Capgemini-大規(guī)模動態(tài)模塊內(nèi)容創(chuàng)建-當(dāng)更廣泛的市場份額滿足個性化品牌（英）

DYNAMICMODULARCONTENTCREATIONATSCALE

WHENBROADERMARKETPRESENCEMEETS

PERSONALIZEDBRANDING

AIMINGFOR

GLOBALIMPACTWITH

LOCALEFFICIENCY

Craftinghigh-qualitycontentthattruly

resonateswithcustomersisachallenge.Yetmanydepartmentswithinanorganizationstillneedlesslyexpendvaluabletime,effort,andresourcesoncreatingvariousinstancesofsimilarcontenttosatisfydifferent

localmarkets.

WiththeexplosiveuseofgenerativeAItools

thesedays,itwouldseemthisproblemcould

beeasilysolved.However,ifgenerativeAIisto

beusedasareliable,valuablecontentcreation

tool–allowinganorganizationtofocusmore

oncontrollingtheconsistencyandqualityof

thebrandimageandmessaging–alotmore

isneeded.

WHO’SINVOLVED?

Commercialcontentcreationisoftenacollaborative

effortbetweenvariousdepartments,bothwithina

localmarketandbetweencentralheadquartersand

geographicallypositioneddivisions:

Marketingdepartmentscreateandexecutethe

overallmarketingstrategyforthecompany,including

thedevelopmentofcontent,whichmustalignwiththe

overallbrandingandmessaging.

Creativeservicesproducethevisualelementsof

thecontent,includingimages,videos,andother

multimediamaterials.

Productdevelopmentteamscreatecontentto

promoteneworupdatedproducts.

Salesteamssupportthesalesprocesswithproduct

demos,presentations,usecases,andmore.

EXTERNALPARTNERS:

Mediaagencyservicescreatecontentforofflineusage(e.g.,billboards,TV/radioads,newspapers).

Advertisingagenciesdevelopcreativeconceptsaimedatspecificchannels.

Digitalagenciestailorcontentforaffiliatemarketing,digitaladvertising,socialinteraction,etc.

Publicrelationsagenciesbuildandpromotethe

company’sbrandandreputationthroughpressreleases,influencerrelations,andmediakits.

eCommerceteamscreatecontentthatdrivesdigitalsalesandenhancesthedigitalcustomerexperience.

2Dynamicmodularcontentcreationatscale

3

THECOMPLEXITYOF

CREATINGCONSISTENTCOMMERCIALCONTENT

It’snotunusualwhentravelingabroadtoseeabrand

thatappearsfamiliaratfirstglanceyetdiffersinsome

noticeablerespects.Maybethelogoandcolorsarethe

same,butkeenobserverswilldetectthatthere’ssomethingoffaboutthemessagingandwhatthebrandseemsto

standfor.

Challengesfromoutside...

Operatinginmultiplecountrieswithdifferentcultural

normsandcommunicationstylesregularlypresents

challengesformultinationalbrands.Theywanttocreateconsistent,personalizedvisualcontentacrossmany

locations,buttheyfaceseveralexternalchallengesindoingthiseffectivelyandatscaledueto:

?Culturaldifferences.Visualcontentcancommunicateamessagequickly,butitcanalsobeopento

interpretation,soit’simportanttoconsideraculture’sdifferentpreferencesforcolors,imagery,andsymbols.

?Languagebarriers.Brandsmustensurethattheir

visualcontentcanbeunderstoodbypeoplewhospeakdifferentlanguages.

?Technicalchallenges.Creatingpersonalizedvisual

contentatscalerequiresaccesstohigh-qualityimages,videos,anddesigntools.

?Contentconsistency.Contentmustbeconsistent

acrossallchannels,includingsocialmedia,websites,andadvertisements,withuniformvoice,tone,andvisuals.

?Regulatorycompliance.Visualcontentmustadheretolocallawsandregulations,whichcanvarysignificantlyfromcountrytocountry.

