The digital advertising market is becoming increasingly inundated with contemporary clientele craving instant gratification. The buying cycles are now being described as messy middle and no longer linear. Advanced marketing tools are required to reshape brands and provide creative variety which matches the dynamic scale and optimise digital asset distribution. Therefore, performance is not only creative driven but also data driven, leaving companies with significant benchmarks to achieve (Bacon, 2017). Enter creative automation.
Proof in figures
According to research, about 85% of shoppers trust brands with great advertising. Customers envision company branding efforts to be consistent with what the brand sells and want the advertising effort to reflect the brand story. Furthermore, modern marketing relies on understanding commonly used keywords for Search Engine Optimisation (SEO). However, with the lack of an effective workflow, many brands release lackluster high-volume campaigns which have little impact on consumer minds (Celtra, 2021).
A digital trends survey highlights that workflow issues were the most common hurdles that marketers face as there remains an intermission between content distribution speed and creative output speed. The sheer volume of content needed to digitally market multiple products puts massive strains on idea generation (paminy, 2022).
Why creative automation?
Creative automation refers to a variety of tools developed for the sole purpose of improving content production quality and increasing content production volumes of creative assets. It is a necessary asset for businesses to maintain an agile approach to stay ahead of the competition, effectively target customers, and achieve brand excellence (Serb, 2021). Organisations can harness the following benefits if they opt to utilise automation solutions:
Brand consistency – When massive companies oversee multiple advertising campaigns across a multitude of channels, consistency of visual assets, brand language, and tone becomes a challenge. Zenith is a pioneer in deconstructing text, graphics, and video into several fragments before re-assembling them into personalised advertisements for different target audiences without losing their brand identity.
Improved workflows – Through the utilization of built-in real-time collaboration features, planning, designing, editing, and proofreading becomes easier. As a result, work proceeds smoothly within the organisation, improving productivity, speed, and creative production quality. Saatchi & Saatchi, a world renowned advertising agency was able to leverage automation softwares to organise its client requirements and develop innovative advertising campaigns.
Improved audience reach and targeting – Statistics show that when brands effectively use creative automation, their click-through rate (CTR) doubles while their return on ad spending (ROAS) increases by almost 60%. Companies like Zomato and Dominos Pizza are able to capitalise on this and develop innovative mail and message related content whenever new trends circulate across social media, keeping content relevant while enticing audiences to keep in touch with the brands, providing them with a significant competitive advantage.
Scalability advantages – As repetitive tasks are handled by automation tools; quality content and campaigns can be developed at any scale with reduced involvement. Nike is able to promote its product portfolios around the world as well as in localised regions through effectively automating its advertising format without the need for micro-management.
Content that excites
As AI permeates customer journeys, the job of marketers around the world will undergo a transformation which focuses on empowering creative thinking. At the end of the day, the tools are only as good as the mechanic that uses them. Companies must understand where and how creative automation can be integrated into their marketing efforts to connect teams and transform branding for the creation of powerful brand messaging.
References:
Bacon, J. (2017, March 6). The future of creativity in an automated world. Retrieved from Marketing Week: https://www.marketingweek.com/future-creativity-automated-world/
Celtra. (2021, December 8). Why Creative Automation Is Every Growth Marketer’s Secret Weapon. Retrieved from Celtra: https://celtra.com/blog/why-creative-automation-is-every-growth-marketers-secret-weapon/
paminy. (2022, January 3). Brand Excellence in a World Where Every Impression Is a Brand Impression. Retrieved from paminy: https://paminy.com/brand-excellence-world-every-impression-brand-impression/
