In this article, you'll learn...
- How to respond to marketing budgets shrinking
- What problems may emerge as a result of budget restrictions
- Why BAM enables you to stretch budgets further than ever
Content production represents one of the biggest overheads for marketing teams worldwide. With more channels available than ever before for brands to engage their audiences and build visibility, taking full advantage of these has traditionally required a great deal of time and resources.
But, with budgets shrinking, it is becoming a real challenge for marketing teams to uphold the same level of production through conventional processes. Sacrifices have to be made somewhere, whether that is limiting the number of channels utilised and how frequently content is created for them, or budget being pulled away from other areas.
Additionally, Gartner’s survey has illustrated that marketing teams’ reliance on agencies to bear the burden of content production is noticeably declining.
So, with agencies now less available to pick up the slack on content production, how can internal marketing teams continue to populate their channels with the same frequency, consistency and quality with less budget?
By revolutionising their approach to content production…
Where BAM makes the difference
One of BAM’s primary benefits is the ability to ramp up the efficiency of content production, while simultaneously allowing you to bring more of this work in-house.
In a matter of minutes anyone in your organisation, regardless of design skills or experience, can produce studio-standard, perfectly branded assets across all mediums. Social media posts, videos, digital banners, emails, posters, brochures – all of these and more can be produced faster through BAM.
How is this possible? Well, it's because BAM:
- Harnesses intelligent, custom-built templates, which can be instantly adapted to fit the dimensions and requirements for all of your digital and print channels
- Utilises templates with locked-down elements, ensuring that there is no risk of going off-brand regardless of who is creating an asset
- Empowers your teams to use pre-programmed templates with set design, text and database parameters, so high-quality designs can be produced with ease
- Has dedicated language and localisation features so that assets can immediately be translated and adapted for your international markets
- Helps you get organised with an in-built DAM system – allowing you to store all approved assets in one location, to be shared, reused and adapted by your teams worldwide
By using BAM, marketing teams across the globe are seeing the time, cost and effort involved in production shrink significantly, allowing them to overcome tight budgets and even ramp up both the number of channels they use and how frequently they post to each of these.
In fact, BAM by Papirfly™ users save an average of £421,000 per year on production fees alone, as well as 297 days’ worth of production time. That is an extraordinary amount of time and budget you save to be reinvested into other areas. Especially when you consider that you only have to produce 20 assets per month for the solution to pay for itself.
Furthermore, with your employees more capable of producing exceptional assets in-house, this helps your team handle the fact that there’s less budget available for agency support. This way, you can devote your limited agency budget on important high-value projects and strategising, rather than let this go to waste on routine production.
In short, BAM puts the power of content creation into the hands of internal marketing teams. They can produce content faster and more cost-effectively with no drop in quality, enabling them to make full use of their marketing channels and get campaigns to market sooner.
Restrictions placed on budgets will likely have knock-on effects on the composition and dynamics of marketing teams. Personnel may be let go due to the lack of funding or their roles becoming obsolete, while at the same time the remaining employees will be expected to maintain standards and spur growth despite these new limitations.
This could lead to a very precarious situation in many organisations. Employees being asked to work harder and under greater levels of pressure is unlikely to inspire job satisfaction. Performance levels could drop due to a lack of motivation, and talented people may walk.
If you are having to streamline your marketing team in response to budget cuts, investment in technology will be crucial to maintain performance and help those remaining to fulfil their role as capably as possible.
Where BAM makes the difference
As noted earlier, BAM works to make life easier for its users by minimising the time and effort it takes to produce on-brand assets. Rather than designers and other employees spending hours at a time creating, revising and adapting materials, this can now be done in a matter of minutes, with proofing and amends happening in real-time.
This upskilling through technology has an overall positive effect on team dynamics:
- Employees feel empowered to perform their roles with maximum efficiency and effectiveness
- They feel like they are directly contributing to the development of their brand
- They feel like their organisation is investing in them by training them to use this technology
- They benefit from completing their work in a shorter space of time, allowing them to maintain a healthy work-life balance
Furthermore, by being a completely digital and online platform, BAM can be set up to be used from anywhere at any time. This can allow an organisation to institute flexible or remote working opportunities for their marketing teams, which may boost morale, increase productivity, and make your brand more attractive to potential candidates.
Even if you are in the fortunate position to be growing your marketing team despite shallower budgets, empowering your team with digital tools like BAM helps create a more dynamic work environment, as well as enabling you to push more budget towards recruitment, onboarding and other areas of marketing.
Digital advertising and media spend
Bucking the trend illustrated by Gartner, the IPA Bellwether Report indicates there is a big boom anticipated for digital advertising spending, with global ad spend expected to grow by 12.6% and reach $665bn by the end of 2021.
This demonstrates how high a priority marketing teams and brands generally are placing on this form of advertising. Gartner does reiterate this by noting that a massive 72.2% of total marketing budgets is being devoted to pure-play digital channels.
Therefore, the onus is on teams to maximise the potential of their own digital advertising, to help them stand out on these saturated channels against competitors – who will likely be looking to harness these as much as possible too.
Where BAM makes the difference
Again, BAM can help brands achieve this goal and accelerate their presence on digital ads by speeding up the process of creating and sharing these assets. By making production more efficient, your team can become more ever-present on these highly sought-after channels than competitors still relying on conventional processes.
Particularly at a time where marketing budgets are being stretched to their limits, this is an ideal opportunity for brands to ramp up production when others are lacking the resources to dedicate to this. If you have the technology like BAM that makes this attainable, you can steal a march on the competition and make a larger mark on the digital landscape.
Moreover, the speed and reliability of BAM enables teams to react quickly to events and trends that resonate with their audience. This enhanced agility empowers you to produce campaigns built around these trends, engaging both new and existing customers with up-to-date, relevant content.
At a time where digital advertising is a top priority among marketers worldwide, anything you can do to gain a competitive edge in this setting will improve your prospects tremendously.
Take marketing budgets further with BAM
With marketing budgets increasingly limited, it is important that teams focus on the right areas to invest in that will make the biggest difference to their overall performance.
As we have hopefully demonstrated here, making BAM a priority for next year’s budget will have a significant knock-on effect on your whole department. By streamlining the time and costs associated with production and enabling your team to do more in-house, you can free up your budget for other essential areas, from strategy and brand development to digital advertising.
To discover the incredible potential that BAM by Papirfly™ offers and how it can enhance the potential of your marketing budget like never before, get in touch with our team today or book your free demo.