“Content” – like Bill Gates once famously said “He is king.” And yet, nevertheless, 83% marketers say they are struggling when it comes to creating and managing content that can be quickly launched on their digital platforms. The digital experience management systems (Digital XM) that most organizations use are complex, expensive, and outdated, which prevents businesses from creating a perfect customer experience (CX) that leads to sales and provides insight into customer behavior.
By definition, digital experiences create opportunities for marketing and customer experience that physical channels cannot. They automatically generate significant amounts of operational data and offer a quieter, less intrusive way to collect feedback. They also provide a controlled environment that makes it much easier to improve experiences on a large scale. And, of course, digital is already – if not on – a main channel of interaction that most companies have with their customers and potential customers.
This (CX and omnichannel) is about to become more complicated …
Buyers expect seamless, personalized customer travel through rich and dynamic media whenever and wherever they want. In particular, they expect to have access to any device or channel they use during the day, whether it is a smartphone, computer, tablet or TV. Buyers can return to a site several times before making a purchase. In fact, the average conversion rate for the first visit to a website is less than 3% – and at each visit the brand and customer service must be consistent and user-friendly. Omnichannel marketing It’s not just “nice to have” – it’s essential for doing business.
The digital experience produces huge amounts of data. According to the Statista, global data generation is projected to increase from 64.2 zetabytes in 2020 to more than 180 zetabytes by 2025, so the problem of storing, managing and using them is likely to only get worse. In addition, the potential for digital engagement will only increase 5G and the Internet of Things (IoT) increase the number of connected devices and experiences.
It is well known that more people are now buying online. Covid-19 has accelerated everything related to omnichannel: technological development, consumer and buyer behavior, and the urgent need for suppliers to reach protected and socially distant consumers. In the age of blocking and social distance shopping, online retailers have seen a huge jump in sales compared to their physical counterparts. Amazon, for example, did 23.6 billion pounds in 2021up from £ 19.6 billion in 2020 – a jump of 20%.
According to a Consumer survey in 2021 in the US, 83% of respondents said that the most important factor for browsing a website is simply being able to “get what I need to do quickly”, and 64% of respondents were “frustrated or struggling with” an online transaction in the previous six months.
Integrating all the necessary marketing technology solutions to make online shopping a seamless experience, which also provides customer feedback for improvements, is one of the biggest challenges facing brands. That is why companies are turning to a combination of digital asset management (DAM) and Digital Experience Platforms (DXP) to feed their ever-evolving journey with clients. Brands rely on their DXP to learn more about their customers and customize content at every point of contact on the customer’s journey, while DAM software helps brands deliver the right content, at the right time, to the right person, in the right channel.
The first component of a successful CX strategy is DAM, which is the practice of administering, organizing, and distributing media files. The DAM solution allows brands to develop a library of photos, videos, graphics, PDFs, templates and other digital content that is securely accessible, searchable and shared. DAM software originated from publishing, brand marketing and media broadcasting, but has evolved to become a major tool for Digital XM. The DAM platform is much more than just a place to store content: it keeps assets organized; offers secure structures for permissions and access control; it connects related information and data and integrates with other systems to become a source of truth about digital assets.
The role of digital asset management is difficult and usually manual. Extracting files stored in multiple locations, managing multiple platforms, quickly sharing media, and trying to prevent the use of the wrong versions of files makes maintaining asset tabs a cumbersome and often error-prone task. DAM tools can make this work much easier.
Imagine you are preparing to launch a product, but your content, such as social media ads, blog images, product images, and more, is scattered across desktops and folder structures. Using this system of organization to create a cohesive campaign with materials of the brand is possible, but not without much effort. Using a DAM system allows teams to organize content metadataintegrate with easy-to-distribute publishing tools and implement a secure authorization structure to prevent accidental use of wrong or obsolete assets.
The second component of a successful CX strategy is DXP. In essence, DXP is a combination of integrated tools that allow businesses and marketers to quickly and efficiently develop websites, create portals, manage content, launch landing pages, create applications, and more. Connecting the tools that teams use helps eliminate technology silos and provides businesses with a central hub from which to create, manage, deliver, and optimize content-based experiences across all and all digital channels.
Use Martech to enhance the digital customer experience
The digital experience is more than just interacting with the customer in real life and reproducing it online. This is a new way to provide a better customer experience, help companies differentiate themselves in a crowded market and create new journeys, needs and expectations for customers. That’s why – to be truly relevant, personalized and seamlessly omnichannel – digital experience management also requires the deployment of tools, technology, content and data to help employees deliver it.
Interested in hearing how leading global brands discuss topics like this in person? Learn more about World Digital Marketing Forum (#DMWF) Europe, London, North America and Singapore.