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TrendWatch Report
The TrendWatch Report/Creative #7 (Summer 1999) states that two out of three creative professionals say:
- Keeping up with technology is their primary business challenge
- The second most important challenge is deciding where their business should go in the future (61%)
- The number 3 concern is finding qualified employees (45%).
These numbers sound stale since TrendWatch has reported them so many times. However, here's a new twist: Internet related issues are keeping these challenges fresh for today's creative professional. Not only is the technology new, but employees who can make it dance are so very hard to find.
Drawing on the report, major challenges creative pros are facing include:
- Keeping up with technology changes in the next 12 months (66%);
- Of those that intend to purchase web page creation software, 73% are challenged by adapting to new technologies, a percentage that is significantly higher than all respondents;
- Of creative pros that bought media asset management software, 70% say the finding new employees is a major challenge for them (again much higher than typical respondents).
TrendWatch suggests that readers get our their Marketing 101 textbooks again since understanding a target market's problems is the first step to crafting the right solutions and messages for these buyers. They note that where there's pain there's gain and market confusion is ripe with new opportunities!
For more about the TrendWatch Reports and definitive graphics, creative
and electronic media market information, see the company’s website
(www.trendwatch.com).
Contact: Dr. Joseph Webb or James R. Whittington, CMC, TrendWatch partners
(info@trendwatch.com) or call
800-283-8063.