...andfromwithin

Sincemanymultinationalbrandsdon’thavethecapabilities

tooverseeandsteernumerousongoingcampaignsfrom

aglobalperspective,theygivetheirlocalmarketsahigh

degreeofautonomyincontentcreation,whichleadsto

additionalinternal(organizational)challenges:

?Resourceconstraints.Brandsoftenstruggletofindandretainthetalenttheyneedtocreatehigh-qualitypersonalizedcontentconsistentlyacrossdifferent

geographicalareas.

?Dataaccessandmanagement.Creatingpersonalizedcontentatscalerequiresaccesstoandmanagementofvastamountsofcustomer,demographic,andbehavioraldata.

?Technicalcomplexity.Personalizedcontentatscale

requirestherighttechnologyandinfrastructure,

includingcontentmanagementsystems,dataanalyticstools,andlocalizationsoftware.

GenerativeAIcanbeahighlyeffectivetoolincreating

consistent,personalizedcontentacrossmanylocations,butimportantchallengesremain:

?Culturalrelevance.Trainedonlargedatasets,theAI

modelmayinadvertentlygeneratecontentthatisbiasedorculturallyinsensitive.

?Dataavailabilityandrepresentation.Biasescanariseifthetrainingdatapredominantlyreflectscertain

regionsordemographics,leadingtolesseffective

personalizationforusersfromunderrepresentedgroupsorregions.

?Ethicalandlegalconsiderations.AI-generatedcontentmayincludecopyrightedmaterial,sensitivepersonal

information,orviolateapplicablelawsorregulations.

INTRODUCINGDYNAMICMODULARCONTENTCREATIONATSCALE

Intoday’sfast-pacedworld,businessesareconstantly

tryingtofigureoutwaystoincreaseemployeeefficiency

andproductivitywhilemaintainingaunifiedandpersonalizedbrandexperienceforallcustomers.

Toachievebothgoals,leadingbrandsareplacing

automationattheheartoftheircreativedesign

strategy,whichisunderpinnedbyamodularcontentdevelopmentapproach.

Dynamicmodularcontentcreationcomprisesadigital

designsystemthatusestemplatessubdividedinto

contentgenerationcomponents,fromwhichcontent

canbeindependentlycreated,modified,orreplaced.

Forvideos,thesetemplatescouldincludepre-designed

intros,imageicons,animatedtext,backgroundmusic,andmarketingcopy.

Eachofthesecomponentscanbefurtherbrokendown

intomoregranularelementstoaccountfordifferent

themes,styles,layouts,filters,etc.Thisapproachallowsmarketerstocombineelementsindifferentwaysso

theycanbereusedandrepurposedtocreatenewpiecesofcontentquickly.It’salsowheregenerativeAIcanbe

introducedtoinfusemorecreativityintoeachcomponentandexponentiallyspeedupnewcontentcreation.

Herearesomepotentialimpacts:

?Increasedrelevance.Contentcanbequicklytailoredtospecificaudiencesbasedontheirinterests,behaviors,andpreferences,drivingmoreconversions(e.g.,

dynamicallydisplayrecommendedproducts).

?Increasedengagement.Dynamicallygeneratedcontentcanbemoreengagingthanitsstaticcounterpart

becauseitadaptstoindividualpreferencesandchannelcontent(e.g.,thecontentofanadcanbeadjustedtothespecificcontextof,say,awebsite).Thiscanincreasethetimeconsumersspendwiththebrand,leadingtobetterbrandawarenessandloyalty.

?Personalizationatscale.Sincebrandscancreatemultipleversionsofcontentbasedonlocation,

language,andotherfactors,theycandelivera

personalizedexperiencethattrulyhitshomewithconsumersindifferentregions.

?Betterconsistencyandquality.Withstandardizedcomponentsandtemplates,marketerscanupholdqualitystandardsandmaintainaconsistentlookandfeelinallbranding,messaging,anddesign,whilestillallowingforcustomizationandpersonalization.

?Increasedefficiency.Sincemarketerscanreuse

assetsandcomponentsacrossmultiplecampaignsandchannels,thecontentcreationprocessisstreamlined.

