Multi-Channel Marketing Campaign Automation: Broaden Your Reach Painlessly with CMP
Rethin Vipinraj
Multi-channel marketing campaigns have become the name of the game for the average growth marketer. They have no choice. After all, they are dealing with customers who will compare products and prices across touchpoints before clicking the buy button – and it’s not just the bargain hunters.
With a rapid increase in the number of channels, the latest being mobile and streaming, the number of potential interactions has multiplied rapidly.
Quite naturally, the pressure to expand brand reach is immense. Sure, some channels will produce better conversions than the rest. However, you don’t want to lose out on leads, especially at the top of the funnel. This inevitably requires you to target multiple channels (even if it means stretching your ad budget a bit).
Make no mistake: consumer attention is at a premium with the average person exposed to anywhere between 6,000 and 10,000 ads per day. Besides, it takes more than one interaction for a customer to finally convert. Scaling multi-channel marketing campaigns will inevitably mean fixing the execution part.
The average creative team marketer spends way too much time toggling between Google Analytics and other tools to track campaign metrics, resizing creatives for multiple channels, or publishing them.
This leaves little room for benchmarking the competition or strategizing new approaches.
If you’re always in reactive mode, you may fail to spot new opportunities to drive key metrics like conversion rate uplift, for example. The truth is that scale demands efficiency while marketing strategy requires real-time data. Is there a way to harmonize the two? Fortunately, there is. What you need is a multi-channel marketing campaign automation framework that allows you to create a measurable brand impact.
Remember, all the different channels you use are just parts of the whole; the key is to map your creative workflow in real-time to campaign objectives with a clear focus on ROI.
Leveraging CMP to Streamline Creative Production for Multi-Channel Marketing Campaign Automation
Most marketers intuitively know they need a better way to deliver ads across multiple channels. Multi-channel marketing campaign automation can help you understand buyers’ intent. However, to convert that intent into sales, the focus should be on optimizing touchpoints which basically boils down to making the creative production process more efficient.
Long cycle times and a slow refresh rate are symptoms of a fragmented creative asset life cycle which stifles innovation and ultimately impacts campaign ROI. Sticking to the following fundamentals can help creative teams remove redundancies and drive uplift. The key enabler: A Creative Management Platform.
Build key visual templates to eliminate redundancy
Campaign requirements may change at short notice, the creative can’t. In getting a fresh set of designs made, marketers often lose out on critical micro-moments along the demand curve. On the other hand, designers come under pressure to deliver multiple adapts of the same creative at short notice which is uninspiring, to say the least.
A CMP reduces redundancy and enables both teams to co-develop a set of key visual templates that can be adapted for size and orientation within seconds.
Marketers don’t need any special skills to add or remove images and text as needed – the tool takes care of the layout and caption alignment. All you really need to do is come up with the offer/pricing.
With key visual templates, the true building blocks of automation, you can rapidly respond to changing campaign needs without getting the design team involved.
Strategic creative asset management to simplify collaboration
Does your team use an external file transfer service to share design files with colleagues? Sharing compressed files may be faster this way but keeping track of who sent what and to who isn’t exactly easy. The security risks of using unverified apps for file sharing also need to be kept in mind.
Besides, it becomes impossible for everyone to be on the same page when change requests are sent via email and there is no set naming convention for tagging different versions of the same creative. The result: confusion and greater chances of error. A CMP streamlines the sharing and tracking of creative assets, and reusing themregardless of file size – in a secure fashion to boot.
It allows you to define user permissions with regards to accessing, storing and modifying the files shared. In case of any mishap, a CMP can be a lifesaver. The reason: it automatically saves changes and tags versions, allowing for easy recovery when required.
Automate brand governance
No brand can afford to go slow on user acquisition with the increasing competition and shifting customer loyalty. eCommerce brands, for example, are experimenting with product listing ads across categories to drive inbound traffic. The focus is on adapting the creative for different cohorts to drive CTR.
