Running Liquorice for the last 10 years has given me a great deal of insight into how B2C marketing teams operate. This has lead to the creation of our associated product company, Dokio.
Everyone wants to be working on the next big campaign (agencies included), but there seems to be a never-ending stream of ad-hoc artwork requests, last-minute changes, resizes, localisations…. (you get the idea).
At first glance, so much of the business-as-usual work looks like it should be mind-numbingly simple — a change to a press ad headline, an image swap on an email, updates to a legal disclaimer — but it’s that work that can quickly fill up our days.
Don’t get me wrong, I understand why it all takes time — with stakeholder sign-off, legal approvals, brand sign-off, minimum agency turn-around times, it’s no wonder that so many hours are sunk into what looks like it should be the simplest of tasks, and don’t get me started on the cost.
This inefficiency is what a marketing design automation platform like Dokio tries to address.Continue reading