Marketers are Focusing on Creative Automation for Successful Marketing

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    Marketers are Focusing on Creative Automation for Successful Marketing

    Recent research from Celtra reveals that marketers will focus on stepping up creative automation in the next five years, to draw successful marketing strategies

    The study which was conducted by Forrester in December 2019 revealed that marketers are struggling with inefficient and outdated creative production. This is limiting their ability to deliver relevant audience-specific content without manual and repetitive work. Automation has the potential to address these challenges and enhance the quality and relevancy of digital creativity.

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    The research mentions that 70% of marketers surveyed spend more time creating digital advertising content than they prefer. However, they also stated that automating creative production approaches has a higher probability of yielding a number of business and financial benefits. As per the report, 84% of enterprises expect automation to have an extremely powerful impact on the processes of increasing the volume of ad campaigns in the next five years. Around 83% of companies say that improving workflow efficiency is going to be key to scale marketing operations. Improving creative relevancy was a priority for 82% of respondents while 79% focused on improving creative quality.

    B2B and B2C marketers, as well as creative operations teams, are in the search for software to improve process efficiency, workflow, scale, and relevancy of their output. According to the study, brands find it challenging to keep up with the creative needs of today’s marketing and advertising.

    Some of the key findings of the report are as follows:

    • Forty-two percent of marketers desire a wholesome platform to monitor production, operations, and performance.
    • Thirty-five percent of them need creative content that adapts as per the available data.
    • One-third of the marketers are looking for built-in metrics.
    • About 32% of marketers are keen on one-click creative distribution across platforms and channels.
    • Thirty percent of them said end-to-end workflow for multichannel digital creative is essential.

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    Media fragmentation defines the current marketing landscape, as marketers spread thin across their content requirements. Meanwhile, consumer expectations have been on the rise on a daily basis, putting more pressure on marketers to stay relevant. This increases the burden on traditional creative tools and processes. Organizations that turn to automation in their creative processes and products will significantly improve their performance and overall success found the report. Nearly 40% of marketers and advertisers struggle to educate employees and reduce the skills gap. Thirty-six percent of them find it difficult to keep up with rapid digital growth while 35% of them said analyzing data and metrics is a challenge.