Brand Marketers Face Creative And Workflow Challenges Online
Posted on December 21st, 2009
Over at imediacaonnection there’s a nice interview clip asking execs at its iMedia Breakthrough Summit what exactly has held brand marketers back from jumping into the online advertising space. Seems to me that Steve Patrizi, LinkedIn’s VP of Ad Sales and Operations has the most useful take on it: creative is the bottleneck.
Brand marketers look at TV, radio and print and perceive many decades of tradition, creative success and objective results measurements that keep them in their comfortzone as. The online space by comparison is still maturing , and nowhere is that more evident than in the software tools and platforms available. For a cutting-edge advertising medium, the workflow in this industry is too often about digital drudgery and lost perspective due to inefficient sectioning off of various pieces of the workflow puzzle.
Brand marketers need the right set of tools for creative and campaign management that allow segmentation, retargeting and interactivity, all within the same campaign footprint. AdBean’s AdStudio creative tool is an enormous improvement over industry-standard workflow that loosely connects creative across various efforts (or gives up entirely any creative connections).
Where brand marketing goes, product marketing follows, which means that easily unifying online creative across a range of advertised products becomes a central feature in the future of brand marketing online. Without that, creative and campaign workflow that is commonly pieced-together forces agencies and marketers to play catch-up to rather than get quickly in front of response trends. It’s no wonder brand marketers haven’t yet jumped online with both feet.
Filed under Creative, Digital Advertising, Display Advertising |