More than two-thirds (68%) of UK marketers are adopting a hybrid approach to work to support their teams in generating new ideas that have overcome the challenges of the past two years.
This is according to research from digital experience platform (DXP) provider Optimizely, which concluded that creativity is key to driving a strong customer experience.
The Marketer Experience study, based on a global survey of internal marketing professionals, including 200 in the UK, explores attitudes and approaches to creativity. It reveals that 85% of UK marketers say that as long as communication is effective, creative ideas will happen regardless of where teams are located.
The report also shows that physical presence is not the only factor influencing creative behaviour, with UK marketers citing the following as the top five barriers to fostering creativity over the past two years:
1. Lack of urgency (32%)
2. Limited or lack of access to good collaboration tools (31%)
3. Engaging remote employees during virtual meetings (31%)
4. The leadership team exerts pressure on outcomes and results (29%)
5. Motivating employees to develop creative ideas (28%)
The hybrid work environment also supports the ways in which UK workers find their creative inspiration, with 43% using interpersonal communication with peers and/or colleagues, 41% from social media such as TikTok, Instagram and Twitter, and 40% online research. . More than one-third (37%) also find inspiration from attending events, either in person or virtually.
“Creativity plays a key role in developing effective marketing campaigns and outstanding customer experiences,” said Kirsten Allegri Williams, CMO at Optimizely.
“With hybrid working now a reality for most UK marketing teams, senior marketers need to embrace technologies and strategies that enable them to capture and nurture creative ideas, streamline production and optimize for results.”
To see additional survey findings and learn more about how marketers can rely on digital experience tools like experimentation, content marketing platforms and content management systems to deliver outstanding customer experiences, download the Optimizely report; “Merchant experience 2022: Hybrid operation influences the delivery of exceptional customer experiences.”
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