If you’re a new brand trying to break into this competitive market, you’d need to have complete control over how potential customers perceive you. This means being 100% on-brand, 100% of the time. Hygiene factors such as standard logo colors, brand fonts, and sizes are a double-edged sword- they can drive engagement and conversion but can also distract viewers.
If these hygiene factors don’t match up to your brand voice, you’ll have problems communicating your value proposition. A CMP provides assured brand governance by allowing campaign managers to set up and monitor compliance with brand guidelines, minimizing the chances of an error.
It allows you to restrict access to certain design features and set up template rules for users depending on their job role. Once approved, the brand elements can be stored in a built-in media library and used as needed for future campaigns – one-click replication of style and placement or new variations for specific channels.
Bulk create visual assets automatically
There is a reason why micro-marketing is attracting so much attention these days. Brands are discovering niche groups with high revenue potential and unmet needs within traditional customer segments. This is the beauty of data-driven customer personas. However, CTAs, visuals, and language need to flow contextually in order for you to drive conversion.
For example, festive campaigns must make use of distinct themes to drive recall. Given resource constraints and tight deadlines, marketing teams are often forced to settle for a more broad-based targeting strategy and hope for the best.
Iterative creative campaigns rely on compelling copies just as much as design for hitting those conversion goals. From time to time, you may also need to rework your existing copies for context, based on performance data.
However, writing fresh headlines, taglines, and copy for different cohorts isn’t always easy. It can take time for the creative juices to start flowing. AI copywriting can be the perfect Plan B (or even the Plan A) in such situations.
Feed the required tags and keywords and watch as the tool comes up with customized copies instantly. It is not completely automated, though. You can still tweak the output based on the suggestions it provides. Creating fresh copies for multiple channels consistently is now possible!
4 Steps to Painless Multi-Channel Marketing Campaign Automation
Now that you have the foundation in place for scaling your creative production, it is time to execute. Regardless of whether you’re running an in-app campaign or social media one, the ad creative must suit the platform and the audience you’re targeting – in other words, delivering the right creative at the right time.
Here’s how a CMP can take your multi-channel marketing campaign to the next level:
1. Leverage AI-based auto-sizing to adapt content for multiple channels
To stand out from the competition, your banner or video ad must be responsive to both devices (mobile, desktop, tablet) and platform (social media, app, ad network). Plus, there are user preferences to think about too. For example, Instagram attracts a much younger audience than say, Facebook. To create stickiness, your creatives will need to match the style and substance that different audiences demand.
Despite tight timelines, there can be no compromises with brand guidelines either. In the present scenario, one thing is becoming increasingly clear: you cannot afford to sacrifice speed or quality if you want to boost the reach of your brand. The latest CMPs use AI-based auto-sizing to resize all elements, according to your preferred channels in a single click.
You can customize the dimensions yourself or use any of the standard options available within the tool. Even if you want to apply the changes you make to multiple campaigns, one-click is all it takes!
Result: Reduce campaign turnaround time by saving hours auto-generating creatives for multiple channels.
2. Bulk edit to simplify cross-channel campaign refresh, corrections, and experiments
Last-minute changes are the norm rather than the exception in digital campaigns today. So, you need to make peace with it. There’s no denying that making campaign-level edits can be a pain.
Every minute counts and the slightest error in the copy, CTA, or product image could impact customer experience and mar brand reputation. So, you spend some time reviewing the changes, just to be sure!
However, manual editing is a relic of the past. Modern marketers are opting for bulk updates across campaigns by leveraging a CMP.
It allows you to rapidly edit or update multiple elements across sizes from a single location. This accelerates campaign turnaround time and gives marketers the opportunity to test various creative elements in real-time.
3. Publish to multiple channels directly from a CMP
Wouldn’t it be great if you could publish or schedule your ad creatives across multiple channels in a single click? Imagine how much more people you could reach. Most design tools are single-purpose tools that don’t come with support for publishing creatives directly on different marketing channels.
