One of the biggest challenges brands will face in 2023 is delivering consistent, hyper-personalized content experiences to consumers.
Because to do so requires the streamlined creation, management and deployment of thousands of digital assets across all channels. It requires a high level of collaboration between local teams, compliance, sales, and channel partners. It requires an integrated, secure system that is adopted by the entire company.
And these requirements are extremely difficult to overcome without a digital solution that can handle the most demanding sales, marketing, and commerce operations.
This is why Digital Asset Management (DAM) solutions are so valuable. They solve common problems faced by global organizations like slow and siloed workflows, lack of brand consistency, compliance issues, incomplete content analytics, and the huge amount of time and money wasted on trying to locate disparate digital assets, like photos, videos or audio files or create them (unnecessarily) from scratch.
Let’s take a closer look at 6 reasons why DAM is so important for large enterprises:
A DAM solution provides large enterprises huge productivity gains by streamlining workflows and bringing efficiency to content creation.
Many large enterprises don’t have the luxury of a clean slate. They have to deal with multiple, fragmented—and often overlapping—legacy systems and an unprecedented number of digital assets.
This siloed way of working wastes a huge amount of time and money. Time wasted manually searching for, organizing, editing, reviewing and then distributing assets securely. Money wasted on digital assets going unused or being recreated altogether.
Poorly managed digital assets negatively affect a company’s productivity, slowing down marketing campaigns and damaging brand reputation by providing consumers inconsistent experiences. In simple terms, it puts large enterprises at a serious competitive disadvantage.
With DAM, version control, real-time edits, and workflow approval save time on manual tasks. Instead of sending endless emails back and forth to get a piece of content signed off, automated tags and triggers can be used to accelerate review cycles. By removing friction between multiple teams that all require input, collaboration improves and the chance of costly miscommunication is greatly reduced.
Successful brands are built through consistent delivery of the brand identity. It’s this consistency—of messaging, logos, content, visuals—that reinforces positive values, strengthens trust with consumers, and makes you instantly recognizable no matter the channel or location.
But how can a large enterprise with a global reach achieve brand consistency and provide unique customer experiences?
Let’s answer this question using a real example.
French sporting goods retailer, Decathlon, has more than 1,700 stores and 93,000 employees across 60 countries. With a presence in multiple markets, Decathlon designs and sells products that reach more than 400 million sports users around the world.
So, how is this large enterprise able to maintain brand consistency?
With a DAM solution that’s now used by more than 67,000 internal and external people across the company. The DAM tool has become the “Single Source Of Truth” for employees, providing a database for the company’s 73 ecommerce sites distributing all digital content, such as photos and videos of the brand’s products.
By controlling how assets are locally customized, automating workflows to accelerate content production and review cycles, and providing an easier way to organize and find content, Decathlon is able to deliver consistent brand experiences to customers worldwide.
As the number of marketing touchpoints expand, so too does the demand for hyper-personalized customer experiences.
For large enterprises to achieve this, they need technology to help them quickly create, modify, approve, and deliver consistent content across any channel and at any moment. Not forgetting distinct geographies, markets and segments, all of which require separate versions of the same digital assets to be created if true personalization is to be achieved.
Clearly, this level of real-time hyper-personalization isn’t possible without advanced marketing automation. A solution like DAM unifies fragmented tech stacks and eliminates the need to recreate or duplicate assets across multiple channels.
With teams freed up from time-consuming manual tasks, they can focus instead on A/B testing, making data-based decisions faster, and tweaking marketing campaigns based on performance.
Compare this to the existing situation many organizations find themselves in—where the creative concepts that were signed off months ago are no longer relevant by the time they come to market. If large enterprises are serious about delivering hyper-personalization customer experiences, they need to be able to tweak and distribute digital assets instantly based on real-time consumer interests and behavior.
A common problem many large enterprises face, particularly in tightly regulated industries, is marketing compliance. Without automated approval workflows and audit trails in place, or assurance that the most up to date digital assets are being used, organizations risk losing their competitive edge.
At worst, they are more likely to experience a regulatory breach. At best, their marketing campaigns are slow to roll out.
And this speed—or lack thereof—could be the difference between marketing success and failure in 2023. According to Jaleh Rezaei, the former head of payroll solutions company, Gusto:
“Speed is the single most critical — and most overlooked — characteristic of a winning marketing team.”
With DAM, you have full visibility over compliance issues so that they no longer slow down marketing activities. Approval workflows can be set up to enable tracking by legal, risk and compliance managers in the content validation process. This means that all content is up to date and fully validated before being published.
Another way that DAM accelerates global marketing campaigns is by removing the need for graphic designers or other editing tools.
Wedia’s Media Delivery & Digital Experience module allows brands to generate different formats and variations of images quickly and easily. Whether it’s a certain size that’s needed or a particular shape, the required versions are ready in seconds to be deployed across all the necessary channels.
Want to scale your content creation? With a one text prompt, Wedia’s free image generator tool produces endless AI-generated images for organizations to choose from. This content can then be used to brief creative teams, create moodboards to inspire campaigns or produce images for social media.
With hundreds of thousands of digital assets, multiple channels and many employees to coordinate, how can a large organization keep on top of content performance? How can they understand which assets are driving the most engagement and sales?
A DAM solution allows organizations to create and save custom dashboards, and compare content performance of digital media and content across different channels, categories, geographies and audience segments. It allows them to track assets wherever they’re activated, unlocking previously inaccessible data views.
With this birds eye view of performance and accessibility to content old and new, large enterprises save significant time and money by breathing new life into pre-existing high performing assets.
The most compelling reason of all for large enterprises to switch to a DAM solution is that it helps them make significant cost savings. According to industry analyst IDC, 97% of organizations large enterprises have reduced asset creation costs by 10% or more.
Technology like Digital Asset Management is designed to help organizations achieve more with less. Automation and artificial intelligence accelerates content production and increases a company’s ROI (Return on Investment) by streamlining review cycles, eliminating the need for manual and time-consuming tasks, and cutting operational costs.
After all, every minute an employee spends searching for a file or recreating an asset that already exists (that they can’t locate), is a minute that could be better spent on something more valuable.
Ready to increase productivity, scale your marketing efforts, and improve ROI?
Book a free demo today to discover the benefits of DAM for large enterprises.