There’s a lot of talk these days about how important it is for brands to give their customers an omnichannel experience. And, it’s true. Your buyers demand more. They expect that no matter where or how they interact with your brand, that you’ll provide one, connected experience. They anticipate that as they move between both your online and offline channels that they’ll encounter the same seamless, on-brand experience across each and every touchpoint.
So, as a brand, how do you live up to these expectations? While there are a lot of factors, much of your success has to do with the images, videos, audio files, and more that help you tell your brand story. These digital assets give your brand a consistent face and voice across otherwise disjointed channels and customer experiences. But, a successful omnichannel strategy involves more than simply creating content — You also need the technology to effectively deliver the right content to the right people at the right time.
Today we’ll discuss how a digital asset management (DAM) solution fits into your omnichannel strategy by helping you:
- Maintain brand consistency
- Enable personalization
- Power “the experience makers”
- Make informed content decisions
Think about how you’d react if you saw a logo for Pepsi that was slightly off-color or used an old tagline. You’d probably reach for an alternative, thinking you were encountering an imposter without the taste you're accustomed to. The same goes for less-established brands. Let’s say you saw an Instagram ad from an unknown brand that was selling a new headphone technology you’ve been searching for. But, when you visit their website, the product image doesn’t contain the Bluetooth features you saw in the Instagram image. Chances are, this inconsistency will cause confusion and send you looking elsewhere for a more trustworthy seller.
Without consistency in brand elements like colors, product images, promotional assets, or content messaging, your buyers will struggle to recognize and trust you as they move between channels. A DAM solution allows you to centralize your digital assets and combat many of the factors that lead to cross-channel brand inconsistencies. For example, a DAM solution provides your teams — the marketers, salespeople, resellers, and partners — that rely on your digital assets with one reliable place to access your approved, up-to-date content. This way, there’s less risk of teams using outdated or rogue digital assets. And, through robust search capabilities (i.e., Google-like search), system users can quickly and easily find what they are looking for without digging through messy folder structures or asking someone else to find what they need.
The ultimate goal of omnichannel marketing is to create a superior, high-quality experience for your customers, so they are compelled to take action. There are many ways to accomplish this, but research shows that creating a personalized experience helps. According to global consulting firm McKinsey & Company, personalization delivers five to eight times the ROI on marketing spend and can lift sales by 10 percent or more. So, as a brand marketer, doesn’t it make sense to facilitate personalization across your organization and outside partners?
The beauty of a DAM system is that it gives you control over the way people use your brand, while also enabling personalization of your digital assets. For instance, you can provide global teams with what we call Templates. These “blueprints” allow teams to personalize the actual content in the language, voice, and context that’s right for their unique audiences without changing locked brand elements like fonts, colors, and logos. You can also leverage DAM microsites (aka Portals) to curate and hand deliver personalized assets to segments of users like dealers, regional partners, sales teams, or other collaborators.
What happens if your sales team in London can’t access the content they need, when they need it? Or, what if instead of responding to customer comments, your marketing team is busy uploading and downloading digital assets between technology tools? Unfortunately, situations like these jeopardize your ability as a brand to adapt to the real-time needs of your customers and ultimately deliver superior, omnichannel experiences.
In today’s fast-paced, on-demand world, you need to move quickly to connect with your audiences and adapt to changing market, product, and customer needs. By making a DAM solution part of your omnichannel strategy, you can empower your teams and partners to move faster and more efficiently. With on-demand, web-based access, system users can download assets from anywhere around the globe, at any hour. They can convert file formats on the fly without the help of your creative teams. And, if you take advantage of system capabilities like integrations, users can instantly access digital assets and data across their entire martech stack, eliminating the inefficiencies of sharing content across platforms.
You spend a lot of time and money creating digital assets, so wouldn’t it make sense to know what content to focus on? Without content analytics, you’re more or less flying blind. Sure, you may have anecdotal feedback and gut instinct. But, without hard data, you won't know for certain which content helps you connect customer experiences.
A DAM system helps you make better decisions about your content. It provides the insights you need to connect with audiences and focus your efforts on the highest-ROI content. With robust data, you can understand who uses your content, as well as when, where, and how. With data on searches, shares, embeds, views, downloads, and more, you can see where your content travels. As a result, you can gauge which assets your teams rely on to help connect audience experiences. And, then optimize your content efforts to improve the omnichannel experience.
Much of your brand’s success depends on your ability to give your audiences the experiences they have come to expect. And, in today’s fast-paced world, technology helps you scale your business and support your omnichannel efforts. For more information on how our DAM solution, the Widen Collective®, can help, request a demo today.
Need more omnichannel learnings? Check out our recent posts that discuss what omnichannel marketing really means and how to get started with an omnichannel marketing strategy.