Constant Contact, the SMB- and non-profit-focused digital and email marketing platform, has broadened its offering by introducing BrandKit and Campaign Builder, automated tools for brand consistency and campaign creation. Both solutions are powered by Constant Contact’s AI capabilities.
What is BrandKit? Brand assets are automatically imported from web locations and used to create appropriate themes and templates that can then be used for future campaigns. This obviates the need to manually upload fonts, colors and images for new emails or other content. It also maintains brand consistency across campaigns.
What is Campaign Builder? Campaign Builder offers not only AI-powered content creation but also the capability of identifying the best channels to reach a desired audience. Integrating with Constant Contact’s CDP, it claims to be able to generate campaign recommendations in minutes. These include recommendations for best content, most appropriate channel and communication timing.
Why we care. It’s worth observing that BrandKit can presumably support brand consistency only if the assets on which it is trained are consistent in the first place. Nevertheless, this looks like a big time saver, especially for brands that boast a marketing department of one or two people or those that have, in Constant Contact’s words, less than an hour each day for marketing.
The same goes for Campaign Builder. In a release, a Constant Contact customer said that Campaign Builder can create a week’s worth of marketing content in three seconds. That may be hard to believe, but if it takes less than an hour it will make life easier for smaller marketing teams.
About the author
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.
Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.
