Conquer the Content Deluge
Upgrade your DAM system to speed the development of secure, personalized assets.
by Adobe Enterprise Content Team
posted on 05-07-2019
It feels like trying to hold back the tide — the pressure to personalize and deliver even more memorable digital experiences is overwhelming. Marketers and IT feel it daily, even as budgets remain tight and the demand for new content grows exponentially. Like an obstacle in a river, an outdated DAM ( digital asset management) system becomes a snag in the flow of your digital marketing efforts.
To stay afloat in this sea of changes, you need a dynamic DAM solution that lets you automate and analyze media more efficiently. An intelligent DAM system creates secure workflows between your teams and partners, streamlining the creation, management, delivery, and optimization of massive volumes of media. Marketers and IT can organize, adapt, and securely distribute rich media and experiences across channels, geographies, and teams. Consumer behavioral data and artificial intelligence then guide what content is surfaced, speeding the delivery of truly personalized content.
This is truly working smarter, not harder. With your digital asset teams working more productively and your content flowing faster, you can significantly boost the return on your content investments.
366% average three-year ROI for organizations using an intelligent DAM solution. Source: IDC
Enhance your workflows
When you’re working with multiple teams on dozens of deliverables, you’ve got to have workflows that streamline the process and make for clear communication. A next-generation DAM system offers project dashboards and customizable templates so you can quickly start and monitor projects all the way to delivery. Roles and teams can be assigned to meet your organization’s unique structure. As you review assets, an easy drag-and-drop interface allows you to attach automatic processing and conversion activities, greatly accelerating what used to be a labor-heavy process. Instant notifications keep team members on task and more projects flowing to delivery.
The intelligent DAM productivity advantage.
Expedite assets through automation
The efficiencies of having a secure repository and metadata management service for all your content makes it much easier to share, search, and use assets. An intelligent DAM system automates the process of populating metadata. Rather than having to manually add campaign-specific metadata to each asset, you just enter the metadata once, and the DAM system automatically populates that data across all appropriate assets. With less time spent keying in data and prepping assets, your team has more time to spend on high-value tasks — like designing and delivering content-rich apps and branded marketing campaigns. In fact, a 2018 IDC study found that the automation of metadata tasks sped asset creation workflows by 47 percent.
27% faster content delivery for companies that have implemented an intelligent DAM solution. Source: IDC
Automation also extends to the dynamic process of providing different asset sizes and resolutions. With a next-generation DAM system, you can create rules and templates in advance, identifying the best default sizes for each device and screen. Then, as different channels request that asset, the optimal experience is created and delivered using that original master file. This allows you to create consistent experiences with a single core asset across all devices, channels, and connection speeds — eliminating the need to create and manage nearly unlimited versions of an asset.
Keep assets securely flowing
When you invest in creating an asset, you want to maximize its value and ensure its security. A next-generation DAM system delivers advanced security processes and controls that comply with security standards like ISO 270001, SOC, and HIPAA to ensure your assets remain compliant, no matter where your teams and partners reside. Intelligent DAM systems also create a consolidated and secure repository that can use common APIs, like those publishing to social, email, web, or video channels.
Keeping assets current is another way an intelligent DAM system can dramatically improve consistency and prevent asset errors. For example, if someone on your team searches for a celebrity image to use in a social media campaign, but you only have rights to use that image on your website, the system can warn your team member immediately. It can even invite them to initiate an automated process to obtain the necessary social media rights. This consistency also extends to partners granted access to your secure media portal. If you’re a running-shoe company, you don’t want retail partners using last year’s product assets.
“We’ve reduced the risk of people downloading and using old assets by 70%.”
IDC study respondent, 2018
Promote the power of personalization
Your customers crave engaging digital experiences. They want emotional connections and truly personal journeys. The ability to dynamically match their own individual needs and tastes with the right content ties your customer more closely to your brand. In fact, IDC research shows that organizations realize an average increase in revenue of 24 percent from their investments in a DAM system with personalization capabilities.
