Digital marketing agencies are under greater pressure than they’ve ever experienced. Client demands for faster campaigns, multiple platform new content and consistent campaign results. Meanwhile, agencies are handling a greater number of channels, ad types and audience sizes. With all this, then how can agencies keep up without overwhelming their team?
That is where automated creative production is playing a crucial role.
One of the most time-consuming activities in any marketing campaign is the creative production. Crafting ads, developing social media graphics, writing ad copy variations, resizing assets for various social media platforms and continually updating assets can take up a lot of time. These tasks are even more difficult if agencies are working with multiple clients.
The challenge can be resolved with automated creative production, which streamlines and speeds up the content creation process. Agencies can save time on creating assets from scratch, as well, by utilizing the use of automation tools to create, adapt, and manage creative content more efficiently. The result? Better workflows, less workload and improved scalability.
Meeting The Demand For More Content
In today’s digital world, there’s a need for constant content. Everyday people are bombarded with so many ads, that there needs to be fresh and interesting content if brands are going to be relevant. However, generating lots of content manually can not always be feasible.
Consider a campaign that is distributed over social media, search, display, and video. Every channel calls for various formats and variations in creativity. With non-automated, these assets can take days or weeks for creative teams to create.
Agencies can produce a number of content ideas with automated creative production. This ensures agencies stay fresh without compromising on quality, or burning out their creative team.
Improving Team Productivity
The one thing that automation offers the best is productivity. Creative professionals possess a high level of skill, but often they are required to perform repetitive tasks that do not maximize their skills.
Do manual resizing hundreds of ad creatives make sense for designers? Should copywriters invest hours into making small tweaks to content for various platforms?
A lot of these repetitive tasks are automated, freeing up time for team members to work on strategy, creativity and innovation. Teams can use some quality time to develop ideas that will help propel the performance of their campaigns instead of sitting at the desk doing the mundane work.
Faster Campaign Launches
Time is a crucial point in digital marketing. Times are fast-changing, customer behaviour is fast-changing, opportunities can vanish within days. Quick actions get a competitive edge if agencies can get campaigns off the ground sooner.
Automated creative production helps save a huge amount of time in creating these campaign assets. From generating variations on the ad itself, to refining the messaging for your promotions, or adjusting your copy for seasonal campaigns, automation speeds up agency response to market needs.
This not only works well for agencies, but also enhances client satisfaction. After all, it’s beneficial to a client to have a partner that can make it happen without all the unnecessary delays. Agencies using Lapis can create, test, and publish ad creatives much faster.
Enable Personalization At Scale
Today’s customers have come to expect customization. Consumers are tuning out of generic marketing messages in favour of content that’s relevant to their needs and interests.
But when it comes to personalization, there’s a tendency to make many variations for a variety of audience segments. Creating these variations manually can be quite overwhelming, particularly in the case of multiple campaigns.
With automated creative production, it is more attainable to personalize on a larger scale. Agencies can use an AI ad maker to easily create varying versions of ads, visuals, messages, depending on audience attributes, location, behavior, or preference. This enables campaigns to be more relevant and remain efficient.
Reducing Human Errors
All teams, even the most seasoned ones, can end up making mistakes when it comes to dealing with a massive amount of creative assets. Sometimes, there are dimensions or messaging that are incorrect, branding that is inconsistent, or elements that are missing.
Thanks to automation, these risks can be minimised by applying pre-defined templates, rules and brand guidelines across the production process. This provides consistency throughout campaigns, and reduces costly mistakes that may affect the business or brand.
Final Thoughts
Digital marketing firms are no longer just simply convenience-driven by automation. It’s becoming a vital aspect of today’s work. As campaigns grow in complexity, agencies must have systems to enable them to work smarter, not harder.
Improving agencies’ production processes with automated creative production means better efficiency, more productivity, better personalisation, and faster campaign delivery. It also means creative teams can concentrate on what they’re best at: working on concepts that resonate with people and lead to beneficial outcomes.
Automation is not just about eliminating creativity for digital marketing agencies; it’s about enhancing their creativity. It’s all about providing the creative space to grow and lowering the amount of manual tasks that slow teams down. That can mean the difference between making it or breaking it in the fast-paced digital world.
