This article was based on the interview with Oli Marlow Thomas, Smartly.io by Greg Kihlström for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Media automation allows marketers to spend less time on manual and tedious marketing processes, freeing up more time to focus on capturing consumer attention. This shift in focus from process requirements to creative engagement is crucial in driving performance and ultimately achieving marketing goals.
Despite being the most time-consuming and costly aspect, creative has the most significant impact on performance. By automating other aspects of the campaign set-up and measurement, marketers can allocate more resources and attention to creative development. This allows for the creation of more impactful and engaging content, resulting in a better experience for consumers.
From a consumer perspective, media automation should result in more relevant content. By bringing media and creative closer together, marketers can ensure that the content they deliver to consumers is tailored to their preferences and needs. This personalized approach enhances the consumer experience and increases the likelihood of engagement and conversion.
Moreover, media automation can also improve marketers’ perception of their own work. Many marketers feel that their online creative executions and assets are not up to the standard they desire. By streamlining tedious processes through automation, marketers can take pride in the great work they produce and feel confident in their marketing efforts.
However, it is important to consider the challenges posed by consumer data privacy regulations such as GDPR and the deprecation of third-party cookies.
Media automation plays a crucial role in improving the consumer experience. By automating processes, marketers can focus more on creative development and engagement, resulting in more relevant and impactful content for consumers. Additionally, centralized measurement and automation allow for a holistic view of marketing campaigns, enabling informed decision-making and optimization. Despite the challenges posed by data privacy regulations, Smartly’s strategic approach and partnerships ensure privacy compliance and a secure environment for its customers. With media automation, brands can enhance their marketing efforts and provide consumers with a better overall experience.
