Report Highlights Latest Industry Survey Insights into Applying
Data-Driven Strategies, Resourcing Challenges and AI Adoption
ATLANTA, May 23, 2024
/PRNewswire-PRWeb/ -- Cella by Randstad Digital, a leader in
creative, marketing and digital staffing solutions, announces the
launch of its highly anticipated 2024 Cella Intelligence Report. In
its 14th edition, Cella surveyed almost 500 respondents across 30
industries, such as software, banking and financial services,
consumer products, healthcare and more. The data collected delves
into marketing and creative operations managers' current core
challenges as they have evolved in comparison to previous years and
offers invaluable insights into applying data-driven strategies to
navigate today's dynamic business landscape.
The data collected delves into marketing
and creative operations managers' current core challenges as they
have evolved in comparison to previous years and offers invaluable
insights into applying data-driven strategies to navigate today's
dynamic business landscape.
This year's report shed light on the dynamics that marketing and
creative operations teams experience across the industry as well as
within their specific organizational structures. New to the report
this year, is a section focused on artificial intelligence (AI),
which has been catapulted into the forefront of marketing and
creative teams' operational consciousness. While discussions around
AI are ubiquitous and enthusiasm is high, the report finds that
adoption, productivity strategies and implementation are still in
their infancy for most organizations.
Survey trends reveal a growing recognition of the need to
develop strategies for training and upskilling existing talent to
ensure they remain up to date with technological advancements.
Notably, 57% of respondents anticipate exploring AI's utility in
various activities within the next year. However, despite being a
prevalent topic, knowledge and adoption rates remain modest, with
just over 50% of respondents indicating investment in AI. While AI
is viewed as an extra set of hands to expedite existing workloads,
more consideration must be given to how it should reshape work
processes and provide strategic insights into prioritizing
tasks.
"The Cella Intelligence Report captures the current state of
marketing and creative operations, benchmarking trends and
providing analysis that can be universally applied by leaders,"
said Cella Global Head, Jackie
Schaffer. "This year, we're highlighting how using a
data-driven strategy has the power to create personalized customer
experiences, harness the power of AI and inform strategies that can
transform organizations."
The report also addresses persistent resourcing challenges faced
by marketing and creative teams, including limited staffing
resources, potential solutions provided by offshore teams,
balancing planning and priorities, and time constraints inhibiting
creativity. As a result, there's been a notable shift in
operational focus, with forecasting and planning now taking
precedence as the primary function within marketing ops teams. This
shift reflects a narrative change around resourcing, emphasizing
the need to maximize current resources while strategically planning
for additional needs. Further noting the urgency around the
subject, planning cycles have shortened, with partners indicating
they need to operate on a 1-3 month timeframe, down from 3-6
months. Yet, while 72% of marketing ops teams lead the forecasting
and planning process, only 39% of creative ops teams have a seat at
the planning table. This presents a built-in opportunity for both
sides to have balanced representation in order to develop strategic
plans together.
Some of the additional findings from the report include:
- 59% of creative leaders consider having adequate resources as
the greatest challenge in 2024, compared to 33% the previous
year
- Creative teams are embracing AI and demonstrate higher AI
knowledge than their Marketing counterparts (27%) and are focused
on upskilling current talent in the discipline (51%)
- 62% say a marketing leader owns the company's CX strategy and
execution, but the journey toward a fully articulated CX strategy
remains a work in progress, with only 33% boasting an active,
clearly-defined approach to it
- 54% of organizations have yet to embrace the adoption of
dynamic content optimization – an essential component of
personalized customer experiences
The 2024 Cella Intelligence Report illuminates the need to apply
strategic integration of essential data points within marketing and
creative operations, empowering leaders to make informed decisions
that drive transformative results. To interact with the full 2024
Cella Intelligence Report and unlock a wealth of strategic
insights, visit
[https://cellainc.com/insights/cella-intelligence-report/.
About Cella by Randstad Digital
Cella by Randstad Digital is an award-winning leader in consulting,
staffing and managed solutions for digital, marketing and creative
teams. We help people build meaningful careers and partner with
companies to help them win and stay ahead of the competition. Our
secret sauce? The Cella Trifecta: Combining our knowledge with your
experience to achieve extraordinary results. Our industry experts
listen to your problems and guide you to the best solutions – from
finding the most in-demand talent to providing consulting services
that can transform your organization. We are always ready to step
up so you can gain the operational edge. Together, we put passion
to work. Cella has earned the 2024 Best of Staffing Talent 15-Year Diamond Award as well as
the 2024 Best of Staffing Client
10-Year Diamond Award.
About Randstad Digital
Randstad Digital is a trusted digital enablement partner that
facilitates accelerated transformation for businesses by providing
global talent, capacity, and solutions across specialized domains.
Our digital talent solutions allow you to scale your team
seamlessly while connecting you with skilled professionals around
the world who align with your chosen technologies. Randstad Digital
was announced on August 30, 2023
under the umbrella of Randstad, the world's largest talent company
and partner of choice to clients. For more information, see
http://www.randstaddigital.com.
Contact
Karissa Sachs, Vice President of
Marketing
p. (610) 257-7434
karissa.sachs@cellainc.com
Media Contact
Karissa Sachs, Cella, (610)
257-7434, karissa.sachs@cellainc.com, https://www.cellainc.com/
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SOURCE Cella