Creating unique digital experiences aren't easy. If we look at how organizations address the challenges of content creation and management, it quickly becomes clear that we're struggling to match our content production capabilities with the speed of the market. If an organization is slow to collaborate, unable to share digital assets, or labors to fully utilize its content technology and tools to be productive, it will be slow to deliver digital experiences at the right time, place and channel. Here are three quick tips to improve collaboration and reenergize creative and marketing.
1. 'Start with the customer experience and work back toward the technology' —Steve Jobs
Think of an amazing dining experience. In a restaurant, the waiter is in the best position to interact and understand what experience would most delight the customer. A good waiter can easily assess a customer and can process personalized orders with the chef. In turn, the chef will create a meal that matches the customers’ taste and then the waiter will deliver that special meal to the customer. The smoother and faster this collaboration happens, the higher the likelihood of delivering an amazing experience increases. Chances are, none of this happens by chance. Management started with the customer experience they wanted to deliver and worked backward.
A major Internet content provider took this approach when it revamped how it captured premium advertising revenue on digital properties. Better customer experiences on its Web properties would increase the likelihood of higher revenue. The company decided to help its ecosystem of advertisers create compelling and relevant advertising experiences to drive high levels of engagement (and as a result, revenue).
It decided to simplify the process to create, manage, deliver and measure digital advertising content. The company’s technology stack would include a well-integrated set of analytics, ad management, serving and publishing technology, creative tools -- with digital asset management positioned at the center of the solution -- and a digital library to connect digital assets to digital experiences.
Just like a chef and waiters in a restaurant, digital marketing and creative teams need to be joined at the hip with the right technology, tools and processes to deliver experiences that matter.
2. Ditch the Shared Network Drive
Most of us have already learned this lesson. The shared network drive as a central collaboration space without asset management can be a recipe for disaster. For many organizations, the shared network drive wasn’t the original plan. It was useful in the early production cycle but then it grew into the de facto place to store creative marketing assets. The team went around or didn’t integrate with the DAM for various reasons, from outgrowing a DAM that no longer met the needs of today’s stakeholders to a draconian IT policy that forced creative and marketing teams to use a corporate enterprise CMS that was designed to manage documents, not rich media assets.