- This holiday season, consumers want new and unique content and don’t want to see the same subject repeatedly.
- Retailers and brand marketers are looking for top wishlist by producing more creative volume without sacrificing quality and scope.
- The growing number of platforms and accelerated online adoption may have resulted in brands overusing existing motifs over the past few months, creating a challenge to execute.
- To win and close the revenue gaps this season, brands need to employ creative tactics and effectively close the content gap by harnessing the power of creative automation.
This vacation is where consumers want new and fresh content while shopping online or through other digital channels during the pandemic. According to a recent US consumer survey we conducted, 79% want brands to have different approaches to storytelling – they don’t want to see the same ad / motif repeatedly.
We spend more time online than ever before and have probably seen it all anyway.
At the same time, retail and brand marketers want to keep their consumers happy this season and produce tons of vacation campaigns without sacrificing quality.
The ever-growing number of platforms, channels and accelerated online adoption, as well as the fact that brands may have overused pre-existing creative concepts in recent months, present a challenge to execute.
This Christmas season, brands will try harder than ever to fill the sales gaps due to lower retail traffic. Hence, they need clever creative tactics and this content to do so effectively. When the stakes are high, you don’t want to put all your eggs in a single basket.
When the volume requirements become overwhelming, creative diversity and quality are compromised. Yet as brands start running their promotional machines to compete for consumer wallets, manufacturing resources and budgets have not grown to meet demand, and teams are expected to do more with less.
This dilemma is known as the content gap, and a lot of brand marketers and advertisers feel stretched thin. Brands need to consider different, more efficient ways to produce creatively.
On the ‘naughty’ list
The content void creates massive pressure within a brand or retail company. With consumer spending picking up again, brands need to make sure they are delivering creative content seamlessly and efficiently this vacation. Let’s discuss these challenges.
- Lack of creative quality: Over half (51%) of consumers find creative assets the most memorable with relevant offers. However, producing and promoting weekly – if not daily – Christmas sales across multiple channels puts a strain on advertising content (email, social posts, etc.). Retail marketing and advertising teams often sacrifice quality in order to get a high volume of advertising campaigns across platforms.
- Scattered and slow process: Typically, internal creative teams, marketing directors, and media agencies review campaigns, but they often work in silos. This method creates friction losses as the stakeholders have their processes and preferences to complete a campaign – especially when most teams are now working remotely. Brands strive to work together quickly and seamlessly, causing them to leave money on the table.
- Inefficient regional or local adjustments: The localization of global campaigns offers the possibility to reach international markets and to get in contact with them. However, the traditional production processes that brands have introduced are duplicate efforts, not to mention inconsistent brands, when the local markets have to be recreated from scratch.
Creative automation is at the top of the “nice” list
Creative automation is the antidote to the content gap dilemma and will save brands this holiday season. With 61% of consumers expected to do their holiday shopping online this year, brands need to come up with a variety of creative holiday campaign ideas, messages, and promotions to charm and convert consumers.
In practice, creative automation software enables brands to launch campaigns faster, apply changes to existing themes instantly, do more with the same resources, and bring remote teams together for an agile response during pandemic deliveries.
To infinity and beyond
Now that we understand a little more about creative automation, let’s dive into how brands can drive their creative production this holiday and new year.
- Don’t compromise on diversity, produce on a scale: Brands can expand their creative resources to multiple permutations of templates, designs, languages, and sizes. CA brings all teams in one place to help at multiple levels – features like multi-user access to preview, review, campaign approval, speeding up workflows while removing the constant user management.
- Accelerate time to market and free up space for quality creative work: Even the biggest and most resourceful brand needs the right technology to make their creative production process more effective. With the right technology, creative teams can become faster and more agile by eliminating manual, repetitive tasks in production workflows. Speed is important, but time and resources are also important. When you don’t have to choose between quality and quantity, brands can focus on promoting creative ideas.
- Always on the brand, always in control: Investing in high quality creative production maintains brand consistency across regions, platforms and messaging on a single surface. According to a recent creative diversity survey, 60% of consumers are concerned or distrustful of a brand when ads or content does not suit their website, app, or business.
Take a new approach to automating creatives
Consumer sentiment shows that retailers need to evaluate how they create and run vacation campaigns.
Investing in creativity is a must before the holiday season. Second, for retailers, creative strategy has become a critical lever to drive sales. Today, however, the challenge is that many brands have not organized their creative teams to respond and move quickly to global and local consumers.
This holiday season, transformative retailers and brands will make strides using new technologies like creative automation to automate and scale their creative messages, enhance their diversity, and help their teams focus on strategic work. Those who place more emphasis on creative variance and agility will stay ahead this quarter and beyond.