Marketing is becoming increasingly international, and more and more channels are being used, resulting in a growing need for standards and consistent processes. But does the standardization of marketing spell the end of creative campaigns?
Marketing has the reputation of being a particularly creative discipline, and rightly so. But marketing is also always associated with a clear economic aim. Here, creativity operates in often strict framework conditions relating to the product itself, target group, budget, brand values, etc.
Goals, Markets, Channels – Complexity is Increasing
Concerted marketing can be a challenge even for small companies, since there are so many communications channels out there, including social media.
Sending a consistent message to the right target group through suitable channels requires all departments involved – production, distribution, strategy, creative, etc. – to work together in a consistent way.
Corporate growth, new areas of business and international expansion also increase the levels of internal and external complexity.
Systematic Creativity instead of Creative Chaos
The structures, processes and even technical terms used in marketing vary by company, location, department and project, and are constantly changing.
With marketing standards and uniform terms and processes, you can navigate the maze of marketing in a more efficient way and teams can focus on the creative work rather than wasting time on misunderstandings and endless decision-making cycles.
Marketing software therefore saves time and money that everyone involved can then invest in coming up with more creative and more successful campaigns. When it’s done well, standardization thus has a very positive impact on creativity in marketing.
Where to begin? In the second article in our “Standardization in Marketing” series, we will explore what areas of marketing lend themselves particularly well to standardization.