?Improvedcollaboration.Asinglecontentcreation

processmeansdifferentteamsanddepartmentscanworkclosertogether.Bycreatingalibraryofmodularassetsthatcanbesharedandreused,marketerscan

workmoreeffectivelywithotherstakeholders,suchasdesignersanddevelopers.

?Increasedagility.Marketersshouldrespondquicklytochangingmarketconditions,customerneeds,andemergingtrends.Withalibraryofeasilyaccessible

andcustomizablemodularassets,theycancombinecomponentstocreatenewcontentandcampaignsinaflash.

?Acceleratedinnovation.Themodularapproach

providestheopportunitytoexperimentwith

implementinggenerativeAIincertaincontentelements.Thisenablesacontrollablesetup,wherepotentialAI

riskscanbemanaged.

?Betterdatainsights.Ifbrandsareequippedtocollectdataaboutconsumerbehaviorsandpreferences,theycanusethatdatatoinformfuturemarketingandmediaactivities,makingcampaignsevenbettertoboostROI.

Byleveragingthesebenefits,brandscancreate

personalizedexperiencesthatstillkeepthebrandimageintact:customersseethesamebrand,withthesamecore

elementsandvalues,nomatterwheretheyarein

theworld.

4Dynamicmodularcontentcreationatscale

UNDERSTANDINGTHEDIFFERENCES

Dynamiccontentreferstocontentthatisgeneratedorcustomizedinrealtimebasedonspecificcriteriaoruserinteractions.Itallowsforpersonalizedandinteractive

experiencesandinvolvesusingdataandrulesto

dynamicallygeneratecontentonthefly.Thecontentcanvarybasedonfactorssuchasuserpreferences,location,devicetype,andbehavior.

Modularcontentcreationreferstoanapproach

wherecontentiscreatedinsmaller,reusablemodulesor

components.Thesemodulesaredesignedtobeflexibleandcanbecombinedandrearrangedtocreatevariouscontentexperiencesthatarescalableandconsistent.

Dynamicmodularcontentcreationcombinesthetwoconceptsandinvolvesthecreationandmanagementofcontentthatisbothpersonalizedandmodularforhighlyadaptableandexceptionalcontentexperiences.

5

THEPATHTOCREATINGFAST,SCALABLECONTENT

Achievingdynamicmodularcontentcreationatscalewillrequirecarefulplanning,coordination,andcollaborationacrossvariousdepartments.Thismayforcebrandstoshiftkeyrolesandresponsibilities,withcontentspecialists

andvisualdesignersbecomingmoreinvolvedinbuildingbusinessrulesandgainingfamiliaritywithspecialized

technologies.

Thestandardmarketingfunnelshouldbeadaptedto

promotecollaborationamongdepartmentsresponsibleforcreatingcontentatvariousstages.Toincrease

collaborationanddiscouragesilos,thesedifferentgroupsneedtoworksidebysideinasimilarfashion.

Todothiseffectively,datafirstneedstobestandardized

acrosstheorganization.Sincedynamicmodularcontent

willbebuiltusingdirectinputfromdata,brandswillneedtodefinetheirdifferentdatatypessothey’rethesame

forallmarkets.Moreover,sincelocalmarketsusevarious

contentpartners,eachwiththeiruniquepreferences,thesepartnersneedtobeevaluatedtoensuretheycanadapttothenewapproach.

Somebrandsbelievedynamicmodularcontentcreation

simplyinvolvesbuildingacentralcontentlibraryfor

dragginganddroppingimages,text,andotherelementstocreatenewversions.Althoughcertainlyworkable,

thismanualapproachwouldbeinefficientandcould

overwhelmcurrentcapabilitieswhenrequestsformultipleversionsofcontentneedtobefulfilledquickly.

