UK marketers are using hybrid work to deliver creativity to clients

More than two-thirds (68%) of UK marketers are using a hybrid approach to work to support their teams to generate new ideas, overcoming the challenges of the past two years.

This comes from research by digital experience platform (DXP) provider Optimizely, which concluded that creativity is critical to delivering a strong customer experience.

The Experience as a marketer The research, based on a global survey of its own marketing professionals, including 200 in the UK, explores attitudes and approaches to creativity. It shows that 85% of UK marketers say that as long as communication is effective, creative ideas will emerge 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 top five barriers to driving creativity over the past two years:

1. Lack of urgency (32%)

2. Limited or no access to good collaboration tools (31%)

3. Engaging remote employees during virtual meetings (31%)

4. The leadership team puts pressure on results and outcomes (29%)

5. Motivation of employees to develop creative ideas (28%)

The hybrid workplace also supports the ways in which UK workers find their creative inspiration, with 43% relying on face-to-face communication with peers and/or colleagues, 41% from social media such as TikTok, Instagram and Twitter, and 40% from online of research. More than a third (37%) also find inspiration in attending events, in person or virtually.

“Creativity plays a critical role in developing effective marketing campaigns and delivering great customer experiences,” said Kirsten Allegri Williams, Chief Marketing Officer, Optimizely.

“With hybrid working becoming a reality for most UK marketing teams, senior marketers need to leverage technologies and strategies that enable them to capture and nurture creative ideas, optimize production and optimize results.”

To view additional survey results and learn more about how marketers can rely on digital experience tools like experiments, content marketing platforms, and content management systems to deliver exceptional customer experiences, download Optimizely’s report; “Marketer Experience 2022: Hybrid Work Impacts Delivering Exceptional Customer Experiences.”

Are you interested in hearing how the world’s leading brands discuss similar topics in person? Learn more about Digital Marketing World Forum (#DMWF) Europe, London, North America and Singapore.

tags: Customer experience, hybrid work

https://www.marketingtechnews.net/news/2022/sep/23/uk-marketers-are-embracing-hybrid-working-to-deliver-creativity-in-customer-experiences/ UK marketers are using hybrid work to deliver creativity to clients

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