Customer engagement platform Braze, in partnership with Ascential-owned research firm WARC, has released a new report that aims to shed light on how technology is currently being used to drive creative and commercial success.
The study, titled “Invisible Enablers: Unlocking Technology’s Creative Potential,” analyzed successful creative campaigns by companies such as Adidas, Burger King, Lexus, Nike, Snickers, Spotify and more. From this, it seeks to provide a tangible framework around which media owners and marketers can implement successful brand campaigns, based on five key areas:
Creative Effectiveness Ladder
The concept was originally conceived between WARC and Cannes Lions as a pragmatic process for the brand’s success. It offers a structured approach to brand marketing through six key steps, which can be viewed in full here.
Data inspires creativity
This theme shows how data used holistically can be the creative foundation for any great event. Today’s consumers demand unique and personalized experiences, so through the use of data—especially first-party—brands can become more influential in their creative applications than ever before.
In the post-pandemic world, the path to purchase has changed. Consumers demand a seamless and rewarding omnichannel experience that engages them throughout the buying journey, and this is best achieved through a mix of physical and digital.
Brands’ marketing and performance teams are working more closely together. According to WARC’s 2022 Marketer’s Toolkit, 60% of marketers say that more brand marketing is now happening through digital channels. This collaboration can build stronger consumer relationships and facilitate a more personalized customer experience.
From games to metaverse
As marketers experiment with AR and VR, consumers expect new platforms to be engaging. By taking inspiration from the gaming industry, brands can start building relationships with existing and potential customers through martech.
“Coronavirus has definitely spurred innovation,” said Imaad Ahmed, head of WARC consulting for EMEA. “As part of our digital transformation, we’ve seen a huge increase in martech spending. In part, this is driven by significant changes in consumer expectations and behaviors post-pandemic.”
“Insights from this report show that customer experience is a key and necessary priority for all brands – some of which can now derive insights from vast amounts of data, but all must do for a major shift in regulation and availability of third parties Be prepared for data. This has led many brands to strive to build stronger first-party relationships with customers – a move that will enhance their long-term growth prospects.”
Mariam Asmar, VP of Strategic Consulting at Braze, added: “Brand marketing has entered a new era – for too long there has been a false tension between creativity and performance. The work presented in this report shows that art and science are the difference between success and success. A natural partner in customer engagement, technology can be the catalyst for unleashing great ideas by removing complexity and barriers to effective execution.
“Marketing teams must now examine what’s preventing them from reaching the sweet spot of combining great brand messaging with effective bottom-line results, removing barriers to creative effectiveness.”
You can access the report in its entirety here.