How To Simplify Digital Experiences With DAM and DXP
In today’s competitive marketplace, brands should offer unique experiences to differentiate themselves. Content and data are at the heart of experiences, but managing them can be challenging. Here, Jake Athey, VP of Marketing and Sales, Acquia, explains how teams can use DAM and DXP to create massive amounts of data for different channels at a fast pace for their audiences.
According to a 2022 eMarketer According to reports, only 16.5% of companies have a dedicated team responsible for customer experience (CX). Today, as brands grapple with increasing competition and changing consumer behavior, marketers must deliver innovative and unique experiences that differentiate their brands.
Content and data are at the heart of any digital experience, but both can be extremely difficult to manage. So how can your team create massive amounts of digital content for multiple different channels in different formats, styles and iterations at the rapid pace your audience demands? It requires innovative technologies that enable marketers to effectively tame their content and data ecosystems.
Specifically, the answer lies in a Digital Experience Platform (DXP) with Digital Asset Management (DAM).
Get started with digital asset management
With the advent of digital marketing, you need more and more digital content to communicate with your audience, represent your brands, and position your offerings competitively online. And your customers demand consistent and relevant experiences no matter what channel they use. Typically, meeting this demand has required collaboration between marketing and IT teams, as they are responsible for integrating marketing technologies into a cohesive stack that reduces redundancies and streamlines workflows. However, relying on collaboration between these departments can lead to disorganization, lack of resources and inefficiencies.
A DAM platform combines the roles of marketing and IT in content management by simplifying the organization, access, and delivery of content for digital experiences. Such assets can include images, videos, graphics, Word documents, PDFs, brochures, sales sheets, memes, and templates that can be searched and shared across multiple channels.
With a DAM platform, teams can manage all content with a single source of truth. It also helps you better understand the performance of individual assets so you can determine what content can and should be reused.
Content reuse allows you to maximize your return on investment by improving brand consistency and recognition, eliminating redundancies (meaning teams spend less time creating similar content), and developing key assets faster. Additionally, other key DAM features that drive value include governance controls, metadata and taxonomy structures, automated processing, on-the-fly file conversions, analytics tools, and the ability to publish content anywhere after content is created. Whether your business case involves marketing, enterprise-wide wealth management, or e-commerce product content, you can use DAM as the foundation for generating a return on your martech investment.
See more: 5 ways digital asset management (DAM) can go beyond text
Elevate with a Digital Experience Platform
A DXP can be particularly beneficial for brands with long-term omnichannel marketing goals. Most importantly, a DXP platform eliminates technology silos by integrating marketing technologies that support the creation, management, delivery and optimization of digital experiences across all channels. Additionally, campaign management, customer relationship management (CRM), customer data platforms (CDP), and personalization tools are at the core of many DXP platforms that help you better understand your customers and the experiences they want.
When making decisions about which marketing technologies and tools to invest in, marketing leaders may feel they have to choose between a DXP or a content management system (CMS). While a DXP offers CMS functionality, there are differences between the two solutions. A traditional CMS focuses specifically on managing content for websites, including blogs, e-commerce sites, corporate intranets, and landing pages; However, many organizations today need to connect with their customers across more than just their web properties.
A DXP takes CMS functionality to the next level to cover the full scope of the customer experience across all digital channels. Often referred to as “the next evolution of CMS,” DXPs are quickly emerging as an attractive, more comprehensive alternative to a traditional CMS. Some platforms offer more features than others, but in general all DXPs offer key features including:
- Content management and media storage capabilities
- The rapid development of websites, portals, landing pages or apps
- Collection and integration of customer data across touchpoints and content using APIs
- Using data to facilitate the personalization of digital content for customers
- Measuring content performance and user experience through analytics
Ultimately, a DXP can help marketers leverage customer data and content across all digital channels, allowing them to implement and execute CX strategies faster.
See more: The challenges of DAM-less content creation: Pain relief through automation
Simplify by integrating DAM with DXP
Imagine having the tools to eliminate siled content and teams and the resulting disjointed customer experience. DXP with DAM makes this possible. By integrating these solutions, teams can easily collaborate in a single workflow to create, organize, manage, and deliver a superior experience. For example, a chief marketing officer can manage and direct global marketing efforts while empowering local teams to create bespoke versions of their own websites and campaigns. Likewise, content creators, designers, and developers can access a central repository to find, update, and remove digital assets. In turn, web, sales, and marketing teams have more confidence in using them.
With content workflows decoupled from the developer lifecycle, brands can refresh their content and enhance the experiences they deliver. These easy-to-use technologies make it easy to create content, update websites, and build campaigns without requiring IT help. Together, DXP with DAM enables teams to automate manual content processes such as updating text, images, and specifications about a product across internal and external systems. In addition, they handle version control, rights management, converting files for reuse, and synchronizing assets and product information with other systems in your martech stack.
Personalization and brand consistency are probably among your top priorities. Not only does a DXP with DAM provide organizations with many benefits in these areas, but it also helps you protect customer privacy, mitigate risk, maintain branding, and ensure regulatory compliance. Most importantly, using DXP and DAM technologies means you can focus on innovation rather than time-consuming maintenance.
Have you used DAM and DXP technologies? What benefits have you seen? Let us know Facebook, Twitterand LinkedIn.