“Content” – like Bill Gates once famously said – “is the king.” And yet, despite that, 83% Marketing experts say they are struggling when it comes to creating and managing content that can be quickly published on their digital platforms. The Digital Experience Management (Digital XM) systems used by most organizations are complex, expensive, and outdated, which prevents businesses from creating the ideal user experience (CX) that results in sales and provides insight into customer behavior.
By definition, digital experiences create marketing and user experience opportunities that physical channels cannot. They automatically generate significant amounts of operational data and offer a quieter, less intrusive way of collecting feedback. They also provide a controlled environment that greatly facilitates the improvement of experiences on a large scale. And, of course, it’s digital now – if not the – the primary channel of interaction that most companies have with their customers and prospects.
That (CX and omnichannel) will become even more complicated (
Customers expect a seamless, personalized customer journey through rich and dynamic media, whenever and wherever they want. In particular, they expect to have access to any device or channel they accidentally use during the day, be it a smartphone, computer, tablet or television. Customers can return to the site several times before purchasing. In fact, the average conversion rate for the first visit to a website is less than 3% – and with each visit, the brand and customer service must be consistent and customized. Omnichannel marketing it’s not just ‘nice to have’ – it’s essential for business.
The digital experience produces vast amounts of data. According to Statistics, global data generation is projected to increase from 64.2 zetabytes in 2020 to more than 180 zetabytes by 2025, so the problem of storage, management and use will only get worse. In addition, the potential for digital engagement will only grow 5G and the Internet of Things (IoT) increase the number of connected devices and experiences.
It is well known that more and more people are buying online. Covid-19 has accelerated everything related to omnichannel: technological development, consumer and customer behavior, and the urgent need for suppliers to reach consumers who are protected and socially distanced. In the era of blockade and shopping at a social distance, online retailers have seen a huge jump in sales compared to their physical counterparts. Amazon, for example, did £ 23.6 billion in 2021from 19.6 billion pounds in 2020 – a jump of 20%.
According to a Consumer research 2021 in the US, 83% of respondents said the most important factor in browsing a website was simply being able to “quickly achieve what I came to do”, and 64% of respondents were “frustrated or had trouble with” an online transaction in previous six months.
Integrating all the necessary marketing technology solutions to make online shopping a hassle-free experience that also provides customer feedback for improvements is one of the biggest challenges brands face. That is why companies are turning to the combination digital asset management (DAM) i Digital Experience Platforms (DXP) to launch their ever-evolving customer journey. Brands rely on their DXP to learn more about their customers and personalize content at every touch point in the customer’s path, while DAM software helps brands deliver the right content, at the right time, to the right person, on 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 enables 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 in publishing, brand marketing and electronic media, but has evolved to become a fundamental tool for Digital XM. The DAM platform is much more than just one place to store content: it keeps resources organized; offers secure licensing structures and access control; connects related information and data and integrates with other systems to become a source of truth for digital assets.
The role of digital asset management is difficult and usually manual. Retrieving files stored across multiple locations, managing multiple different platforms, quickly sharing media, and trying to prevent the use of the wrong versions of files makes tracking assets bulky and often error-prone. DAM tools can make this job much easier.
Imagine preparing for a product launch, 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 on the brand is possible, but not without much effort. Using the DAM system allows teams to organize content metadataintegrate with publishing tools for easy distribution and implement a secure licensing structure to protect against accidental use of the wrong or outdated resources.
Another component of a successful CX strategy is DXP. In essence, DXP is a combination of integrated tools that enable businesses and retailers to quickly and efficiently develop websites, create portals, manage content, launch landing pages, create applications, and more. Connecting the tools used by the teams helps eliminate technology silos and provides businesses with a single central hub from which to create, manage, deliver and optimize content-based experiences across all and all digital channels.
Using Martech to improve the digital user experience
The digital experience is more than just taking real-life customer interaction and replicating it online. It’s a new way of providing a better customer experience, helping companies differentiate themselves in a crowded marketplace and creating new travel, customer needs and expectations. Therefore – to be truly relevant, personalized and seamlessly multichannel – digital experience management also requires the implementation of tools, technologies, content and data to help employees deliver them.
Are you interested in the world’s leading brands personally discussing such topics? Learn more about World Digital Marketing Forum (#DMWF) Europe, London, North America and Singapore.