Guide
Marketing collateral
Deliver a clear and concise brand message with compelling marketing content
By combining AI functionality with expert-level controls and easy-to-follow prompts, advertisers of all skill levels can now create professional-quality marketing assets and collateral to help convey their brand messaging.
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Creating marketing assets and marketing collateral are helpful to communicate your brand messaging, but, traditionally, creative development can be challenging for many brands. AI-powered tools like AI creative studio are leveling the playing field, allowing advertisers to efficiently generate high-quality creatives, without design expertise or additional budget.
What is marketing collateral?
Marketing collateral is the marketing output that is created to promote or educate on a good or service. This output helps brands communicate their message with their target customers. Marketing collateral may contain multiple marketing assets to help communicate a message.
What are marketing assets?
Marketing assets are foundational items that represent and define a brand. Think of things like brand imagery, logos, product images, lifestyle images, and animations that communicate the brand’s identity and message.
Why is marketing collateral important?
It’s important to create marketing collateral to communicate your brand message to your target customers. Marketing collateral can be a helpful tactic for achieving your business goals across the full funnel stages such as awareness, consideration, conversion, loyalty, or education.
What is the difference between marketing assets and marketing collateral?
Marketing collateral is the marketing output that delivers a brand message. Marketing assets alone do not deliver a brand message, but they do give the marketing collateral context, which in turn helps to convey a more detailed message.
Effective marketing collateral tells a compelling story. It goes beyond listing out product or service features in order to draw audiences closer. Memorable marketing often shows how a product or service can create connections with your friends and family, unlock a certain lifestyle, or even simplify challenging tasks. Context in your marketing matters.
Here’s an example. Your product is a grill and your objective is to sell that grill. You could have your brand logo (marketing asset) next to a picture of the grill, but this doesn't tell a story. Instead, imagine a video (marketing collateral) of a backyard barbecue where close friends and family are using your brand's grill, all while laughing and exchanging stories. The first example tells audiences there is a grill for sale, while the second example shows audiences they too could create memories and host fun backyard barbecues with the grill that is for sale.
What are the different types of marketing collateral?
There are a few different types of marketing collateral that can be used to convey your brand message. When choosing your marketing collateral type, think about where your audience consumes content and how they like to receive information. This will help give your marketing collateral the best chance to perform well.
Digital advertising refers to marketing through online channels, such as websites, streaming content, and more. Digital ads span media formats, including text, image, audio, and video.
Videos:
Video content is any content that uses video formatting. Videos can show up in a variety of digital and in-person formats for both sales and educational purposes.
TV ads and Streaming TV ads:
TV ads and Streaming TV ads, also known as over-the-top (OTT), are advertisements that run on TV or streaming TV programs. These ads can help increase advertising reach and, in some instances, connect to shopping or educational brand experiences.
Social media posts:
Social media posts are short-form pieces of content that can include text, images, videos, and audio. Social media ads appear in social media platforms, such as Instagram or LinkedIn.
Email marketing:
Email marketing communicates brand messages via email. Email marketing can serve many purposes depending on the content of your email. It is used for increasing awareness, consideration, conversion, and brand loyalty.
Podcasts:
Podcasts are digital audio files played from a mobile phone or computer.
Brochures and direct mail:
Brochures and direct mail are tangible pieces of marketing that contain educational material about a product or service. Direct mail is sent and received via postal mail.
Blog posts and white papers:
Blog posts and white papers are written content that showcases an opinion, often from a leader, on the subject matter. These are good pieces of collateral to reinforce the brand as experts on its product or service.
Sales enablement material:
Sales enablement material is any material that aids sales teams in selling or educating on a product or service. Sales enablement material might be inclusive of case studies, sales one-pagers, and presentation slide decks.
Testimonials and case studies:
Testimonials are direct quotes from customers that speak to their experience with your product or service. Case studies are studies that use research and analysis to better understand how a product or service is affecting the customer. Both are useful for highlighting successful examples and building trust with prospective or current customers.
What tools are available to create marketing assets and collateral?
AI creative studio
AI creative studio is a centralized experience that combines AI functionality with expert-level controls and easy-to-follow prompts. AI creative studio enables advertisers of all skill levels to develop professional-quality marketing assets and content. In the studio, you can generate, refine, and publish images and videos back to your creative assets space in the Amazon Ads console, all within one experience.
How to use AI creative studio
Use your Amazon Ads login to sign in to AI creative studio. Currently available for US Amazon Ads accounts.
