Marketers have turned to visual assets to catch consumers’ eyes. In April 2015, Digiday, in association with Chute, polled more than 200 US marketers and found that respondents planned to spend 30.5% of their budgets on creating, producing and publishing visual content and materials, such as websites, emails, social media posts and ads, this year.
However, marketers will need to overcome challenges if they want to create effective visuals—and Digiday found that the biggest hurdle had to do with a lack of time and staff, cited by nearly two-thirds of respondents. No other option came close, with maintaining timeliness and relevance, the second-highest response, cited by 35.5%. Generating creative inspiration and original content wasn’t as much of an issue, highlighting the fact that marketers have the ideas, but not the resources.
The need for more resources was clear when respondents were asked how much time they spent on visual marketing. Nearly half of respondents spent more than one-quarter of their time each week designing, adjusting or handling visuals. Read the rest at eMarketer.