In today’s competitive market, brands should deliver unique experiences to distinguish themselves. Content and data are at the heart of experiences, but managing them can be challenging. Here, Jake Athey, VP of marketing and sales, Acquia, explains how teams can use DAM and DXP to create massive amounts of data for different channels at a rapid pace for their audiences.
According to a 2022 eMarketerOpens a new window report, only 16.5% of companies have a dedicated team that owns the customer experience (CX). Today, as brands grapple with increased competition and evolving consumer behaviors, marketing leaders must deliver innovative and unique experiences that distinguish their brands.Â
Content and data are at the heart of any digital experience, but both can be extremely challenging to manage. So how can your team create massive amounts of digital content for several different channels in various formats, styles, and iterations at the rapid pace demanded by your audiences? It requires innovative technologies that enable marketers to tame their content and data ecosystems effectively.
Specifically, the answer lies in a digital experience platform (DXP) with digital asset management (DAM).
Start With Digital Asset Management
With the rise of digital marketing, you need more and more digital content to communicate with your audiences, represent your brands, and competitively position your offerings online. And your customers demand consistent and relevant experiences, no matter what channel they use. Typically, meeting this demand has required collaboration between marketing and IT teams, as they are responsible for integrating marketing technologies into a cohesive stack that reduces redundancies and streamlines workflows. Relying on the collaboration between these departments, however, can lead to disorganization, missing assets, and inefficiencies.Â
A DAM platform combines the role of marketing and IT in content management by simplifying how content is organized, accessed, and delivered across digital experiences. Such assets could include images, videos, graphics, Word documents, PDFs, brochures, sell sheets, memes, and templates, which are searchable and ready to deploy across multiple channels.Â
With a DAM platform, teams can manage all content with one source of truth. It also helps you gain a better understanding of how individual assets are performing, so you can determine what content can and should be reused. Â
By repurposing content, you can maximize your return on investment by improving brand consistency and recognition, eliminating redundancy (meaning teams spend less time creating similar content), and developing key assets faster. Moreover, other key DAM functions that drive value include governance controls, metadata and taxonomy structures, automatic processing, on-the-fly file conversions, analytics tools, and the ability to publish anywhere after content is created. Whether your business case involves marketing, company-wide asset management, or ecommerce product content, you can use DAM as a foundation for getting a return on your martech investment.
See More: 5 Ways Digital Asset Management (DAM) Can Go Beyond Text
Elevate With a Digital Experience Platform
A DXP can be especially beneficial to brands with long-term omnichannel marketing goals. Foremost, a DXP platform eliminates technology silos by integrating marketing technologies that support the creation, management, delivery, and optimization of digital experiences across every channel. Beyond this, core to many DXP platforms are campaign management, customer relationship management (CRM), customer data platforms (CDP), and personalization tools that allow you to gain a deeper understanding of your customers and the experiences they are looking for.Â
When making decisions about which marketing technologies and tools to invest in, marketing leaders might think they have to choose between a DXP or a content management system (CMS). While a DXP offers CMS capabilities, there are differences between the two solutions. A traditional CMS focuses specifically on the management of content for websites, including blogs, ecommerce sites, company intranets, and landing pages; however, many organizations today need to connect with their customers across more than just their web properties.Â
A DXP takes CMS functionality to the next level to address the entire scope of the customer experience across all digital channels. Often coined “the next evolution of the CMS,†DXPs are quickly becoming an attractive, more comprehensive alternative to a traditional CMS. Some platforms offer more capabilities than others, but, generally speaking, all DXPs provide key functions, including:
- Content management and media storage capabilities
- The quick development of websites, portals, landing pages, or apps
- Collection and integration of customer data across touchpoints and content using APIs
- Use of data to facilitate the personalization of digital content for customers
- Measurement of content performance and user experience through analytics
Ultimately, a DXP can help marketers leverage customer data and content across all digital channels, allowing them to implement and accomplish CX strategies more quickly.Â
See More: The Challenges of DAM-less Content Creation: Alleviating the Pain With AutomationÂ
Simplify by Integrating DAM With DXP
Imagine having the tools to eliminate siloed content and teams along with the resulting disjointed customer experience. DXP with DAM makes this possible. By integrating these solutions, teams can easily collaborate in a single workflow to create, organize, manage, and deliver a superior experience. A chief marketing officer, for example, can manage and govern global marketing efforts while empowering local teams to create tailored versions of their own websites and campaigns. Likewise, content creators, designers, and developers can access a central repository to find, update, and remove digital assets. In turn, web, sales, and marketing teams have more confidence in using them.Â
With content workflows decoupled from the developer lifecycle, brands can freshen up their content and improve the experiences they deliver. These user-friendly technologies make it easy to create content, update websites, and build campaigns without requiring help from IT. Together, DXP with DAM enables teams to automate manual content processes such as updating copy, images, and specs about a product across internal and external systems. Furthermore, they handle version control, rights management, converting files for reuse, and syncing assets and product information with other systems in your martech stack.
Personalization and brand consistency are probably among your biggest priorities. Not only does a DXP with DAM offer organizations many benefits in these areas, but it also helps you protect customer privacy, mitigate risk, maintain brand governance, and ensure compliance. Most importantly, using DXP and DAM technologies means you can focus on innovating rather than time-consuming maintenance.
Have you used DAM and DXP technologies? What benefits have you seen? Let us know on FacebookOpens a new window , TwitterOpens a new window , and LinkedInOpens a new window .