That only means more time spent on manual uploads across each channel, which is unproductive, to say the least. However, if it takes several days for you to launch your campaign, it could fail to get any timely traction with customers.
Remember, you’re marketing to the NOW generation. If the ad creatives aren’t relevant to what the customer wants ‘in the moment’, you’re only holding the door open for the competition. Relax, help is at hand!
You can edit the key elements or even create multiple sets for different cohorts and platforms from within a single window. No more toggling between the screens. Review, edit, publish – it doesn’t get faster than this!
4. Consolidated multi-channel campaign reporting from a CMP
Another piece of the ‘increase brand reach’ puzzle is how to manage performance reporting. With multi-channel marketing, what you are essentially doing is running multiple dedicated campaigns on different platforms. Almost all ad platforms come with built-in analytics that can be manually exported to other platforms.
However, since each campaign is feeding into the same sales funnel, you need to synchronize the data in order to derive meaningful insights out of it. This will allow you to optimize the sequence of touchpoints for the goals you are trying to achieve.
Sure, you can integrate a dedicated reporting and analytics tool to do the job. However, that would mean adding another layer of complexity to your campaign workflow. For example, the configuration process could affect live campaigns, and making changes to the data streams could be difficult. Now you may not associate a CMP with campaign reporting and analytics, but it is a key capability that they bring to the table.
A CMP integrates all the performance insights from multiple channels and presents them within a single window. If you need to do a root-cause analysis, you can filter campaigns by product category, target demographics, and channel. A CMP can enable you to benchmark the performance of different creatives and use the data to optimize future campaigns.
Multi-channel Marketing Campaign Examples from High Growth Companies
Case Study: OkCredit Leverages Creative Automation to drive Customer Acquisition across Multiple Channels
OkCredit is a leading digital account management app for small businesses. The company’s multi-channel acquisition strategy targeted merchants on Facebook and Google via banner ads in 15+ sizes and multiple languages.
The sheer volume made it impossible for them to optimize their ad creatives and drive conversion. That was until they discovered a CMP. Using branded templates and AI-based auto-sizing, OkCredit was soon getting the engagement they hoped for with a 5x reduction in campaign TAT.
OkCredit leverages AI-based auto-sizing for multi-channel delivery
Urban Company Reduces Campaign Cycle Time by 8X with Creative Automation
Urban Company is India’s biggest home services marketplace. They require hundreds of banners and videos daily for use in in-app promotions, social media marketing, and performance marketing campaigns.
Their creative production process was completely dependent on designers to do everything from design to adapts. This caused production bottlenecks and high TAT for the brand’s multi-channel campaigns.
The company decided to address the problem by implementing a CMP. Within weeks of working with feed-based design templates and AI-based auto-sizing to allow their team to target multiple platforms, they noticed a dramatic improvement in their output.
A one-size-fits-all approach can be the bane of a multi-channel marketing campaign. Targeted messaging and real-time tracking are essential for driving brand reach. Soon enough, how customers respond will give you plenty of clues as to the effectiveness of a campaign.
With multi-channel marketing campaign automation, brands can improvise before it’s too late. However, it is also time to overhaul and realign the creative ecosystem to weed out process inefficiencies and boost collaboration. The two are absolutely inextricable.
In fact, creative automation is the driving force behind marketing automation and ultimately brand growth.
About Rocketium
Rocketium is a leading creative management platform that enables brand teams to regain control over creative design and production. With features like feed-based templates, bulk editing, auto-sizing, and design collaboration, our platform helps remove uncertainties with regard to turnaround time and cost and empowers you to innovate with confidence.
Leading brands like Ajio, Meesho, and BigBasket trust Rocketium to help them deliver at scale and more are joining the design-led growth movement every day. Will you be one of them?
Need more insights on leveraging CMP for multi-channel marketing campaign automation?
Rethin Vipinraj 
