In 2023, over 70% of CMOs couldn’t fully execute their marketing strategy due to a lack of resources. It’s getting undeniably harder for marketing teams to keep up with increasing content demands while tackling the rising complexity of the digital advertising landscape.
How can brands and marketing teams thrive in this digital advertising era defined by speed, variety and relentless innovation? The answer can be found in harnessing the power of specialized software solutions.
Automate what you can
In this dynamic and rapidly changing market, it’s becoming impossible for teams to satisfy content production demands by keeping the same work processes. In 2024, your team should be automating and streamlining all parts of a digital campaign from production and adaptations all the way to review and distribution.
Specialized digital advertising tools like creative automation with built-in AI features can help you get the most out of the resources you already have. When you transform outdated processes by automating repetitive tasks, you significantly speed up your marketing efforts and free up more space for your team to focus on strategic and creative thinking.
Be ready for any industry shift
Marketing, media and creative teams desperately need both speed and agility of delivery in today’s volatile market. Remember the pandemic days when brands needed to switch to online shops and adjust their messaging overnight? With major customer, industry and economic shifts now happening on a regular basis, it’s crucial you’re able to quickly respond to the changes in the market, consumer behavior and emerging tech trends.
AI-powered advertising software can help you not only closely monitor anything that’s going on in the market but also respond to any shifts more quickly. Using such tools and building your advertising in a modular way allows you to easily adapt your existing work for new audiences, markets, and digital campaigns, so you don’t need to produce entirely new content for every emerging trend.
Test and optimize faster
In recent years, many marketers have been focused on media optimization, but you wouldn’t hear much about creative optimization. Why is that? The answer is simple: Many marketing teams just can’t produce enough creative assets for testing purposes, which forces them to put all their eggs in one strategy or audience basket. It’s a huge missed opportunity—you should definitely be trying out different creative options as creative quality drives up to 70% of campaign performance.
Marketing teams can unlock the full potential of creative optimization by leveraging a suite of tools and software solutions to help them create enough high-quality content. Once your team can easily produce a large volume of engaging creatives, you can quickly test out multiple options. This enables you to pinpoint the ones that perform best and optimize your creative accordingly.
Bring media and creative closer
If your media and creative teams still work with linear processes, a misalignment of media and creative execution is just waiting to happen, not to mention your turnaround times are way too long. If you want to make sure your creative outputs match your optimized media, you need to bring your teams together. The first step? Simplify collaboration by streamlining all campaign processes in one end-to-end platform.
When you enable seamless collaboration between all your teams with a simple, unified workflow on a cloud-based platform, you ensure everybody can stay on the same page at all times. With improved team alignment, you can bridge the gap between your media strategy and creative execution for optimal results.
Want to make sure your marketing efforts don’t fall behind in today’s fast-changing market? Leverage the power of the right tech—before it’s too late. From accelerating your processes, boosting agility and testing efforts to improving team alignment, tech-powered solutions like automation and AI can help you thrive and secure your brand’s future in the dynamic digital landscape, where the next major shift is always just around the corner.
—
Chris Cutino, CRO at Celtra, boasts over 30 years of experience in sales and leadership, helping top marketing and communications professionals to drive successful results across their organizations. He has worked with major brands, agencies, and nonprofits to tackle diverse challenges.
