To scale the creative content gap brands need to embrace constructive disruption. For the most part, what makes it even more intriguing is the timing. The unforeseen chaos we’re all forced to live through as individuals and as professionals.
Marketing in the age of digital migration
Across the world, people have gone through many firsts just in the beginning few months of the year 2020. Aside from the five-year leap in the adoption of digital, the surge in the online order, research and safety concerns looming over physical visits has set up an ideal platform to reinvent business conversations. To address this opportunity upfront, brands need to scale creative content with unique, consumer-focused, visual-led campaigns.
The marketing team of any organization is first in line to get impacted during an internal or external crisis. Also, the team shoulders the responsibility to champion the response to the crisis to avoid any further damage to the business. Precisely the reason why the marketing team needs to be well equipped with data, a better understanding of digital channels, and changing consumer behavior. This can only be accomplished by disrupting the existing system.
What is constructive disruption?
Uncertain times call for out of box innovation to navigate to the next normal. The transition to the next normal requires resilience. While the inherited knowledge form the foundation the break through strategy adoption can constructively disrupt the current business model to traverse set backs to dominate the market.
Why is there a need for constructive disruption today?
The global pandemic has made the entire value chain of business vulnerable. Every other decision, campaign, the organizational process is under scrutiny. The implementation and testing of strategies are happening at a rapid pace globally to break the curse of the pandemic.
The need— Establish a strong foothold in the market, the one that’s not prone to more vulnerabilities.
And it all begins by going Digital
Even before the pandemic rocked the business landscape, digitization of processes was on the move. What initiated the rapid implementation is the force of the big shift. A sudden surge in online demands, broken supply chains, fragmented placement of teams, lack of training to tackle the crisis — all had to be addressed without expertise in dealing with such a crisis in the past.
Why is digitization important?
The business agility through a socio-economic crisis is a testament to the stable long-term strategy for any organization, even without a crisis management playbook.
Digitization enables companies to approach unprecedented situations in a fast and timely manner to set the path to recovery within no time. An upgrade to the strategy occasionally should be on cards; organizations shouldn’t wait upon the crisis to take on digital disruption.
Rethinking personalization to connect with stay-at-home consumers
More than ever now is the time to stay relevant and realign brand purpose to echo the concern and needs of the people. Slacking on the couch, longing the break from the new normal, people are constantly on the lookout for convenience— all while browsing the internet.
Online sales hit $497 billion in the first 8 months of 2020. Thus the rise in the digital marketing budget. Every consumer-facing digital channel has seen a rise in engagement from the businesses as outdoor ad spend has seen a sharp decline.
Not to forget, we live in an era of instant gratification. Make it 2X with the current situation and the brands flocking to own digital channels with a hope to make up for the lost revenue. The bombardment of endless mundane messages has only left consumers impatient and longing for relevance.
The question ahead of all brands —How to effectively transform the brand communication to stay consistent across all digital channels.
The answer to this is “Personalization”.
Rethinking personalization for brands isn’t limited to adopting strategies that maximize engagement rate. All things considered, it should translate to an overall effort towards digital disruption. Ultimately, reducing acquisition cost and shooting up the efficiency of marketing efforts.
Rewire and hardwire — The cross over of personalization and creative content gap
The traditional long-term business planning has to be replaced with the agile model. The lengthy approval cycle should be replaced with real-time collaboration and communication for quicker execution of ideas.
The real power of personalization lies in the capability to cater to changing consumer needs in real-time. To enable this at a larger scale and for smart execution, brands need the right automation technology.
Digital communications are powered and dominated by mostly videos and banners; In short, Creative Content. The combination of copy, creative content using a base template to create infinite variations is at the heart of personalization.
Scaling the creative content gap in the new normal
With the billboard ad spending moving to digital billboards the need for diversified creatives is on the rise. This shift to digital-first is likely to stick for long as people come to terms with it. Not to forget the convenience online shopping offers— comfortable, hasslefree, safer, and easy on pockets.
Unarguably, the demand for creative content is on the rise. Designers are unable to keep up the pace. Marketers are missing out on crucial deadlines. The struggle is real when it comes to standing up to the expectation of quality with scale.
To address the gap in creative content, brands need to adopt the technology that automates the creative production, management, and distribution of creatives at scale. As a matter of fact, the solution to the growing creative content gap isn’t just producing content at a scale but also managing content to re-use and re-purpose to cater to the demand.
Digital design platforms can offer an all in one solution to address the creative content gap. It all begins with creative automation— the solution to the creative production at scale in language and dimension of choice.
For a campaign success, the alignment of brand, design, and marketing teams is crucial. The creative assets in every campaign have the capacity to build or break brand consistency. Uniquely, a software that manages end to end creative operations can transform digital communication.
A templated technology that empowers teams across organizations and not just the design team to work on creatives, is a major move towards bridging the creative content gap. The creative assets that follow the brand guidelines help brands accelerate brand presence and in maintaining a unique brand voice.