DMA download: Content creation in the eCommerce era

We all know that eCommerce is on the rise, but what impact does it have on content? Too often online store owners and marketers forget the power of content when thinking of an eCommerce strategy, but content is vital in actually gaining that trust and swiping those cards.

While low attractive prices and holiday blitz sales can definitely nudge the buyer in the right direction, without enough information on a product, consumers today will definitely be hesitant in spending their hard earned dollars on your product. Moreover, with an abundance of information hitting a consumer from every direction, having a reliable authoritative voice can really make a brand stand out in the eye of the consumer.

Speaking to us on the power of content in the era of eCommerce is Raushida Vasaiwala (pictured), general manager, Celtra, APAC. Celtra currently works with brands, publishers and media owners on its platform. In this region, brands such as Maxis, Mediacorp and Lazada are a part of its client roster.

In this episode Vasaiwala shares with us why the focus on creativity in the era of eCommerce is paramount. Celtra is the title sponsor of MARKETING-INTERACTIVE’s Digital Marketing Asia conference held from 10 to 26 November 2020. Vasaiwala will be speaking about scaling eCommerce creativity on 24 November 2020.

Listen to the full episode here.

MARKETING-INTERACTIVE: What has Celtra been focused on this year?

Vasaiwala: Celtra has been well positioned for the shift because it offers cloud based creative software and brings teams together to collaborate on designing, scaling, approving and launching creatives for digital campaigns. With the new normal, it is more important than ever to enable remote collaboration so we are lucky to be playing in this space.

We are also seeing tremendous growth in eCommerce. Consumers are becoming increasingly online-driven and story-telling has become paramount, and it needs to be done at a scale. So to automate production, eCommerce brands need a high volume of design variation such as languages, market, new products and promotions.

Earlier this year, we doubled down on our creative automation and launched the solution that caters only to marketers.

MARKETING-INTERACTIVE: Celtra has made a big push into creative led storytelling at scale with its creative automation tool. Tell us a little about it and how it helps clients.

Vasaiwala: Automation has touched everything in marketing, save for creative. Most marketers haven’t adopted creative automation because they don’t even know it exists.

Creative automation is really a new concept and very different from brief, idea, production and launch process most marketers are used to. However, relying on old school manual production is not only expensive, but slow and cumbersome. This results in generic ad experiences and inconsistent design. Continuing to do this old fashioned creative production leads to a content gap. Your product resources are flat, but content creation needs are growing. And that’s what we solve.

Creative automation is all about empowering the marketer and designer to focus on the design and strategy, while the software performs on the mundane and repetitive work involved in production of high volume design or the creative production functions.

Essentially, what it does is separate the content from the design, and designers are allowed to focus on the layout or different experiences, and the content within those designs can be easily populated through feeds and this can be done by the content team, or promotion and vouchers team so basically designers don’t need to manually input the content or do any kind of adaptations one by one.

MARKETING-INTERACTIVE: What do you have to say to critics who think this might lead to teams being leaner?

Vasaiwala: I think instead of looking at it that way, another perspective could be to see that you are optimizing your resource to focus on the design and craft rather than making them do the mundane job of mechanically adapting to same design.

So you can use your resources to do a lot more content which is a lot more meaningful and personalised and the end goal is to win the consumer and create those touchpoints so optimize your resource in the best possible way rather than waste that investment into spending on something that will not give you higher returns.

Join us on a three-week journey at Digital Marketing Asia 2020 as we delve into the realm of digital transformation, data and analytics, and mobile and eCommerce from 10 to 26 November. Sign up here!

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