June 15 2016
Dynamic Creative in B2B
Proven. Market-tested. Data-driven. Aren’t those adjectives we’d all like to use to describe our marketing efforts? They certainly are key to strengthening the value of your brand among prospects and buyers.
For many years, dynamic creative, or optimizing digital creative (banners, search, websites, mobile) based on the person we are showing our message to, has been a common practice. The purpose is simple: make the message more compelling, because you understand what's relevant to the individual viewer. Industry experts say it can yield a 5X higher engagement with your content. Who wouldn't want to get five times more impact from the same dollar spend? It's just common sense.
What is dynamic creative anyway?
In a nutshell, dynamic creative adapts what we show to viewers, based on readily-available data. It significantly increases the chances someone will engage with your brand, because what you are saying is far more relevant to each viewer.
Imagine you’re having an in-person conversation with a buyer, key stakeholder or important influencer. Would you adjust what you say if you knew that prospect:
- Favors your main competitor?
- Has been a vocal advocate of your brand/product/company?
- Already downloaded (and probably already read) your recent white paper?
- Is a critical influencer in your buyer’s decision process but doesn’t have the power to buy?
- Specializes in a specific industry that’s critical for your brand’s strategic growth?
If you say the same thing regardless of these factors, you have greater likelihood of annoying the prospect you’re speaking to. Many of us can think of situations when this has happened to us personally. At the very least, we “tune out” that brand.
Dynamic creative is “smart” enough to know you’d say something very different in each case. It ensures you get a chance to speak with your key targets about your brand, even just for a moment, instead of being ignored. By comparison, a beautiful message makes no impact if no one sees it.
Data may include geographic location, industry vertical, websites and content they have viewed and engagements with your brand (if you are careful enough to track those properly). It can come from your DMPs (Data Management Platforms), such as BlueKai, or you can add third-party data. Or even model behavior, lead quality, similarity to other buyers and prospects—the list of possibilities is lengthy. With a little elbow grease, you can even surmise intent and brand preference.
Why does dynamic creative make a difference?
Consumer marketers use dynamic creative whenever they can, because it helps them drive marketing strategy that has often been difficult to achieve. Below are four benefits of the approach.
- Higher relevance – Use the personal attributes and needs of the viewer to draw them into your brand of product messaging.
- Nuanced for sub-group targets – Vary calls-to-action, headlines or other content to help individuals find what they are looking for, instead of finding annoyance in your promotion.
- Strategic – Engage each person at whatever point they are in the buying cycle with data-driven, tailored creative, thus driving a range of goals for more target audience members than before.
- Tested and optimized – Test hypotheses about what actually drives brand engagement, with potential to build from that strength across all channels.
Additionally, the following key attributes give dynamic creative important advantages and show how far technology has come from its legacy of 1990's-style "static" creative formats:
- Flexible – Same creative can accommodate a range of marketing needs and strategies
- Personalized – Creative is built from component parts that are assembled differently based on data about the viewer
- Dynamic – Data is gathered on the fly to focus what is presented appropriately
- Data-driven – Widely available data streams are used, for example geographic location, pollen count feed, previous ad exposure, scoring (predictive and lead quality) and more
- Mature solution – Large body of real-world marketing experience over the past decade
- Cost – Typically falls in the same range as static creative; add the ability to re-purpose core assets down the line and the net cost may actually be lower
- Matches advances in media – recent ad-tech/mar-tech advances have enabled marketers more than ever before
As the B2B industry continues moving from an older model of one-size-fits-all communication toward a smarter model that integrates both marketing and sales around effective individual prospect relationships, dynamic creative becomes an essential tool. It’s part of a broader re-thinking of how creative is employed to foster meaningful, relevant communications with the people who influence purchase, or make the final decision – rather than an afterthought or separate, un-managed silo. Truly, the industry has come a long way in the past 20 years. If you need help keeping up with the latest, stay tuned in or contact us.