People often cringe when introduced to the concept of using a creative platform. They believe that they will have to suffer through yet another mass-production system that limits creative capabilities.
As a Marketer, it's almost instinctual to want to wear every hat for your brand. You want to be the designer, the coder, the copy editor, and the strategist. Once you’ve trailed down the rabbit hole of researching the right production platforms that may aid you in content execution, the limitations can discourage your ambitions and stifle your goals.
Designers are frequently stuck between having to pick a production solution that allows design for individual content outputs, or a solution with very limited structures to accommodate a wider reach of designs at scale. No matter which option you choose, whether it’s the “build-one-at-time” platform or “build-all-at-once” platform, you are going to feel constraints if the platform isn’t dynamic.
In any case, you will have to lay your creative foundation with some sort of template, or framework, to get started. Here are three easy steps to avoiding platform pitfalls:
Only Work With Flexible Solutions
Let’s face it, if you want to destroy an ambitious room full of designers and art directors, just walk in and begin the meeting by telling them they have to stick to a template. It's completely demotivating, as it imposes creative limitations for specific content objectives. Not to mention, one of them will definitely ask who designed the template in the first place. Design templates have a purpose, but great templates require singularity in use.
The right production platform should allow you to channel all the roles that you face delivering a seamless end result of design rich media, with an effortless output of fully robust technology, all in the content iterations you require. That is a minimum.
When you work with the right creative platform, you get all of the above, including the ability to shift and evolve creative elements, so you can perfect tailor-made messages which resonate with your audience.
Content Should Enhance Elements
Creativity is the right combination of art and science blended together to create something that not only speaks for your brand, but works as an educated ambassador for your brand.
Most ad units have the same components of copy, background colors, images, and a call-to-action. The more complex ads have video, animation, gaming, or animated engagement triggers. Breaking down the components of what makes up an ad allows you to imagine how these elements give purpose.
We refer to elements as “dynamic” as they always have the flexibility to change. With dynamic creatives, you have the ability to change several elements not limited to the timing, layout, colors, or content.
The same way that you adapt content into the guidelines of your brand book, you should visualize planning the content you bring through dynamic creatives. Whether you are working off of a preexisting creative, or you have implemented your custom designs, the planning of functional content throughout the elements is what brings your concepts to life.
Let Content Strategy Define Your Creativity
We view dynamic creatives as frameworks used to cultivate each of your goals that will align with your desired strategy. Kill the idea of a campaign-by-campaign approach by thinking about the switch to your long-term objectives. The result will lead strategic planning by content, and build excitement around the ability to influence your messaging strategy.
Utilizing dynamic creatives to decisively work within your content threshold creates versatility for moving the content between strategies, and being more creative. Everything that your brand has, as far as copy, images, and graphics are assets that can enhance your dynamic creative. For example, if you are working with editorial layouts, then your dynamic creative will require strong imagery to entice your audience. If you are frequently switching creative to shift focus from imagery to text, then your dynamic creative must also offer the flexibility to do so. The main objective is to associate the right content with the right functionality to align with the long-term content strategy you have in mind.
Ultimately, making use of the elements within your dynamic creatives to highlight the content relevant to your audience will improve the success of your overall strategy.