Technology unleashes creativity for brands

Humans and machines are used in tandem for both the art and science of marketing. Brands are keen to combine the human with the artistic and the technological. The reality is that technology is currently revolutionising every aspect of life, and it works best when it automates tedious jobs and increases the amount of time available for the development of new ideas.

Technology needs to keep up with the increasing complexity of creating, managing, and distributing marketing assets in order to genuinely benefit and provide value for creative teams. Additionally, it must enhance the overall creative process rather than just adding tools, new procedures, and laborious chores for the users.

Giving creative operations a competitive edge is essential for giving brands a competitive advantage. Brand managers need to think about the best ways they can use technology to propel the brands.

Distributing their information to the appropriate customers at the right time, in the right location, and wherever they are presents marketers with a rising number of hurdles.

Customers and prospects are constantly "on," consuming material via many channels, 24/7/365, unlike in the early days of advertising. Only a relevant, focused message that appeals to people at a particular moment and place in their lives can make marketing effective. Consumers are more intimately impacted by the material as it is "pushed" to them more frequently as opposed to "pulled" by them.

The behavioural shifts place more pressure than ever on companies to produce content that is captivating and appealing, while culturally and temporally responsive. Technology providers' job is to lighten the burden of administrative work so that people have more time to focus on their creative thinking.

Given the difficulties marketers face, it is past time for a thorough rethinking of how businesses increase workflow effectiveness throughout the full creative lifecycle, including conceiving, casting, and generating brand stories.

Almost every organisation relies on cloud technology to support their daily operations in the present marketing environment. Providing support for the creative process is similar. Effective global collaboration relies on cloud-hosted solutions because they let users from different markets and organisations collaborate in real-time on designing, sharing, authorising, managing, and dispersing assets and materials. The technology should provide clear visibility for all parties participating in the process, streamline workflows, and seamlessly integrate manual activity.

Utilizing solutions that are adaptable to business requirements, customizable to specific business rules and taxonomies, and open to interface with already-existing tools and programmes is the best method to achieve these objectives.

Marketing professionals may easily lose control of a landscape that is becoming more and more complex. For marketers to feel confident in their investment decisions, IT solutions must offer straightforward control, tracking, and visibility. There are more organisations, participants, assets, media sources, and customer touchpoints than ever before.

Marketers must also automatically analyse data and information using machine learning and artificial intelligence (AI), and then start recommending ways to optimise and improve asset deployment.

The value of marketing is increased from just marketing efficiency to cross-business value by having a single, seamless creative supply chain at its centre. With the necessary supporting data, it pushes and pulls information at the appropriate times from other business systems through connections and integration.

Agility is turning up to be the most potent quality for successful brands and organisations as marketers deal with a post-pandemic future. The choice of technology must also take into account the capacity to integrate and promote the adoption of new solutions. Businesses want to reap benefits and value quickly and with the least amount of work.

Finding the best solutions is quickly rising to the top of the priority list for marketers. The adoption of those solutions must be easy, and they must boost productivity and promote international cooperation.