The challenge for international brands is to communicate in diverse markets while maintaining a certain consistency. This is essential to reinforce brand identity.
A brand that wants to expand internationally must therefore juggle the need to personalize its messages with the need to maintain consistency across markets.
Creative automation helps to achieve this. It makes it possible to set up efficient creative processes and avoid duplication of human and material resources. It's also an excellent competitive advantage at a time when markets and uses are constantly evolving.
So, in this article, we're going to find out how creative automation is an advantage for international brands. But first, let's redefine what creative automation is.
What is creative automation?
Just type "what is creative automation" into Google and you've got your answer. But not all definitions are clear. Here's one you should understand simply:
Creative automation is the process of using automated technologies and tools to simplify and accelerate the creation, personalization and delivery of creative content, including visual, graphic and textual elements. It is often applied to marketing, advertising and communications activities, eliminating repetitive tasks with no added value.
For international brands, it is a real competitive advantage, and offers many benefits.
In marketing, you always have to adapt to changing markets and competition. What's more, current events can sometimes be an excellent springboard for communication. For brands, this means producing content quickly, without losing graphic consistency and destroying brand identity.
Creative automation is the answer to this challenge. Not only does it compress production time, it also makes it easier to maintain brand singularity.
Reduce the error rate
Error is human! Consequently, the less room we leave for human action, the less chance we give error to take hold. But make no mistake! Creative automation doesn't guarantee that no mistakes will be made.
Nevertheless, by automating certain tasks, we reduce the number of actions performed by humans and the risk of errors or approximations in content, format, publication, etc.
Maintain consistency across markets
As explained in the introduction, an international brand must both adapt its communication to different markets and maintain consistency between each of them.
This is essential for recognition in the eyes of users who may move from one market to another (e.g. travelers).
Creative automation means maintaining a similar visual identity and environment across all markets, while creating personalized messages that engage each audience.
This point is similar to the first. However, producing quickly isn't just about staying agile. It's also a way of being present everywhere: networks, ads, e-mails, physical media, etc. Creative automation therefore makes it possible to design templates for all these distribution channels.
It therefore decorrelates the time spent on creative production with the number of media created. With just a few clicks, it's now possible for a brand to spread its message across a multitude of distribution channels.
Accelerated production also means limiting the number of resources required. By automating certain creative tasks, brands reduce the amount of time spent by humans.
In the long term, this can significantly reduce communication and marketing costs.
From one part of the world to another, consumers' references, desires, habits and, above all, language vary. International brands need to adapt to these differences through their content. The challenge is to communicate with each consumer in a relevant and engaging way.
Using a template, creative automation makes it easy to create different models adapted to different cultures and languages.
For brands that want to take things a step further, they can automate their creations based on the behavior of designers. To do this, they simply analyze certain data and integrate it into the automation scenarios. This significantly improves consumer engagement. More on this below.
Make the most of every resource
Having unlimited resources does not guarantee success. What enables brands to achieve their objectives is to make the most of the resources at their disposal.
Among the most precious of these are the time and skills of employees.
As we said earlier, creative automation reduces the time spent on repetitive, low-value tasks. Marketing experts are trained to have ideas, imagine strategies and analyze trends in a market. The value of these skills is very high.
As a result, every minute these experts spend on production is a minute poorly spent. Human resources can therefore be better reallocated through creative automation.
Creative automation with Abyssale
Now you know the benefits of creative automation for international brands. But do you know how to automate your creative production?
That's what our solution is all about. It allows you to increase the speed of your creative production by a factor of 10, without having to recruit new designers. Our platform saves 90% of the designer time usually allocated to productive tasks. It also gives marketers more autonomy to create their own visuals and quickly launch new campaigns.
Finally, creative automation is a new way of marketing. It opens up new horizons and frees creative minds from redundant, low-value-added tasks.
For international brands, it is a competitive advantage. It enables the mass creation of personalized content for a multitude of different markets. It's a way of optimizing the time and skills of marketing and creative teams. In the long term, it saves considerable time and money.
If you'd like to find out more about creative automation and discover regular tips and tricks for pushing the envelope on your creative production, consider following us on Linkedin.