09 Sep DAM for the energy industry: the key to success
Gas, water, electricity, telecoms: in these sectors, the liberalization of markets has profoundly changed the relationship with customers. The focus is now on standing out, on winning new clients to gain market share, and on building loyalty, all of which invariably require content and services online. In this environment, proper management of marketing visuals, and videos in particular, is one of the conditions for success. What can DAM do for the energy industry?
How can you make sure that your teams have access to a single source of truth (SSOT)? How can you guarantee the consistency of communications and marketing actions in your group? How can you distribute tens of thousands of pieces of marketing content while focusing on a successful digital experience using a single platform?
Frequently equipped with slow, unsuitable and not very user-friendly tools, companies in the energy sector often struggle to make the right investments when it comes to MarTech. These difficulties can quickly translate into a loss of competitiveness and a decline in the number of subscribers and clients.
If you’d like to know more about how the Wedia DAM solution helps meet the challenges and objectives of marketing in the energy industry, please visit our dedicated page to find out more about DAM for the energy industry.
Why should energy companies be interested in DAM?
In this market, new entrants have the opportunity to write on a blank sheet of paper how they prefer to manage their assets, whereas long-term players must first work to consolidate existing DAMs of their various subsidiaries. It is often here that an enterprise DAM can make the difference by demonstrating its ability to facilitate the consolidation of existing DAMs.
Beyond managing what already exists, players in these markets seek to guarantee the perfect use of visual and audiovisual media. It is out of the question here to let a YouTube algorithm decide which videos to recommend after watching a video that explains how to subscribe or how to upgrade your contract… In these sectors, it is important to guarantee “brand safety” – in other words an environment that is 100% compatible with the brand.
A DAM for the energy sector integrates seamlessly with your current tools and provides you with data on all your content
The DAM’s Digital eXperience Management (DXM) capabilities are also used to deliver content optimally and at scale, and to accurately track consumption for analysis purposes. What content contributes to subscriptions? Those that reduce low value-added call center solicitations?
Detailed analysis of content consumption (by market, product, geography) is a valuable tool to better understand customers in highly competitive markets.
Scale is a key issue here; a player like Total is present in 120 countries and has nearly 98,000 employees. It is therefore necessary to ensure that everyone relies on a single frame of reference that provides the key content required for all communication and marketing. On a scale such as this, DAM must prove to be:
- robust to support the load,
- flexible to present interfaces specific to each country,
- intelligent to index assets in a master language and automatically translate metadata into the languages used by collaborators.
- In addition, enterprise DAM must prove to be easy to integrate in order to easily communicate with all CMS (Content Management System) and other solutions used to tool websites and apps.
As not all the material referenced in DAM is intended for everyone, the finely tuned management of authorizations is also required to segment access to content according to its target use or sensitivity. These authorizations concern both internal employees and all service providers involved in communication and marketing (communication, press relations and crisis management agencies). Create a user, allocate them rights within a specific content category, revoke them without delay if necessary – these are all operations that corporate DAM makes accessible in a few clicks.
DAM as a Single Source of Truth in your energy company
For energy companies, the DAM provides the key function of “Single Source of Truth”. In other words, the DAM references assets that teams can work with in complete confidence. Images, videos, marketing materials with finely tuned modification rights to facilitate localization without distorting the brand.
This ensures that all your teams are working with the most recent versions of your digital assets and that the consistency of your group’s communication is maintained.
Customers are not the only audiences that DAM can serve. Companies in these sectors are also organizations that are sometimes present in several countries, with thousands of employees to train, activities subject to high image risks, etc. Large companies invested, for example, in the energy production and raw material extraction markets (oil, gas, rare metals, etc.) must guarantee brand consistency on a large scale and equip employees as well as partners.
DAM for the energy sector offers considerable productivity gains
At this scale, it’s out of the question to let everyone wander around for hours looking for a visual. Content categorization and search functions must allow quick access to product packshots, campaign images, etc.
Your productivity is also guaranteed by the integration of the DAM with existing PIM (Product Information Management) solutions such as brand or distributor websites. In addition, the DAM allows you to categorize and search your content according to your company’s own operating and organizational rules.
Thanks to the advanced search functionalities (full text, by facet, Artificial Intelligence…), your teams will be able to find the content they need very quickly. The considerable time savings generated by the use of the Wedia DAM allows teams to gain in productivity and thus allocate more time to different tasks.
Wedia, a SaaS software publisher, offers cloud-based, content-centric marketing software that helps large energy and utility companies to unleash the full potential of their media and deliver the best possible experience across all digital channels.
DAM in the energy sector supports marketing players by helping them overcome the challenges they so often face. Wedia helps major brands to enhance their marketing content from creation to distribution, with the primary objectives of increasing visibility and ultimately boosting sales.