3cs marketers must embrace in 2017
TRANSCRIPT
The 3 Cs marketers must embrace in 2017
By Mike Trigg
3 trends to watch
1. Creativity
1. Creativity 2. Context
3 trends to watch
1. Creativity 2. Context 3. Content
3 trends to watch
• Creativity is the most important attribute CEO’s look for in managers. IBM survey of 1500 CEOs More important than rigor, discipline, integrity and vision
• Creativity is the most important attribute CEO’s look for in managers. IBM survey of 1500 CEOs More important than rigor, discipline, integrity and vision
• Creativity enables people to earn more and businesses to grow faster. Adobe State of Create 2016 survey
Yet…
• Only 41% of employees describe themselves as creative
Yet…
• Only 41% of employees describe themselves as creative
• 77% say they feel pressure to be productive rather than creative
2 ways to facilitate creativity 1. Embrace the unfamiliar
2 ways to facilitate creativity 1. Embrace the unfamiliar
Studies show that unfamiliar experiences increase creativity by 50%
2 ways to facilitate creativity 2. Encourage cross-pollination
2 ways to facilitate creativity 2. Encourage cross-pollination
Research shows that diversity of thought drives innovation and creativity
• Context switching can cost 40% of your productivity. American Psychological Association 2016 report
Context
• Context switching can cost 40% of your productivity. American Psychological Association 2016 report
• It accounts for $450 billion in lost productivity each year. INC
Context
2 ways to protect context
1. Facilitate batch tasking
2 ways to protect context
1. Facilitate batch tasking
Batching similar tasks will make you more productive.
How can I help my team focus on what’s relevant?
2 ways to protect context 2. Use the right communication tool for the job
2 ways to protect context 2. Use the right communication tool for the job
Too many meetings waste time, while email removes discussions from the context of the creative work
• 86% of marketers agree that content marketing is important
CMI 2016 report
• 86% of marketers agree that content marketing is important
• 75% can demonstrate that is increases audience engagement
CMI 2016 report
• 86% of marketers agree that content marketing is important
• 75% can demonstrate that is increases audience engagement
• 73% plan to boost content production over the next 12 months
CMI 2016 report
2 ways to enhance content
1. Think visually
2 ways to enhance content
1. Think visually
People retain 65% of information if it includes a relevant image (only 10% without one)
2 ways to enhance content 2. Ease the crush
2 ways to enhance content 2. Ease the crush
How to create more quality content without increasing resources?
“Hightail completely changed how we do creative reviews. It makes our content
creation process a lot faster.” Senior Video Production Manager, Polycom
About the presenter:
Mike Trigg COO @ Hightail
“Being deeply engaged in a company’s mission is crucial for me, otherwise it’s just work. I love the creative process of
building a business.”
The 3 trends to focus on in 2017
1. Creativity 2. Context 3. Content