Creating personalized digital experiences is becoming an imperative for brands if they want to convince their customers and prevent them from turning to the competition. According to a Forrester study, nearly 7 out of 10 consumers say they are less likely to buy from a brand if the digital experience is not adapted to their preferences.[1]. But producing content quickly at scale, across multiple channels, and in a variety of formats, styles, and tones is far from simple. Especially since digital journeys have accelerated since the pandemic. Many organizations, which try to take up the challenge, break their teeth, sacrificing the temptation to stack technologies and losing in the process the coherence, as well as the quality of their messages. A solution does exist, however, it boils down to a winning equation: DAM (Digital Asset Management) + DXP (digital experience platform). Accelerating content production: a necessity for brands.
There is no single recipe for creating original, engaging digital experiences at scale. But to build meaningful connections with their customers online, brands must imperatively produce content, be it videos, white papers or any other marketing tool to engage the consumer in a purchase intention. . At constant headcount, and often on the same budget as before the pandemic, organizations need to deliver a large amount of compelling, engaging, and accurate content faster.
In this journey, they encounter two obstacles. The first is the complexity of workflows, which slows down processes when they require too many manual interventions or frequent recourse to the IT department. The second, linked to the proliferation of solutions, is the growing partitioning of systems. To respond to the imperative of varied formats, brands are indeed tempted to pile up software. 73%[2] of marketers admit that their Martech – a set of tools used to automate content production – prevents them from offering innovative digital experiences. In addition to organizational silos, this multiplication of solutions results in the dispersion of digital resources. Creatives often spend a considerable amount of time finding the relevant video or visual that will appropriately serve the brand’s message, at the moment T. There is also a great risk of seeing content management turn into real chaos. . To mitigate the risks, legal or lack of consistency, organizations then succumb to another temptation: excess control, restricting applications and further slowing down creators in their work.
Integrate a DAM solution into the CMS to deploy the potential of DXP
The integration of a DAM (digital asset management software) solution with its DXP (digital experiences platform) will make it possible to accelerate the production of content, while guaranteeing the security and integrity of the image of the brand. This system supports time-consuming tasks such as updating product text and specifications for all systems, internal and external. By automating manual processes, DAM and DXP technologies free up time for marketers who can focus on their innovation missions.
But DAM and DXP also make it possible to streamline workflows, including with service providers and external agencies. Associated with a CMS [3] robust, they serve as a bridge between marketing and IT. Digital assets can be accessed in the well-organized media asset library. It only takes a web publisher a few minutes to find the formats he needs to feed his various Internet pages. No more organizational silos, which generate disparate customer experiences. Under a single workflow, different teams easily collaborate to create, analyze and review content, while marketers can refresh it themselves from the tools available on the platform, without IT intervention. A regional marketing manager wants to customize an asset to suit the local market? He does this quickly, adhering to brand guidelines, and self-publishes the asset on the regional website. The examples of possibilities offered by the combination of DAM and DXP technologies thus continue endlessly.
Over the past 18 months, 55% of marketers [4 ]say their organization has adopted a DXP and 45% [3] a DAM solution. Today, all that remains is to combine the two to multiply their potential and deliver faster quality experiences that meet or even exceed customer expectations.
CarsYour: Tom BianchiVP Marketing EMEA at Acquia
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1 – Forrester study commissioned by Widen
2 – Acquia CX Report, 2021
3 – Content Management System
4 – Acquia CX Report, 2021
(c) Fig. Deposit photos
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