with vacation With the season nearing, growth marketers are gearing up for their busiest time of year. E-commerce brands are now leaning heavily on social selling and digital advertising, but they should also expect an omnipresent buyer – 62% of buyers According to Celtra, there are plans to shop both online and in-store this holiday season.
The market is crowded. Digital marketing requires a large amount of on-brand creative assets, and it is hard to produce them rapidly without compromising brand equity or storytelling. While marketing channels have exploded in volume, most creative production workflows are what they were 50 years ago.
But marketing is a monster that feeds on creative assets, requiring more and more each quarter.
The fact is that any paid impression is also a brand impression and an opportunity to differentiate the market. In fact, paid impressions are often the only chance to impress some buyers. That’s why creative — your brand, your design and your message — matters. Growth marketing, traffic, subscriptions, direct-to-consumer channels, testing, and ultimately, revenue all depend on creatives to be successful.
Still, low-funnel assets are rarely brilliant at branding or even remotely interesting. Teams are limited in meeting global demands across more channels than ever before, and the creative output they produce is suffering. Brands don’t have the luxury of spending time extensively on design crafts and storytelling. In contrast, most creative automation solutions that can assist with efficiency are not currently equipped to scale to high quality creatives that prioritize branding and design excellence.
Enterprises suffer from a creative gap where their material and asset needs are growing rapidly while team resources and budgets are stagnant or declining.
Unfortunately, there is no magic AI bullet to solve the challenge. You can’t buy creative technology just in the hope that it alone will bridge the gap. You need to rethink the workflow and team collaboration. If you’re serious about stepping up your growth marketing creative, you need to invest in tools that are built for scale and brand governance all at once.