In this “all digital” age, online competition is fierce. Digital channels and social networks are exploited by an exponential number of brands seeking to differentiate themselves and build lasting relationships with their potential customers.
In this context, the creativity of the marketing content they share is no longer an option but an absolute condition to gain visibility and offer their prospects an optimal digital experience.
The digital experience, or the interaction between a brand and a customer via a digital channel, is indeed based on the ability of companies to use these channels and networks to guarantee a fluid, entertaining and efficient experience, to create and maintain a solid bond with their customers.
Without straightforward and creative content, the quality of the digital experience is significantly reduced, and the chances of capturing the attention of a potential customer are reduced.
How can brands optimize this digital experience by developing the most creative, consistent, and differentiated content possible?
They must first recognize the challenges that teams face in their content creation process and exploit the technological solutions available to them to leave room for their creativity.
Overcome the challenges of the “content crisis.”
The conquest of digital and “all virtual” has made interactions with their customers a winding path for brands.
Many of them have stepped up their online activity and dedicated the majority of their resources to the production and delivery of predominantly digital marketing content – resulting in exponential competition accompanied by a flood of content delivered online.
As a result, marketing teams are under increasing pressure since they must constantly renew their content to ensure its originality and increase the scale of this production to meet customer expectations in terms of real personalization—a weapon on the digital battlefield.
According to a recent study, most marketers and creatives have noticed a surge in demand for content over the past year – a trend that shows little sign of slowing down.
The latter – particularly in the video communication sector – also find that they spend too much time performing specific time-consuming technical tasks in the context of the production of this content, leaving them little room to concentrate on the creativity of this one and of their strategies, which must be constantly rethought.
Even if the creative teams maintain a strong pace, they struggle to keep up with the speed of changes in digital marketing and its requirements and sometimes miss opportunities. This constant pressure can also create several internal tensions.
Responding to the growing demand for personalized creative content – sometimes referred to as a “content crisis” – often comes at the expense of originality and quality, making creativity the first victim of this just-in-time environment.
While data analysis tools can partially alleviate this problem by supporting personalization strategies, they alone are not enough to ensure the engagement of potential customers.
Brands must therefore rethink the functioning of their creative division, relying in particular on the technological solutions at their disposal to optimize the work of their teams and give pride of place to their creativity, guaranteeing a quality digital experience.
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Integrate technology as a driver of creativity
The multiplication of active brands online means that it is essential for them to be easily recognizable and have a consistent image on all the platforms on which they are present.
An accurate benchmark for customers, the quality of this visual and narrative coherence conditions the fluidity of the digital experience and goes hand in hand with its creativity.
Marketing managers and their creative teams can approach this in two steps.
First, they must establish a narrative and visual identity that can adapt to all the channels and platforms on which they wish to communicate.
However, suppose creative resources are not adequately managed when processing requests for content production generated by algorithms. In that case, brand consistency can be significantly impacted, as can the quality of the content produced.
Secondly, they must integrate the software tools that will allow them to optimize the distribution of this content and, consequently, to guarantee the consistency of the digital experience of their potential customers.
Marketing automation solutions (or marketing automation ), which take care of repetitive tasks such as formatting or localizing certain simple language elements, are currently in total development. They include, for example, automated branding models, which make it possible to create digital content that conforms to the visual design established previously, or content management systems that also provide access and use authorizations.
These tools create a benchmark that algorithms can use to develop and deliver the most personalized content possible.
These technologies also make it possible to optimize the format and appearance of content according to the specifics of its distribution channel, eliminating the need for manual intervention at the distribution stage – a huge time saver for creative teams.
Without SEO and resource management optimization, the entire “content chain” performance will be limited – from its creation to its distribution.
As digital channels multiply and their technical requirements become more complex, technology must be fully integrated into the creative process. Freeing up time to devote to creating campaigns allows room for creativity—the same guarantee of an optimal digital experience.
The latter’s quality can be strongly impacted by the lack of fluidity and transparency in content creation, management, and distribution.
Therefore, the harmony of the functioning of these three key points is the key to the success of digital strategies.
Prioritizing creativity is no longer an option but an obligation. The brands that are currently doing well have understood that the quality of digital experiences depends on a clever mix between data analysis and creativity – in both b2b and b2c.
In a now highly digitalized world, brands stand out through the quality of the digital experiences they offer to their customers and prospects, regardless of their sector or specialty.
Creativity and innovation must be in the spotlight to succeed: without them, there is no practical digital experience.
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