Hightail has released the results of its first State of Creative Collaboration Survey. The survey focused on how marketing and creative teams collaborate to deliver the mountains of original content needed to drive campaigns, deliver business results and increase sales and revenue.
Lack of Resources and Increased Demand are Hurting Creatives
With a growing output of content throughout every industry, the need for unique, compelling, informative, and high-quality content is an absolute nowadays. Search algorithms require it, social networks thrive on it, and businesses profit from it. However, as demands rise, creatives are being crushed.
Over 1,000 marketing and creative professionals responded, providing input that their creative collaboration process is too stressful, too wasteful and, dilutes the quality of the creative content. An ineffective, broken process for creative collaboration is stressful, ruining team morale and negatively impacting quality of creative output.
Original high-quality content fuels growth. Marketing teams are challenged to meet increased demand and produce more original content that is personalized, relevant, meets brand guidelines and of the highest quality, and most need to do it with the same resources. This problem is growing more urgent and the best teams are looking for innovative ways to collaborate — from conception to completion — in order to meet this growing demand. Hightail CEO, Ranjith Kumaran
87% of creatives agree that it is important for their organization to maintain content quality while easily scaling existing resources to meet the content demand.
- 77% of creatives agree the creative review and approval process is stressful
- 53% of creatives say the increased stress is a result of more people becoming involved with content review and approval
- 54% of creatives agree their marketing teams are disengaged, due to the stress
- 55% of creatives worry about meeting the increasing demand for more, high-quality content
- More than 50% of creatives say all parts of their creative development process are problematic
It’s not “just” a marketing problem, it hurts the whole business
A broken process costs real money, and delays are tied to slower revenue growth:
- 62% believe time and money are being wasted when correcting misunderstandings and miscommunications that come about from the broken process.
- 48% say that their revenue growth has been hurt because they could not deliver quality content at a fast enough pace;
- 58% say increasing sales and revenue is the biggest business benefit to addressing challenges in the creative collaboration process
- 63% say they are not able to test different creative as much as they want to, limiting the impact of their media investment
Teams are Looking for a Better Way to Collaborate
Even though marketing and creative teams may complain, 85% say that teamwork and collaboration — when it’s good — can be one of the best parts of their jobs. While the study revealed that 36% believe that there is no technology solution to fix the problems they face with creative collaboration, that’s just not true.
We actually utilize Hightail with our own clients to help review graphics, animations, podcasts, and video with our clients. The platform does provide a clean interface for team ideation, asset management, visibility, feedback, and approval.