The ability to customize content on the fly in response to consumer demands and campaign performance is table stakes. This, of course, means global brand marketers need better, faster and more dynamic ways of creating content.
For brand marketers creating global campaigns, thousands of hours of production work and marketing spend can be saved by embracing digital capabilities and leveraging built-for-purpose solutions that make your assets work harder. Let’s look at how that works.
Programmatic creative
Programmatic creative uses data to automate routine and repetitive parts of the creative production process, reducing cost and time to market.
An example is the automation of digital ad versioning or adaptation for different markets. This is a centralized process that can quickly create large volumes of on-brand personalized content, ready to deploy in a matter of minutes. In the era of programmatic media buying, access to automated creative production is a vital part of an effective digital advertising strategy.
Purpose-built SaaS
Brand marketers who streamline their automated production needs with an all-encompassing service that manages both backend CMP (content management platform) as well as self-service SaaS solutions are best placed to achieve an efficient production model.
Purpose-built SaaS solutions solve critical workflow challenges for global businesses, but it’s essential to understand what is right for your brand. Tailoring solutions on a module-by-module basis, targeting specific bottlenecks in a brand’s internal workflows delivers the most optimized results.
Dynamic content optimization
There is an increasing demand for integrating automated production capabilities with rules-based publishing, a process known as dynamic content optimization (DCO). When executed correctly, a DCO solution can deliver highly effective content personalization at scale—based on any number of variables including location, behavior, device or the end user’s demographics.
End-to-end solutions
More frequently than ever, a cloud-based adaptation and versioning solution for print, digital and video is being used for automation. These frameworks allow for versioning control and editable templates, all based on predefined brand rules.
When combined with an AI creative analysis solution, brands can benefit from data-led optimization of creative content, before launching in-market. The assets created can then be stored in a central repository for immediate search and retrieval. This type of integrated approach to content and workflow automation is proven to deliver up to 80% faster end-to-end production times.
Because brand marketers need better ways of creating dynamic content to meet consumer demand, it’s critical that they embrace digital capabilities and leverage built-for-purpose solutions to allow them to work smarter, not harder.