The ability to access literally millions of assets anytime, on demand, makes personalization at scale possible. Philps experienced this firsthand when they upgraded to an intelligent DAM and realized a newfound ability to automate daily updates of more than 30,000 product descriptions, images, and videos — so that new content and personalized experiences could be delivered faster than ever to every customer, on any screen.
“Whether we’re looking at a specific region, product page, or the global site, we follow the same process. We have a strong foundation to empower our employees to reach customers worldwide with rich, relevant experiences on mobile and other devices.”
Joost van Dun, .Com Manager, Corporate Experience, Philips
Next-generation DAM systems can either work with or incorporate new machine learning technologies that let you easily build personalization into core asset processes. Instead of having a static “one-size-fits-all” landing page that might experience mediocre click-through, you can create a personalized experience for either individuals or customer segments based on their recent purchase history, what they have in their cart, or other pages they’ve visited.
For example, a personalized landing page could include a video that features a complementary product to one they already purchased. Customers can also personalize the content themselves. A great example is furniture retailer Room & Board, who gave shoppers the opportunity to see their cabinets in different sizes, materials, and components. Incredibly, this one customization improved their online revenue by 152 percent.
Immediately assess your data stream
To create digital experiences that really connect with your customers, you need feedback and intelligence on how your assets are being consumed across all your different channels. You need to know which experiences work. This requires getting information on asset usage back into your DAM system so your marketers can easily know how those assets are performing.
The asset intelligence marketers need typically falls into three main categories — interaction metrics, engagement metrics, and value metrics.
Interaction metrics look at more than just whether people clicked through to a blog or downloaded your content from a single device. They examine how people interact with your content across multiple devices, and how your content actually connects or resonates with those customers. Interaction metrics should help you better answer questions like the following:
- On what topics should we focus our content next quarter?
- Where should we stop investing valuable internal resources and budget?
- What titles are most appealing?
Engagement metrics take the next step beyond interaction metrics to tell you what impact your content had on consumers. They give you a true measurement of content quality. Some common engagement metrics include the percentage of content consumed, completion, and page depth. But you also need to measure more behavioral aspects of engagement, like where the mouse hovers on the page, what portion of traffic reaches certain points on a page, and other mouse or click movements.
As the name suggests, value metrics look at the unique perspective or value that your content gave your audience. Was it compelling enough that they chose to share it with others? What do they tell others about it? Value metrics look at things such as shares, likes, comments, reviews, and other metrics that paint a picture of how your audience really feels about your content.
As you try to balance workloads, you don’t always have time to look for actionable data. That’s why it’s important to inject impactful asset intelligence where your assets live — in the DAM system.
In addition to the value your customer places on content, your team needs asset intelligence that helps determine the ROI of your various experiences. By tying analytics to your asset creation and distribution workflows, you gain deeper insight into how various assets are performing. These performance insights allow you to better gauge the ROI of your marketing efforts by comparing an asset’s performance with the investment it took to create that experience. These metrics provide clear insights into how different creative experiences impact your business results, eliminating any question about what’s worth the investment.
“Having integrated tools was an attractive selling point. Adobe Experience Cloud allows us to collect vital data and act on our insights to provide more personalized customer journeys.”
Karen Jennings, Principal Digital Marketing, Constellation
Build a surge of support for your DAM system
To create truly engaging customer experiences, you need to connect your content across the entire asset lifecycle. An intelligent DAM delivers the tools to streamline content creation, simplify workflows, reduce errors, and secure the entire process — so you do more, faster. And finally conquer the content deluge.
Adobe Experience Manager can help
Simplify the way you create, manage, and deploy your content and assets across sites, mobile apps, and more. Adobe Experience Manager Assets is a digital asset management system within Experience Manager that helps you create, manage, and deliver images, video, and other content to any screen or device. Keep your master assets handy, organized, and quickly customizable. It helps you turn asset sharing challenges into business-changing opportunities.
Learn more about how Adobe Experience Manager can help streamline your asset management processes.
Your next steps
Topics: Digital Transformation, Future of Work