Marketers vs. creatives: each group's view of its own performance is rosier than the other's view of it, especially regarding the delivery of final content that meets expectations and the provision of actionable feedback, according to a recent report from Visually.
The report was based on data from a survey of 220 marketers and 559 creatives (defined as writers, designers, and developers who create content for marketers).
Some 68% of the creatives surveyed say they succeed in delivering content that meets expectations. However, only 46% of the marketers surveyed say the creatives they work with consistently develop content that is up to par.
On the other side, 55% of marketers surveyed say they are good at giving actionable feedback, whereas only 36% of creatives say they receive high-quality feedback.
Most marketers surveyed say the creative team they work with succeeds in being consistent (53%), responding to feedback (52%), and asking questions (51%).
However, less than one-third of marketers say the creative team they work with succeeds in being transparent (29%), anticipating problems (27%), and staffing adequately (24%).
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji