How Are Marketing Agencies Scaling Faster Than Ever With Creative Automation?
Last update: 20 September 2022 at 09:28 am
We must be optimistic about the future because it’s a self-fulfilling prophecy. If we’re creative and ambitious, intelligent machines will liberate us and be as profound a boon to our prosperity as electricity. If we’re fearful, and fail to press ahead, we could be overwhelmed by automation and inequality.Garry Kasparov
Garry Kasparov is not only one of the greatest chess legends of the 20th century but also one of the modern thinkers and political activists. In 2017, he released his third book with co-author Mig Greengard – Deep Thinking: where machine intelligence ends and creativity begins.
He explores artificial intelligence, the future of work, and dives deeper into his iconic chess matches with IBM’s Deep Blue in the mid-90s. As the world was moving towards a new century, these matches put artificial intelligence on the map.
Garry makes a compelling case while promoting his book to harness artificial intelligence (AI), which is a powerful tool, for tapping into human creativity like never before, contrary to fears such mentions may evoke.
In this article, we will discuss various aspects of how creative automation is not just a reality that’s here to stay, but also a significant ally to businesses that thrive on creativity.
Human creativity, artificial intelligence, and modern business
Creativity is having an idea, and having the tools, discipline, and self-belief to bring it to life.Liam Flynn, Founder, Music Grotto
Before we can understand how AI impacts human creativity, and in turn the functioning of modern businesses, it’s important to understand what creativity is.
Creativity means different things to different people. It’s not an absolute concept that has a widely accepted definition. It’s an abstract concept that can be molded and interpreted by different people.
I’ve picked the above definition of creativity here because of its simplicity and directness. And the important part this definition captures correctly is having the right tools to bring an original idea to life. Just getting an idea is not enough. Just being an idea person doesn’t necessarily make you a creative person. You also need to have the necessary tools to manifest your creativity into reality.
Artificial intelligence (AI) is perhaps the most powerful tool that human creativity has got in modern times. One of the most compelling reasons in favor of this argument is about addressing the problem of scaling in creativity. Scaling requires systems, processes, and automation.
Humans are not capable of scaling their creative pursuits on their own. And we shouldn’t have to. The human mind has limited capabilities, gets fatigued, and burns out.
Creativity is all-consuming when humans are in a flow state. Being in that zone is necessary to break new ground and to be able to come up with original ideas and new creative solutions to problems.
That’s what the human mind is built to do and that’s what it should do. Repetitive tasks that can be automated, should be and that’s what creative automation helps achieve.
Why is creative automation no longer just an option for winning in business?
In a recent survey conducted by PwC, business leaders said they believe AI is going to be fundamental in the future. In fact, 72% termed it a “business advantage.”
Modern businesses thrive on their capabilities to automate and scale various aspects of their business. A virtually connected world has compelled businesses to achieve new levels of scale. Among other things, this massive reach has brought functions like marketing to the forefront like never before.
Attention has become the most valuable currency in this virtual world and yet attention spans have shrunk like never before. Businesses who can tap into that attention, better and faster than their competition, and form a connection with their audience are the only ones who will win this game of attracting eyeballs.
Marketing in this digital world runs on creativity and content. Without creative content, there is no marketing, let alone digital marketing. And it’s extremely difficult and prohibitively expensive for businesses to keep producing thought-provoking creative content in different formats and adapt it fast to serve a global audience.
Creative automation helps businesses solve this problem, take the burden of those tasks which don’t require human creativity, and let the creative people focus on what’s really important.
Creative automation and marketing: A modern love story
In a recent survey conducted by Adobe for those enterprises already in the AI fray, top-performing companies said they are more than twice as likely as their peers to be using the technology for marketing (28% vs. 12%).
One of the key findings of this survey was that unsurprisingly, analysis of data is a key AI focus for businesses, with on-site personalization the second most commonly cited use case for AI.
Marketing campaigns require a lot of preparation and planning, whether they are for paid advertising like PPC ads, or for content marketing campaigns targeting using personalization.
Creating a campaign could involve intense activities such as :
- market research,
- competition analysis,
- keyword research,
- identifying the creative direction and messaging,
- focusing on the publishing and distribution channels,
- and getting creative components designed along with all the necessary adaptations.
Even after launching the campaign, the work remains unfinished. You should continually optimize the campaign by doubling down on the creatives that are performing and taking off the ones that are not.
To perform that optimization, the team needs to identify which ones are working and which ones do not. To improve the overall ROI of the campaign, this should be considered before the campaign launch.
Having done all of the above and then considering scaling it up. It feels quite overwhelming, doesn’t it?
Well, that’s because it is, only if done manually.
That’s where creative automation comes in to save the day.
How does creative automation work for marketing?
Here we are not going to go into technical details of creative automation, but rather understand how creative automation works for advertising agencies and teams, and how they can leverage it to drive better ROIs on their marketing budgets.
What is creative automation and how does it work?
Creative automation helps you automate all the repetitive manual tasks which don’t require human creativity. Using the right tools can also take the guesswork out of your creatives’ performance, building automation into your campaign launch process.
Creative automation leverages modern technology such as artificial intelligence, machine learning, and predictive analytics to help remove the scaling bottlenecks for marketing teams. Modern powerful AI tools can help from suggesting the copy that will work to quickly helping design the ad creatives that convert. On the other hand, creative management platforms can drastically reduce the burden on your marketing and design teams, automating every creative aspect of the production process.
The biggest scaling benefit comes in making the overall content production process way faster by automating mundane yet insanely time-consuming tasks such as editing some aspects of creative assets such as :
- personalized text,
- or even graphic elements of your banner ads or explainer videos,
Why use creative automation? How can it make your life easy?
Creative automation tools enable marketing teams and agencies to produce content in high volumes on demand. It also helps to create content variations and run faster experiments to optimize your campaign at high volume. Otherwise, you would have to do all of these tasks manually to ensure quality and brand consistency in your content.
This would mean a very slow turnaround time, resulting in a loss of marketing budgets and a poor R.O.I. for your campaign, not to mention the very high costs of getting high-volume content produced.
The ease of using these content automation tools means that even people who don’t have design proficiency or large design teams can leverage the power of creativity and fast pivoting to run successful marketing campaigns.
Let’s look at some of the benefits of using creative automation.
Save time and money
Creative automation helps businesses save both time and money across the spectrum.
These tools can help with all expensive and time-consuming tasks such as :
- keyword research,
- copy and content writing,
- ad creative designs and variations,
- publishing and distribution,
- A/B testing,
- and reporting for valuable insights and making changes to your marketing strategy swiftly by keeping it extremely agile.
By automating repetitive, complex, and time-consuming tasks, your teams save precious time.
By taking the guesswork out of planning ad campaigns, marketing teams no longer have to wait for the campaigns to go live, waste both time and money to gain some valuable insights, and then optimize.
By using your existing resources more efficiently and by enabling your creative teams to be more productive and creative, you create immense value for your business saving both time and money.
Build efficient workflows for distributed collaboration
Cross-team collaboration is a tricky aspect of working in connected and remote workplaces. Building a brand and keeping it consistent at all touch points cannot be achieved just by marketing teams.
All the key functions of the business need to pitch in to build the brand. However, every team has its core mandates and it can become quite difficult to stay on brand while chasing different team goals.
Creative automation processes and solutions help build efficient workflows for distributed collaboration across teams. This will help every team to adhere to brand guidelines without much friction.
Efficient workflows free up your team’s valuable time in coordination and keep the brand message from getting lost in the translation.
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Maintain brand consistency
Creative teams often struggle to maintain brand consistency especially when they have to churn out a large number of creatives within a short period.
It gets even trickier when they’ve to make edits, corrections, or creative adaptations at scale. Natural fatigue sets in creative blindness making your creative teams prone to error.
Creative automation provides an easy solution to this by helping the team set the essential brand elements like logo style, color palette, font styles, etc. within the tool and every time they create something new or edit something already existing, those settings will translate across all creative, no matter what the scale is.
Maintaining brand consistency seamlessly across all audience touch-points is crucial to building a positive brand image and creating a strong brand recall.
Personalization and localization, at scale
Advanced technology is the only way for marketers to achieve personalization and localization at scale.
The growth of global businesses and the development of previously unknown territories require greater personalization, such as the launch of multi-language campaigns, local contextualization in brand messaging, and geo-location targeting.
By making edits and variations super easy at a massive scale, creative automation has opened new avenues for marketing teams to use the power of personalization and localization in their campaigns.
Quicker go-to-market launches
Faster turnaround time on marketing creatives and edits helps marketers with quicker go-to-market launches.
When done manually, the time taken in making all the required original ad creatives and then their variations and adaptations is one of the biggest bottlenecks while launching any marketing campaign.
Creative automation tools take this pain out of the equation and help your team go to market at lightning-fast speed.
Faster creative testing, experimentation, and optimization at scale
Using predictive analytics, many creative automation tools help you choose and produce high conversion or high-performance creatives, even before you launch the first phase of your marketing campaign and algorithm-based optimization kicks in.
This helps avoid unnecessary spillage in marketing budgets, and makes experimentations and pivoting not only faster but also cost-effective, enabling your teams to experiment more and optimize more. This way, your marketing dollar travels farther.
Data-backed insights and marketing intelligence for future decision making
Most creative automation tools also provide easy-to-use analytics reports and in-depth insights into the performance of creative campaigns.
These data-backed insights provide required marketing intelligence for future decision-making. Your future strategy and campaign planning would be more informed based on this intelligence from past performance.
Boost creativity for your teams
When your creative team doesn’t have to deal with the mundanity of the creative process such as minor tweaks, variations, adaptations, and direct publishing to platforms, it creates space for them to simply be more creative.
In a post-cookie world, the onus of winning the marketing game will lie on the quality of creatives, according to The Drum. Creative teams can tap into this potential only when they are freed from the procedural routine of performing tasks that don’t require creativity.
Creative automation will empower your teams to be truly creative and create content that will break the clutter to make your brand stand out and win.
Who could benefit from creative automation?
