Latest

Christy MacLeod – Mar 25th, 2015

Today’s marketing teams are expected to be digitally savvy, analytically minded, process oriented, and creatively inclined. Achieving excellence across these talents is no easy task. More often than not marketing teams are so focused on trying to keep up with sales needs, campaign deadlines and industry changes that they feel like creativity has to be rushed or outsourced.

Two things happened yesterday that made me think about how marketing teams enable the creative process.

First, in a meeting yesterday with a creative director he said that when he initially heard about our software offering “centralization” and “governance” of marketing activities, he wanted to rebel against it. After walking him through how easy it is to find files, create content and craft messages in Percolate, his view completely changed: by the end of the conversation he saw how software can enable creativity.

It was a good reminder that we talk a lot about marketing operations (the science), but also need to be deeply respectful about the creative side of marketing (the art). The reason we’re building software is to remove the annoying, repetitive parts of marketing, to free up time that allows a marketer to be more thoughtful and creative. Repetitive tasks that keep the marketing engine running may be necessary, but they come with an opportunity cost because they often take up mental capacity and time for brainstorming. This made me start to think about the mental space that’s required for creativity.

Second, we hosted our third DesignTalk event last night at the Bowery Electric. The theme was “Spaces to Play” and our speakers, who came from a variety of design backgrounds, brought awesome ideas to share (if you haven’t made it to one of the DesignTalks, make sure you get to the next one!).

Read full article

Featured

How Marketing Leaders are Managing Brands in the Information Age

Marketing has changed more in the last 15 years than it did in the 50 years before that.

The Year Social Media Moves Beyond Social

Social is entering a new era in the history of its communications potential. In doing so, ‘social media’ companies like Facebook and LinkedIn are briskly redefining their identities, business models and the boundaries they are able to connect people — or brands to people — within.

How the Human Brain Experiences Your Brand

The best brands are built to last a lifetime. GE’s existed for over 118 years, IBM recently celebrated it’s 103rd birthday and even innovative Apple is steadily approaching 40.

About Percolate

Percolate's web and mobile software helps marketing teams save time, grow brand recognition and generate more sales. From brand governance, planning and creation to audience acquisition, moderation and analytics, Percolate connects and automates key marketing tasks to help you create and distribute content that wins customers.