How Automation Is Changing the Game for Marketing
It’s the bottom of the ninth. Two outs. A home run here wins the game. The batter steps to the plate, takes a swing and blasts it over the left field wall. Gone! Every fan in every seat will remember this moment, and it’s a moment enhanced for fans in attendance and those watching from home through celebratory images across the team’s social channels.
It’s obviously a win for the team on the field. But creating this unique, inclusive, and memorable experience for fans anywhere is just as meaningful a win for the marketing team.
How were they able to develop and deploy a perfectly calibrated set of posts in a split second?
Automation is a big part of the answer. As marketing teams are tasked with delivering memorable consumer experiences at a higher volume and with greater velocity than before, technology is helping them execute campaigns that exceed expectations — not only in terms of speed, but creativity, and bottom-line impact, as well.
Automating Creative Tasks
The world has evolved. In the era of social media and always-on marketing, there’s a distinct balance that needs to be found with creative work. Teams not only need to execute on week-long campaigns, but also create immersive experiences that happen within minutes, sometimes even multiple times per day. While traditional campaigns will continue to have their place in an overarching marketing strategy, maintaining consumer interest through immediate engagement is a critical new piece of the puzzle.
But today’s turnaround time is faster than ever before. The necessary speed to make these experiences happen requires teams to use automation tools to churn out content in real-time.
Take the example above. From the main scoreboard to the various screens scattered across the stadium, custom graphics flash throughout the game and create a unique experience. With each score or big play that calls for celebration, teams are tasked with executing on a myriad of visuals creatives have developed to support these moments and pushing them out across social platforms within seconds — with the help of automation. Through solutions like Data Skrive that make this possible, marketing teams can become the MVP by promoting the moment in real-time to expand the celebration and ultimately create an inclusive experience.
Adobe Creative Cloud is another great case study in automating tasks to assist creatives by removing the manual work involved in developing graphics. Whether implementing batch processing in Photoshop or adding actions to Illustrator, streamlining these repetitive and tedious tasks can eliminate significant time for creatives. Utilizing automation not only leads to faster and more efficient workflows; but, in return, better business impact by pushing innovation that can move the marketing strategy forward.
Collaboration Is Still a Key Player
Even with automation’s new role in marketing, the creativity that goes into producing consumer experiences will continue to be fueled by human collaboration. The “creative” in creativity comes from the background the team brings to the drawing board. So, while the creative vision and strategy cannot be replicated, executing on that idea to make it a reality can (and should) be automated. By transforming workflows with this in mind, marketing teams can focus on the creative collaboration that leads to innovation.
Wendy Clark, CEO of DDB, summed it up best when she said collaboration is rooted in speed and efficiency. Today, “how” people work is equally as important as “what” they do, and companies need to find a way to get the best of both worlds by delivering creative experiences while automating processes. Creativity doesn't mean only having the best creative team, but it means having the best processes and solutions in place to drive quality output.
Automation is transforming the way marketing teams get work done — and this trend will only continue, as next-generation technologies, like machine learning and artificial intelligence, step up to the plate. This is something to be excited about. Automation is not going to replace or challenge a creative's job, but instead free up their time to do what they were hired to do: think of more creative ways to deliver messages to customers in a memorable way.
With one-third of marketing budgets now allocated to technology, CMOs are expected to integrate solutions that can deliver on new expectations, optimize workflows through automation and streamline execution to keep up with what today’s consumers’ desire. When technology takes over the mundane tasks that we all spend half our time completing, teams will be left with more time to ponder and deliver impactful creative work. It’s the innovative marketers who will recognize this, accept it as the new normal, and transform how creative experiences are delivered today.
Related story: How to Perform Creative Testing on Facebook and Google