Customer engagement platform Braze has teamed up with Ascential-owned research company WARC, to publish a new report aimed at shining a light on how technology is currently being used to drive creative and commercial success.
Titled ‘The Invisible Enabler: Unlocking the Creative Potential of Technology’, the study analyses successful creative campaigns from the likes of 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:
The Creative Effectiveness Ladder
This concept was originally conceived between WARC and Cannes Lions, as a pragmatic process for brand success. It provides a structured approach to brand marketing through six key steps, which can be viewed in full here.
Data Inspires Creative
This theme demonstrates how data used holistically can be the creative foundation for any great campaign. Consumers today demand unique and personalised experiences, and therefore by using data – especially first-party – brands can become more impactful in their creative applications than ever before.
The Memorable Middle
The path to purchase has evolved in a post-pandemic world. Consumers require a seamless and rewarding omnichannel experience that engages them throughout the purchase journey, which is best achieved through mixing both the physical and the digital.
Collapsing the Funnel
Brands’ marketing and performance teams are working more closely together. WARC’s 2022 Marketer Toolkit showed that 60% of marketers say that more brand marketing is now taking place through digital channels. This collaboration can build stronger consumer relationships and facilitate more personalized customer experiences.
From Gaming to the Metaverse
With marketers experimenting with AR and VR, consumers expect new platforms to be engaging. By taking inspiration from the gaming industry, brands can start to build relationships through Martech with current and potential customers.
“Covid undoubtedly spurred innovation,” said Imaad Ahmed, Head of WARC Advisory, EMEA. “We’ve seen a considerable increase in Martech spending as part of digital transformation. That has been motivated, in some measure, by noticeable shifts in consumer expectations and behaviors post-pandemic.”
“The insights from this report show that customer experience is a key and necessary priority for all brands – some of whom can now draw insights from a wealth of data but all of whom must prepare for significant shifts in regulations and the availability of third-party data. This has led many brands to strive towards building stronger first-party relationships with their customers – a move which will bolster 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’s been a false tension between creativity and performance. The work showcased in this report shows that art and science are natural partners in successful customer engagement, and technology can be the catalyst that frees great ideas by removing complexity and barriers to effective execution.
“Now, marketing teams must examine what’s preventing them from hitting the sweet spot that combines great brand messaging with effective bottom-line outcomes, removing the obstacles to creative effectiveness.”
You can access the report in full here.