There are three major content bottleneck culprits that hinder great content:
• Content and ads need to meet a new benchmark of sophisticated targeting. To be effective, ads and offers need to be adjusted based on factors such as customer behavior, geography, demographics, retargeting, and position in the customer journey. In turn, design and creative teams often must create thousands of variants of ads to address this reality.
• Marketing and advertising are disciplines that require non-routine, highly variant work. Especially when accounting for human-capital-intensive activities like analysis, planning, ideation, and creative development. And because those activities come before production, a bottleneck forms there, slowing down everything from approval to delivery and performance tracking.
• Businesses lack strong processes and integrations between their creative teams and their marketing and advertising teams. When these teams aren't on the same page at all times by delivering timely feedback at each step through open communication, the entire ad-creation process slows down.
It’s clear that there’s high expectation for advertising. And it’s even clearer that it’s hard to do — for multiple reasons.
We’re going to dig deeper into the survey results to see what marketers and advertisers are saying about these problems. And then we’re going to look at how we can work with you to help you overcome those problems.