A5-stepchangemanagementapproach

Toachievetruescalability,brandsmustdesigngraphicalelementstobedynamicfromtheoutsetanduseAI-basedtechnologytogeneratenewcontentfromexistingassetsautomatically.Thisrequiresa5-stepchangemanagementapproach:

1.Defineobjectives.Startbyidentifyingbusinessgoals,suchasimprovingefficiency,increasingpersonalization,and/orfosteringcollaboration.Then,recognizekey

stakeholdersfrommarketing,creative,andtechnical

teams,aswellasexternalvendorsandagencies.Finally,developacontentstrategythatoutlinesthedifferenttypesofcontentneeded,thechannelsandplatformsitwillbedistributedto,andthetargetaudienceit’s

destinedfor.

2.Conductacreativeauditanddevelopaproofof

concept.Beforelaunchinganewcampaign,it’s

importanttogothroughpreviouscampaignsandseeifthere’sanycontentduplicationandwastage.Aproofofconceptcanbedeliveredbyrunningmarketingassetsfromearliercampaignstoanalyzetheturnaround

speedandifanyadjustmentsshouldbemade.

Efficiencygainscouldinclude2Xshorterleadtimeand45%fasterassetcreation.

3.Diagnosethecompany’scurrentstate.Checkthelevelofcreativematurityandbuildacustomautomation

strategythatfitsthespecificbusinessneeds.Evaluateexistingsystemsandtoolsusedforcontentcreation,distribution,andanalytics,anddeterminewhether

anynewtoolsortechnologiescouldbettersupportdynamicmodularcontentcreation.Efficiencygainscouldinclude3Xgreatercreativevolume.

4.Deployandoptimizetheprogram.Rolloutthe

automationplatformanddriveadoption,upskilling,scale-out,optimization,andinnovationacrossthefullbusinessmodel.Designtemplatesfordifferenttypesofcontentandcreateacontentlibraryofreusable

assetsthatcanbeeasilycombinedandcustomized.Efficiencygainscouldincludea200%increased

adoptionrate.

5.Scaletheprogramglobally.Implementworkflowsforcreating,reviewing,approving,anddistributingcontenttostreamlinethecontentcreationprocessasmuchaspossiblewhilestillupholdingqualityandconsistencystandards.

6Dynamicmodularcontentcreationatscale

CRAFTINGAWINNINGRECIPECONTENTCONSISTENCY

Atop-sellingalcoholicdrinksmakerwashaving

difficultyincreatingconsistentcontentacrossmanylocalmarkets.Sinceprojectingaconsistentbrand

experienceiscriticalforestablishingworldwidebrandrecognitionandtrust,thecompanyneededtoensureallitscampaignswereculturallyrelevantwhilestill

communicatingthesamemessagetoadiversemixofaudiences.

Ourteamwaseagertotacklethechallengeand

stirredupaneffectivesolution.Withthegoaloffullyautomatingcontentproduction,wefirstdigitizedallproducts.Thismadeiteasiertoshareandtrackwhichdigitalassetswereusedtocreatenewcontent.Next,ourteamdesignedstandardizedcontenttemplates

tostreamlinecontentcreation.Withthesetemplates,marketingteamscancustomizeandpersonalize

contenttosuittheuniquetastesofvariousaudiences.

FORULTIMATE

Lastly,wecentralizedallcontentandinsourced

capabilitiesandtechnologies,whichhashelpedreduce

duplicationofeffort,improvecollaboration,and

guaranteeallcontentadherestobrandguidelines.

Ourbeverageclienthasseenseveralsignificant

improvements:

?3Xfastercontentcreation

?4Xmoreefficientmarketingteams

?6Xlowerexpensesrelatedtoadaptingcontentfordifferentmarketsandchannels(€1.2millionalreadysaved)

Satisfiedwiththeirtop-shelfcontentcreation

platform,thedrinksmakercannowensureits

customersalwaysenjoytheperfectblendofcreativity,

consistency,andqualityinthecontenttheyserve.

7

FROMSTATICTODYNAMICAND

MODULAR:CREATINGCONSISTENT

BRANDINGACROSSBORDERS,

CHANNELS,ANDDEPARTMENTS

Goodcontentmanagementisnolongeranicetohavebutapriority.Intoday’s

digitalage,contentneedstobepersonalized–andthebrandimageandexperience

consistent–whileconsideringcustomers’changingneeds.Thisisdi