Automation of branding is set to increase
The 2021 State of Branding Report from global digital asset management company, Bynder, found that comms creatives and marketers are willing and ready to embrace automation in branding, in response to accelerated digital transformation.
There has been a shift in perspective around the use of technology and automation being used to enhance creativity and scaling content creation. This is likely due to the accelerated digital transformation of brands through the pandemic.
Half of marketers surveyed reported accelerated digital transformation in 2020.
“The acceleration of digital transformation wiped away any lingering doubts about the need to apply automation to creative processes,” says Andrew Hally, CMO at Byder.
Digital initiatives depend on a strong brand story and smooth digital experiences, powered by compelling and personalised content.
Not a single respondent working in video, design or a creative comms role reported a decline in demand of their services.
Of the 89% of respondents that believed technology can help creativity within organisations, only 1% said branding cannot be automated, a striking contrast from 23% in 2020.
“Automation hasn’t yet been broadly applied to upstream creative work, resulting in a ‘content crunch’ that leaves brands struggling to keep up. Marketers are now ready to tap its potential to meet the demand for growing volumes of content and achieve the agility required for digital marketing,” adds Hally.
The 2021 State of Branding report also identified breaking through on digital platforms as the biggest concern for comms creatives, specifically crowded platforms, creative content and brand consistency.
Bynder commissioned independent research specialist, Vanson Bourne, to conduct the research for this report. Between January and March 2021, 1,600 marketing and creative respondents were interviewed across the US, UK, Germany, France and the Netherlands.