IO Integration Marketing and Creative Operations Technology Blog
Providing Creative Operations and Marketing Technology Professionals resources for getting the most out of their production workflows.
Marketing leaders dream of having perfectly optimized solutions and workflows that easily address all of their team's needs. The reality, however, is that finding that perfect combination of solutions is a challenge — one that can deter organizations from making small, steady improvements in their technology and processes. Oftentimes, marketing and creative teams get stuck in a stage of wondering, where their workflows, processes, and strategies become stagnant. While the goal of a perfect MarTech stack isn’t always tangible, incremental change can be just as powerful as big change for many companies.
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In ever-changing marketing and creative environments, the last thing you have time for is a delay or error due to avoidable miscommunication. According to Workforce, an Arthur J. Gallagher & Co. study found that 60% of companies don't have a long-term strategy for their internal communications, and Salesforce reported that 86% of employees and executives cite lack of collaboration or ineffective communication for workplace failures.
When an organization makes a technology or process change, it is essential to conduct change management by assessing previous workflows, processes, and production trends in order to make informed decisions regarding how to move forward with these changes. However, when marketing discovery processes are conducted in-house, organizations run the risk of turning a blind eye to problem areas and opportunities for improvement. Internal team leaders can be inadvertently biased about the functionality of processes and operations, and these biases can result in missing opportunities to better optimize workflows.
Technologies within a MarTech stack can be used to help marketing and creative teams operate efficiently; publish, distribute, and optimize content or deliverables; and accurately measure data and outcomes. As marketing has become more sophisticated, so too have the tools and software that teams utilize. Organizations now commonly use these technologies in a stack, but not all stacks are created equal.
Marketing technology integrations can provide significant improvements to your team’s creative operations. However, disparate base-level tools and packages are often not sufficient or suited to your organization’s specific needs. Integrated custom marketing tools allow for the development of effective marketing strategies, streamlined workflows, connected and optimized systems, and your own custom marketing solution.