by Celtra // February 2, 2019 // Blog

For the first time in history, a majority of the global population is connected. Inevitably, this has created a new set of rules for brands. Still, many are struggling to keep up. What can brands do to not only survive, but meet all of their digital advertising and marketing content needs?

Take a look around — consumer experiences are connected, in-charge, and on-demand. Apps like Airbnb, Uber, and hundreds of others have empowered consumers. They now have constant access to a plethora of options. Brands who can provide the best consumer experience will prevail.

As such, consumers have grown discerning. In fact, 92% believe suggestions from friends and family more than advertising, while 70% report always or sometimes taking action based on online consumer opinions. Clearly, brands who are in-touch with their consumers opinions and desires will see a positive impact on their bottom line, too Just look how Tesla reacted to a single customer suggestion:

At the same time, work experiences are more remote, collaborative, and connected than ever. After all, 78% of knowledge workers have the ability to take flextime and work an average of 8 hours from home each week. It’s also predicted that by 2027, the majority of the US workforce will be working remotely. Technologies services (think Slack, Google Drive, Dropbox) support this shift, but what about for your creative production?

Marketers are struggling 

Below you can see how circumstances have led to what we’ve coined the Content Gap. Meaning, the space between content demands and the resources currently available to meet them. Businesses lack the capacity to make content at the speed they need. Meanwhile, workplace resources are thinning even as content demands are increasing. 

Clearly, marketers need help with content. We know because we asked them. In a commissioned Celtra study conducted by Forrester Consulting, the following pain points were validated. 

Insufficient output: 77% report that they could benefit from a more automated digital advertising strategy. 

Missed advertising opportunities: 42% report that a cohesive platform to track production, operations, and performance would be most useful to creating and scaling their digital advertising. 

Minimal creative relevance: 65% are connected with an organization’s ability to localize digital ad content. 

Creative automation is key 

An all-in-one solution needs to address all of these challenges. 

Creative automation software gives creative and marketing teams the tools to collaborate on design and deliver digital content across the ever-growing number of channels, formats, platforms, and markets. It allows brands to keep pace with the collaboration and content they need to succeed. 

It works through several standout features. 

  • Fast production and  reuse of unlimited amount  of creative assets 
  • Feedback, commenting, review, and approvals are all in the cloud, no more email chains
  • Code-free building of complete rich media assets (or HTML5 assets?)
  • In-depth, real-time analytics and immediate adjustments
  • Translations, versioning, and data-driven content 

Now, this all sounds good in theory, but you probably want some proof. 

For one of our large, global apparel brand’s holiday campaign, they were able to go from 8 static display sizes with a single CTA to 168 different assets with CTA variations — increased creative output with personalized messaging instead of one message for all. Additionally, this campaign experienced 40% more attributed revenue than their traditional campaigns while saving $70K on production costs per campaign. 

The takeaway 

Connected consumers require a high volume of quality content. At the same time, brands are becoming more collaborative and remote — they need faster, more unified creative production to survive. Creative automation software is the answer to solving both sides of the equation. By tripling production speed, brands can deliver much more content. Plus, messages can offer the personalized attention consumers have grown to expect. 

Interested in learning more about closing your Content Gap? Reach out today.

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