Image generator
Looking for AI tools within the Amazon Ads console? Image generator creates custom, AI-generated images using product details. This allows brands of any size to access high-quality ad creative, generate a multitude of creative concepts, and scale their creatives across a range of Amazon ad supply.
Managed production and editing services
Looking for someone else to handle creative development? Managed production and editing services provide hands-on assistance for video, audio, and more. They provide in-house creative production and editing services that fit a wide range of marketing budgets.
How do I find inspiration for marketing assets and collateral?
Start by defining the audience you wish to communicate with and the goal of your communication. Once you have this context, you can source or develop marketing assets that help to contextualize your brand’s message.
With the AI creative studio gallery, you can browse existing AI-generated images and videos to spur inspiration.
You can view the text prompts used to generate gallery examples, or use them as a starting point to generate your own marketing assets and collateral.
How to get started with AI creative studio gallery
- Sign in to AI creative studio.
- From the homepage, select Gallery from the top header selection or scroll down to find the gallery.
- Select an image or video.
- View the prompt used to generate the image or video.
- View the specific marketing asset and marketing collateral inputs, such as type, dimensions, product category, and creative feature.
- Click Try this example to generate an image or video starting from the same prompt.
AI creative studio, gallery module
Prompt example from the gallery
How do I create marketing assets and collateral?
With your audience identified and your message outlined, you can now focus on creating marketing assets that uphold your brand values. These marketing assets will help to contextualize any marketing collateral you choose to create and can be used across many ad formats.
To develop effective marketing assets and marketing collateral, experiment with visual elements like lighting effects, camera angles, color, and tone. You might also consider adding personalized touches, such as Black Friday or Cyber Monday themes or animation and video elements. These techniques can help to capture and retain the viewers’ attention.
With the studio module in the AI creative studio, you can generate and edit creative all in one place. To access the studio module from the homepage, click the Studio option from the top header or type out your prompt within the search bar.
Generating images and videos
AI creative studio currently offers three options for generating marketing assets and marketing collateral. You can generate images and videos using an Amazon product listing, an image of a product, or a text prompt. To generate an image or video, follow the steps below.
- Sign in to AI creative studio.
- Generate your image or video with one of the following prompts:
- To use an Amazon product listing (for Amazon sellers only), select an Amazon Standard Identification Number (ASIN) using the search and ASIN picker in the prompt box.
- To use an image, upload a product image using the product image uploading in the prompt box.
- To use a text prompt, enter a text prompt into the box.
- Use the aspect ratio to adjust framing or apply any styling or effects. This step is optional.
AI creative studio homepage
AI creative studio, studio module
Editing images and videos
To edit image or video within AI creative studio, select the Edit button. Follow the steps below to apply your desired edits.
- To add or replace: Use the bounding box or painting tool to select the area you want to change. Type in the prompt box what you want the area to look like after generation, then click Generate.
- To remove: Use the bounding box or painting tool to select the area you want to remove, then click Generate.
- To restyle: Select any theme from the gallery and click Generate to apply new locations, studio backgrounds, or holiday themes to the image.
- To remix: Use the text prompt box to describe how you would like to alter your image. Think about what you would like to see infused in the scene—additional objects, a different location setting, colors, lighting, etc.
- To reframe: Select your aspect ratio and direction to reframe your image.
Edit and revise content
Animating an image
To animate an image:
- Select Live Images.
- Upload an image.
- Select the area you want to animate and choose your camera settings.
- Click Generate.
Live image animation capabilities
Saving or downloading your marketing assets and collateral
Once you have generated your marketing assets and collateral, you can download your creation or save it directly to your creative assets library within the Amazon Ads console. Refer to the following steps to save to the ad console.
- Select the image or video.
- ln the right hand corner, click Download or Save to creative assets.
- If you save to your creative assets library, your image or video will upload to that central library. From there, select the image to start building out your next ad campaign.
Download or save to your creative assets library
FAQ
Marketing collateral can help to effectively communicate your brand message and achieve your goals across the marketing funnel.
A centralized library or repository for your marketing assets helps to keep your team organized and ensures quick access to materials. If you’re advertising with Amazon Ads, you can save your marketing assets and content to the creative assets library within the ads console, streamlining your ad campaign creation process. Additionally, AI creative studio allows you to save your AI-generated marketing collateral and assets directly to your creative assets library.
Yes. AI generation is only allowed for product categories that have been approved by Amazon Ads guidelines for advertising. Learn more about restricted content, products, and services.