THE GREAT DEBATE: IS PROGRAMMATIC CREATIVE ROBOTIC?

Frank Chang, Creative Director, RAPP NY, shares his thoughts on how to combine precision and empathy to effectively engage customers.

Chang states, “To successfully engage potential customers during the sweet spot of their buying journey, marketing leaders and teams need precision and empathy more than automation tools and available media.

Programmatic creative — technology that uses data (precision) to automate and accelerate routine, repetitive components of developing an ad — garners plenty of attention these days. The concept enables marketers to quickly create multiple online ads in different formats for different devices targeted to different audiences.

It hasn’t, however, automatically triggered effective customer connections and results. That feat requires a little effort, creativity, and lots of empathy on the part of marketers, with that last component being a possible springboard to turn accumulated data into a story that resonates with customers.”

Read the full article here.