Optimizing Content, Context and Visual Assets: The Marriage Between DAM and Web Content Management
Digital Asset Management (DAM) has become a critical marketing requirement for large companies in the last decade. When marketing strategies only involved pushing final digital assets into single channels of print production, broadcast media and traditional digital media, the world was much simpler. Today, marketers are tasked with keeping up with the real-time digital world that has expanded to include mobile devices, tablets, and social media networks such as Facebook, Twitter, Pinterest, and the list goes on.
Gone are the days of single channel marketing. In order to build brand awareness and loyalty, companies are now required to provide rich and personalized user experiences to their customers across multiple channels. DAM solutions now play a bigger role in creating this integrated customer experience by providing access and control of visual and rich media assets for multiple digital touch points, which are being delivered through Web Content Management (WCM) solutions.
WCM platforms form the foundation for many digital experiences – organizations need a place to push their content, store, and deliver their array of text and visual images. The challenge for companies lies in driving contextually relevant experiences for their customers – providing the right content to the right person, in the right context and at the right time. Imperative to this mix is providing the most relevant, approved assets at the right place and time to ensure brand compliance and consistency. As content continues to be modified, distributed and reused in many locations across an organization, they need to ensure a consistent means of distribution.
Herein lies the need to bring DAM solutions and WCM platforms together. Web Content management solutions allow marketers to move visual content through a creative process workflow. DAM solutions allow them to efficiently curate, organize, tag and transform finalized content throughout the organization. Marketers become more agile when they can quickly respond to the real-time demands of customers by quickly locating digital assets in a centralized repository, knowing that they’re up-to-date and that they have the right to use them.
The world is changing. Successful brands know the importance of delivering a rich customer experience to gain and retain their customers. Customers’ expectations when it comes to their brand experience have increased over the years, especially with the introduction of social media and the need to be able to do everything in real-time. Bringing together the functionalities of Web Content Management platforms and Digital Asset Management solutions provides the first step in providing a seamless customer experience.
To learn more about how WCM platforms and Digital Asset Management (DAM) solutions provide a seamless customer experience, sign up for our upcoming webinar with our partner, SDL. To read a blog from SDL about WCM and customer experience, click here.