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What your leadership wants to know about DAM and content performance

by Jake Athey, September 12, 2017

DAM and content performance

Whether you’re currently using a digital asset management (DAM) system or you’re considering making the leap, it’s important to understand the priorities, interests, and pain points of the leadership at your company — especially when it comes to digital asset management trends and content performance.

This way, when it’s time to recap last month’s content performance measurement, ask for additional support, or make a case for expanding your content and digital asset management solution, you’ll be speaking the same language as your leadership team.

But what language is that?

Well, that’s exactly what we set out to understand with our first-ever Widen Leadership Survey. Here’s what we learned about digital asset management trends — and how they affect a company’s content management and performance.

Participant background

The goal of the Widen Leadership Survey was to learn general trends about what leadership teams want to know about their DAM software, as indicated by our customer base. Most notably, how does a good DAM system help improve content performance?

Thirty-six Widen customers from a variety of industries (education, consumer goods, healthcare, manufacturing, and business services) took the survey. It consisted of 15 questions, of which two were multiple-choice, and 13 were open-ended.

The majority of respondents hold marketing, communications, creative, or DAM system administrative roles within their organization. These are your fellow creatives, marketing coordinators, digital asset managers, and operational rockstars of the business world — the individuals in the DAM system on a day-to-day basis.

Nearly half of all participants report to leadership in the marketing department, such as the vice president of marketing, content director, or head of communications. This is also where the primary decision makers around DAM and content performance and management initiatives reside.  

So, what did we learn?

Key trends and themes

Throughout survey responses, three recurring themes surfaced regarding digital asset management trends: the need to eliminate technology silos, a focus on personalized customer experiences, and a growing global mindset.

Let’s dive into each of these trends.

1. Technology integration

Recognizing its significant impact on content performance, participants identified system integration as a top priority and interest for leadership — as well as themselves.

When asked what marketing, technology, and business trends their leadership was most concerned with, participants mentioned comprehensive technology and software integration across systems as a leading response.

Likewise, in response to the question, “What new Widen products and services do your leaders want to learn more about?,” 68 percent of respondents selected “connectors/integrations” from a list of offerings.

Leadership teams were not alone in this sentiment.

When the participants themselves were asked, “What do YOU want your leaders to know about the work that you do?,” the topic of integration was a recurring theme.

One respondent wrote that they wished leadership understood that “daily touch points and continuous integrations are necessary to make our digital marketing program effective.”

So there you have it: Integrating your DAM system with other software applications you already love is a priority. After all, it gets you more content performance power from your digital assets. What’s not to love about that?

2. Personalized experiences

personalized content experiences

It’s noisy out there. If you want to motivate your audience to take action, you must tailor every interaction they have with your brand.

So, whether you use data to inform the content you produce, or you curate the best digital assets for your internal teams to share with clients, personalization is key.

And just as much as leadership values cross-system integration, survey results revealed that they are equally as concerned with trends around community outreach and customer engagement.

When asked to rank a list of leadership priorities, 48 percent of participants indicated that to “increase the quality of the customer experience with rich, interactive experiences across your customer journey” is their number one priority.

Participants echoed leadership's concern for a personalized customer experiences and customer engagement in opened ended responses as well.

And participants themselves understand the role that they – and DAM – play in achieving goals aligned with this priority. One respondent observed that, “…the work I do makes the customer experience better which in turn helps overall business functions.”

And overall business growth leads us to our next point….

3. Expanding business internationally

Thirty-eight percent of participants ranked “digital transformation across the organization to reach new customer segments” as leadership’s number two priority.

When asked what new or future business initiatives their leadership is most excited about, the most significant pattern across response data was related to international business development. Other answers included a new website, rebranding, and video marketing.

And further, participants acknowledged their role in achieving these kinds of business priorities. One participant wrote, “…the [DAM] software is touching everyone across all offices…we are the center for true source of data and distribution [and] are crucial to the business operations.”

Open survey comments also suggest an increasingly global, integrated, and data-driven business ecosystem. For example, one respondent commented that top leadership priorities include “launching new international efforts while growing existing business units and consolidating outputs from multiple tools for global distribution channels.”

Speaking of data, what success metrics matter to leadership?

When it comes to making decisions about your content, the content performance and measurement data matters. With the proper insights and deep content analytics, you can understand who’s using your digital assets, where, when, and how.

After all, why put budget into a video series that nobody watches? Wouldn’t time be better spent promoting the brand assets that drive sales?

Your leadership agrees.

When asked, “What information do your leaders want to learn from your DAM system or other tools that you are currently providing or want to provide?,” the overwhelming majority of responses centered around data and expanding the depth of these insights to make top-level, informed decisions.

Responses typically fell into these categories of leadership inquiry:

  • ROI and efficiency: What integrations are available and how can we streamline design time? Where can we save time and money?
  • Asset usage: What digital assets keep prospects in the marketing funnel and ultimately drive sales? How, when, and where are these digital assets being used? What inventory gaps exist?
  • DAM usage: How are various departments and locations using assets?
  • Customer engagement: Are people downloading the data and digital assets we distribute in our email blasts? How are they interacting with our content?

Survey participants responded similarly when asked, “What key performance indicators (KPIs) and/or objectives and key results (OKRs) do you need to report to leaders?” Responses fell into overlapping categories with the addition of website and ad performance success metrics.

Here are a few KPIs and OKRs specified in responses:

  • Digital asset usage: number of assets, adoption rates, downloads, views, terms searched, collections shared, storage usage, and engagement scores
  • DAM usage: sessions, logins, active users, department-level usage, user location, search depth, and adoption
  • Customer engagement: engagement rates, video completion rates, time spent engaging with content, email open rates, and click-through rates
  • Website performance: impressions, SEO, bounce rate, time spent on website pages, and registrations or opt-ins
  • Ad results: clicks, click-through rates, cost per click, engagement rates, email open rates, and ROI

There’s so much data to choose from. What’s the best way to present it?

Participants were asked what a perfect Widen Insights dashboard specifically designed for leaders would look like. Answers varied widely, but typically called for customization and high-level insights with micro-level support options.

Respondents mentioned dashboard characteristics like:

  • Customization: Expectations vary by team. For example, creative teams are concerned with things like asset inventory and use, while marketers care about asset options, distribution, and performance.
  • Supported highlights: Include top-level takeaways with the option to drill down further.
  • Visuals: Incorporate simple, intuitive graphics and visuals.
  • Segmentation: Use channel-level reporting on things like downloads to inform initiative-level decisions.

Ultimately, you need access to actionable content measurement and analytics in a format that’s easy to digest. Whether you build a custom executive summary dashboard or use a prebuilt, standard dashboard, the success of your content performance program depends on understanding what works or doesn’t work.

How does Widen stack up?

The Widen Leadership Survey invited us into the brains of our customers, allowing us to identify a few digital asset management trends and insights that affect you and your company – enabling us to help you better communicate, align, and collaborate with your leadership teams.

However, we’d be remiss not to mention that there was something in it for us — a gut check. At the end of the day, we need validation that our products and services exceed the evolving needs of companies and the entire team that powers them.

General consensus: We are doing A-OK!

The priorities, interests, and insights that your leadership team expects are just the aspects we focus on and continually improve across our products and services.

In fact, survey participants even suggested some great features that are now in the hands of our product team.

Tell us the DAM truth. What do you think?

What does your leadership want to know about DAM?

What do YOU want to know about DAM?

How do the priorities for a DAM solution vary across your organization?

Let us know in the comments below or talk to a Widen advisor today!

Topics: DAM

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