As the digital marketing landscape evolves, so too does the practice of digital asset management (DAM). Gleanster’s 2013 report on DAM found 67 percent of survey respondents planning to increase budget for content management tools and initiatives this year. In a world increasingly dominated by digital experiences, digital assets fuel the customer experience — but many brands still separate DAM and other strategies. By siloing their teams and their technologies, these companies effectively stifle their success.
By integrating DAM with customer experience management (CXM), brands can quickly and easily deliver rich media content. This contributes to more personalized, relevant and efficiently-delivered customer interactions. Three magical things happen with the marriage of CXM and DAM.
1. The Right Assets at Your Fingertips
According to MindMatrix, 84 percent of businesses say that locating files is their biggest challenge when it comes to digital assets. Imagine confidently using the most current and approved digital assets without having to upload and search for assets scattered across multiple hard drives and the cloud.
It’s great to be able to find a particular asset, but it isn’t very useful if you don’t know whether or not you have the rights for it. With the union of DAM and CXM, you get the benefit of deep expertise in compliance management, taking away the legal headaches associated with negotiating rights issues, along with expertise in managing customer interactions.
The need for both DAM and CXM expertise becomes abundantly clear when you consider enterprises operating globally with multiple sub-brands and tens of thousands of associated digital assets. P&G, for example, is a multinational company that has hundreds of brands in its stable and nearly infinite permutations of marketing assets. Because its brands have so much value across the globe, it needs to protect its assets across every single campaign. It manages this complexity through a unified DAM and CXM system that ensures the right content is approved, trademarked, available and effectively used across every customer touch point.
2. The Right Content Delivered to the Right Person at the Right Time
You generate the most value from your digital assets when you deliver consistent, engaging and personalized customer experiences. Combining DAM and CXM allows you to optimize the content that works best and present this content in the right context. This takes into account information such as the customer’s device and previous interactions with your brand.
Consider a customer who signs up for an email newsletter dedicated to running gear. She will expect every piece of content to be relevant: shoes and apparel that fit her interests, in her size, available in her location and easy to browse and purchase from the device she is currently using. With an integrated DAM and CXM strategy, you can present your best assets in a way that meets her expectations. An example might be a 3-D version of a running shoe, similar to one she has previously bought, in a compressed format that’s viewable on her smartphone that she can simply tap to purchase.
Even if you’ve invested in a slew of animations and beautiful images for every product permutation, you’re not taking advantage of these assets unless you’ve integrated your DAM and CXM to deliver the appropriate assets to the right customers at the right times.
3. Marketing and IT Work in Harmony
Marketing and IT are instrumental to managing digital assets and personalizing the customer experience. Brands are recognizing the need to invest in sophisticated marketing technology and IT is now playing a larger role in making key decisions about those technologies. When it comes to uniting DAM and CXM, the two departments must work closely together to ensure that the technology is robust, meets business requirements, supportable, reliable and can work at the level that a large global enterprise needs.
Neither IT nor marketing should be wasting their resources searching for assets, worrying about permissions or manually matching assets with particular customer interactions. A combination of DAM and CXM can help to connect these things.
Companies like P&G aren't alone in doing stellar work in creating exceptional customer experiences by tying together DAM and CXM, but it’s not just the big players that need this integration. As consumer behaviors and expectations change, so must the ways in which brands formulate their selling strategies, invest in their marketing technologies and, ultimately, present their digital content to their customers.
About the Author
Mark Floisand is vice president of Product Marketing for Sitecore. He has over 20 years' marketing, sales and general management experience in the technology industry, spanning blue chip and start-up companies across three continents. Mark holds a Bachelor of Commerce from the University of the Witwatersrand, South Africa; and an MBA from the University of Durham in the UK.
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