The graphic production tools in the Adobe suite are among the most advanced on the market. If you're involved in marketing in any way, you've probably already heard of this suite, especially for the creation of your advertising banners.
It's very popular with video editors, photographers and other online artists who need advanced features to push the boundaries of their art.
However, brands or agencies wishing to market with creations from the Adobe suite encounter a few problems. In this article, we'll come back to these issues and show you why Adobe tools are not necessarily the most suitable for marketing.
Too many features kill efficiency
The least we can say about Adobe is that they've taken their visual creation tools to a level that's hard to match. Those who master each and every feature can do almost anything.
The problem is that these numerous functions make the tools too cumbersome. For a beginner, getting to grips with the tools can be a real challenge. To put it simply, you need to be trained in the Adobe suite to get the most out of it.
But not all marketers can become graphic design experts. They have other tasks to perform in addition to graphic design. These include preparing campaigns, distributing them to the right audience, and so on.
In short. They don't have the time to spend on creating ultra-detailed visuals, because audiences often don't spend more than a few seconds on them. So what they need is a simple, intuitive tool for creating structurally clean, coherent and eye-catching visuals.
Adobe is not designed for industrialized creative production
Between testing, segmentation and personalization, marketing often requires you to create visual content quickly and en masse. It's not always possible to wait several days to release a batch of visuals whose performance on the market is unknown.
That's why it's essential to produce your visual creations industrially. The Adobe suite is designed to create unique content. It is therefore not suited to mass production. Even less so for varying versions of the same content.
If, despite this, you insist on using the Adobe suite, and Photoshop in particular, for your visual creations, you should know that it is possible to export your layers to Abyssale for simplified creative mass production. Find out more in this article.
Visual content from Adobe may look dodgy
Let's imagine that the above problems aren't really an obstacle to using the Adobe suite.
In that case, think about your target audience. At a time when filters and retouched photos dissonate with consumers' search for authenticity, what will your audience think if you distribute ultra-retouched images?
Audiences are looking for uniqueness. So you have everything to gain by breaking out of this plasticity on the networks and publishing authentic images. But no less qualitative.
Teamwork on Adobe is not optimal
To run a successful campaign within a company or agency, marketing teams need to collaborate with creative teams. Although the Adobe suite offers some features for teamwork, these are not optimal.
Despite some features, the creative team has to create the V1 of a campaign. Then, it must submit it to the marketing teams, who either validate it or request a V2 or V3 until something conclusive is obtained. Once the final version has been found, the creative team is called upon again to release all the content in the various formats. This requires a lot of to-ing and fro-ing between teams.
Other tools enable us to work much more efficiently in asynchronous mode. But above all, some give autonomy to marketing teams, who can create their own visuals and advertising banners without any graphic skills.
This is the case with Image Form. Creative teams imagine a template. Then, once this template has been validated, marketing teams can create visuals or animated banners in HTML5 in total autonomy, using a simple form.
Lack of automation
Although it is possible to automate some repetitive tasks, the options remain limited. You can still imagine certain "organizational" automations using Zapier, but you won't be fundamentally automating visual creation.
This is a real disadvantage when you consider the importance of agility in marketing. It allows you to bounce off current events and react quickly to certain events in the spotlight.
That's why we developed and continue to develop our solution. The whole point of Abyssale is to automate your designs to drive your marketing results
In conclusion, the Adobe suite is the ideal tool for harnessing the creativity of graphic designers and creating unique content. However, when it comes to automating your creative output for marketing purposes, you can quickly come up against its limitations.
A tool like Abyssale, on the other hand, has been designed with this in mind, and is better adapted to marketing needs and processes. It allows you to multiply the versions of your HTML5 banner ads.
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