing isn’t merely a necessary part of business success – it is the business on itself. Everything else in the business revolves around marketing.

“Business has only two functions – marketing and innovation.” – Milan Kindera

Digital marketing experts estimate that most Americans are exposed to around 4,000 to 10,000 ads each day. Some companies believe that spending more money in multi-channel campaigns will help them reach their customers better. However, well-informed marketers know that the only way to cut through the clutter is with contextual content. They spend less and be more creative. Thus, creative is the soul of marketing – it powers campaigns and helps brands stand out in the noise.

The creative department is where advertisements are conceived, developed, and produced. Designers, writers, and producers work together to construct a message that meets client objectives.

How crucial is creativity to business?

In an Adobe commissioned study, 82% percent of executives surveyed by Forrester agree that creativity works in favour of brands while 58% percent of respondents said they set goals around creative outcomes, and another 48% percent claim to fund new ideas spun out of creative brainstorming.

Creativity will give your brand a competitive edge and inspire an unparalleled end-to-end user experience. However, as the Titoma Design blogs point out, it is pointless if the creative message and the brand’s value proposition don’t resonate with the target audience.

However, flushing out creative content has never been a walk in the park.

With advertisements and other business communication becoming voluminous, and the growing need for personalization, businesses and more specifically marketers are struggling to keep up.

In our experience too, we have been seeing many companies pursuing creativity as a genuine business objective. With design-led innovation on the rise, more companies are extending their strategies to include creativity by giving it priority, process, and dedicated funding. Technology supports rapid innovation, a high-performance working environment, and a visible brand — factors that help creative companies outperform the competition. In the same survey, the majority of survey respondents (62%) believe that technology enables employees to innovate or find creative solutions to problems.

Adopt a creative management technology early

The real predicament revolves around redundancy. Creative artists not only have to come up with fresh creatives for every campaign, but they also have to align these creatives according to the different norms set by different platforms. Because each format has its strengths, marketers need to plan across inventory types and devices while optimizing for the best performing units based on crucial brand drivers like awareness, message recall, and purchase intent.

Companies either hire a creative agency or have one in-house to execute such marketing initiatives. However, the tautology still predominates. Those companies adopt the latest technologies early have an advantage over competitors. Since the redundancy in marketing drives are inevitable, brands need to adopt a smarter solution.

Technical solutions such as the Mediawide Creative Management Platform help companies to reduce the mundane repeated task. Brands can either deploy the solution in-house or recommend their agency partners to adopt the same so that they can focus on critical responsibilities such as running programmatic campaigns, DCO ads, customized video campaigns, etc.

Regardless, the choice between an agency and having a team within the company has always been a daunting task for companies. However, with the advent of new marketing technologies, brands are inclined towards having their creative team in-house. We have covered more on this topic in part two of this series.

But, could technological advancements be the reason alone? What is the reason behind this paradigm shift? Let us deep dive into the benefits companies see in managing a fully equipped in-house creative team.

To be continued…