Anyone who needs to either produce or work with creative assets for their marketing campaigns can benefit from creative automation. The benefits are not limited to formats and platforms when it comes to creative automation.
Whether you need to work with written content, designs, or even audio-visual content, you can scale your work with the help of creative automation.
Following are some of the use cases that could benefit immensely from creative automation:
- Marketing Agencies
- Digital Marketing Teams
- Creative and Design Teams
- Content Writing Teams
- Small Businesses
- Early Adopters and Tech Enthusiasts
- Solopreneurs, freelancers, or pretty much anyone even without a design background
How are marketing agencies using creative automation for scaling?
AI is touching almost every aspect of business and marketing is no exception. AI-powered creative automation solutions are coming up for all areas of creative development processes.
There are powerful creative automation tools for helping you with :
- article writing,
- keyword research,
- SEO optimization,
- automating publishing and distribution,
- designing ad creatives,
- predicting the creative performance of those designs,
- mass adaptation,
- and even personalization and localization of creatives at scale.
What kind of creative automation tools are out there for marketing agencies and teams?
You can use tools like copy.ai to help you with copywriting and creating powerful headlines. Or you can use a tool like anyword for writing copy for say, eCommerce, that converts using predictive analytics.
You can even use tools like hypotenuse to use AI to convert your keywords into writing original compelling content in minutes.
Powerful tools like adcreative.ai help you to produce hundreds of high-performing ad content and creatives at scale for your marketing campaigns in just a few minutes. This would otherwise take weeks if done manually. It can also help you create dynamic creatives to serve personalization and localization at scale.
Marketing agencies and teams can use powerful tools such as descript and synthesia for editing your video as easily as a word document and creating marketing videos just using texts, respectively.
These are just some high-level examples of what kind of creative automation solutions exist in the market now. There seems to be no limit to it as new tools and improved features in the existing solutions keep on hitting the market frequently.
Pro Tip: If you’re a marketing agency then building a powerful creative automation stack to deliver and scale your services can be the game-changer for your business.
How can creative automation help marketing agencies scale?
Marketing agencies, content agencies, and paid advertising agencies are using creative automation to help them scale in unprecedented ways. They’re the direct beneficiaries of innovation taking place in creative automation.
Let’s look at some of how marketing agencies can use creative automation to scale their business. This is just an indicative list, what you can do with the power of creative automation is limited only by your imagination.
Grow by driving efficiency through creative automation
Your creative team will become far more efficient and productive once they start using creative automation in their work. Your business would be able to do more with less.
In the older scheme of things where all creative work needed to be done manually, being able to generate more business or expanding the work meant incurring more costs for more resources, in direct proportion to the growth. This would hurt the margins and bottom line of your business.
This is considered to be one of the biggest roadblocks in scaling a marketing services business.
Creative automation tools help remove this bottleneck and take on more clients and work at a fraction of the cost. Most creative automation tools are also very user-friendly and easy to use hence a very fast and gentle learning curve for your team to adapt swiftly.
Add-on to your existing creative services
Using these creative automation tools, you could also offer additional services like a “creative package” to your clients with your existing resources.
Creatives at a scale are something that every marketing team needs and it would be a very valuable offering for your clients.
You could also offer this service at a competitive price for the reasons mentioned above.
Deliver more value to your existing clients and delight them
Delight customers mean more business, more profits, and a sustainable business, especially in a services-oriented business like marketing and content agencies.
You could decide to offer the above-mentioned “creative packages”, either as a whole or in parts, as a value-added service to delight your existing clients.
White label your dashboard and deliver professional services to your clients
Many of these tools, e.g. adcreative.ai, offer a white labeling option for marketing agencies. You could set up a sleek creative dashboard for not just internal collaboration but also effective collaboration with clients’ teams.
Working via such dashboards not only streamlines your team’s work but also makes the review, feedback, and revision process with client teams much easier, faster, and more professional looking.
Such streamlined working processes, also known as distributed collaboration, will make you stand out while building more credibility for your marketing agency.
What does the future look like with creative automation on our side?
36% of CEOs say their primary AI goal is to free workers to be creative by automating tasks.
AI tech-powered creative automation is not just a passing technology fad, it’s here to stay, and for good. Even though still many creative professionals are skeptical, it can bring real value to their lives.
Rather than looking at it as a force to be scared of, they should use it to their advantage. It is not a replacement for human creativity, rather it’s a supplement or an enabler for more human creativity to thrive. It’ll enable creative and marketing teams to do their work quicker and more efficiently.
Creative automation can help creative teams take care of redundant, mundane, and repetitive tasks by automating those processes. This would free up their valuable time and mental bandwidth allowing them to be more creative.
Using creative automation as a powerful assistant in your creative process will enable you to focus on what matters – thinking of path-breaking creative solutions.
As the machine learning algorithms process more data and learn more about repeatable creative processes, the quality of creative outputs from them is also slated to improve in the times to come.
Creative automation is also how technology will enable meaningful personalization at a scale, something that marketing has been betting on for a while. It is a real game-changer when it comes to marketing innovations.
Creative automation is here to augment human creativity and unlock new opportunities for creative and marketing professionals never imagined before.