Customer engagement platform Braze has partnered with Ascential-owned research firm WARC to release a new report aimed at shedding light on how technology is currently being used to drive creative and business success.
Titled “The Invisible Enabler: Unleashing the Creative Potential of Technology,” the study analyzes successful creative campaigns from Adidas, Burger King, Lexus, Nike, Snickers, Spotify, and more. From there, 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 Scale
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 creativity
This theme shows how data used holistically can be the creative foundation of any great campaign. Today’s consumers demand unique and personalized experiences, and so by using data – especially first-party – brands can become more impactful than ever in their creative applications.
The memorable environment
The purchase journey has evolved in a post-pandemic world. Consumers need a seamless and rewarding omnichannel experience that engages them throughout the buying journey, which is best achieved by blending both physical and digital.
Collapse the funnel
Marketing and brand performance teams work more closely together. WARC’s 2022 Marketing Toolkit showed that 60% of marketers say more brand marketing is now done through digital channels. This collaboration can strengthen consumer relationships and facilitate more personalized customer experiences.
From game to metaverse
As marketers experiment with augmented reality and virtual reality, consumers expect the new platforms to be engaging. Taking inspiration from the gaming industry, brands can start building relationships through Martech with current and potential customers.
“Covid has undoubtedly spurred innovation,” said Imaad Ahmed, Head of WARC Advisory, EMEA. “We have seen a tremendous increase in Martech spending as part of digital transformation. This was driven, to some extent, by noticeable shifts in consumer expectations and behaviors post-pandemic. »
“The insights in this report show that customer experience is a key and necessary priority for all brands – some of which can now learn from a wealth of data, but all of which must prepare for significant changes in regulation. and the availability of third-party data.This has led many brands to strive to build stronger first-party relationships with their customers, which will strengthen their long-term growth prospects.
Mariam Asmar, Vice President 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 featured in this report shows that art and science are natural partners for successful customer engagement, and that technology can be the catalyst that unleashes great ideas by removing complexity and barriers to effective execution.
“Now marketing teams need to examine what’s holding them back from reaching the sweet spot that combines great brand messaging with effective bottom line results, removing barriers to creative effectiveness.”
You can access the full report here.