Miha Mikek is the CEO and co-founder of creative automation company Celtra.
With the holiday season around the corner, growth marketers are gearing up for their busiest time of the year. E-commerce brands are now leaning heavily on social sales and digital advertising, but should also expect an omnichannel shopper — 62% of shoppers plan to purchase both online and in-store this holiday season, according to Celtra.
The marketplace is crowded. Digital marketing requires high volumes of on-brand creative assets, and it is tough to produce them fast enough without compromising on brand equity or storytelling. While marketing channels have exploded in volume, most creative production workflows are the same as they were 50 years ago.
But marketing is a monster that feeds on creative assets, requiring more and more each quarter.
The reality is, any paid impression is also a brand impression and a chance to differentiate in the market. In fact, paid impressions are often the only chance you get to influence some shoppers. That’s why creative — your brand, your design and your message — matters. In growth marketing, traffic, subscriptions, direct-to-consumer channels, testing and, ultimately, revenue all rely on creative to succeed.
Yet, lower-funnel assets are rarely brilliant in branding or even remotely interesting. Teams are limited in meeting global demands across more channels than ever, and the creative they produce is suffering. Brands don’t have the luxury of spending time on design craft and storytelling at scale. Conversely, most creative automation solutions that can assist with efficiency aren’t currently equipped to scale high-quality creative that prioritizes branding and design excellence.
Enterprises are suffering from a creative gap where their content and asset needs are growing fast while team resources and budgets are stagnant or even declining.
Unfortunately, there isn’t a magic AI bullet to solve the challenge. You can’t just buy creative technology in the hopes that it alone will bridge the gap. You need to rethink workflows and team collaboration. If you’re serious about elevating your growth marketing creative, you need to invest in tools that are built for scale and brand governance at once.