Article

Lucy Campbell-Woodward
Lucy Campbell-Woodward 22 December 2020

Join The Dots For Compelling, Competitive Content

When you consider how quickly businesses have to react today, it’s staggering to realise the barriers which many of them are up against. Despite contending with pricing that can change minute by minute, or stock levels that fluctuate dramatically according to a trend surge or simply a sudden change in the weather, a shockingly large number of organizations are still working with outdated, disconnected systems – some barely more sophisticated than a shared Excel sheet.

Integrated content management - or ICM – is increasingly becoming a business critical discipline. Yet, according to the latest study by London Research and censhare, only a little over a third (37%) of companies have anything like a centralized content hub.

In her latest paper for censhare, Compellingly Connected , digital asset management expert, Dr Theresa Regli, explains:

  • What ICM looks like – unifying sources of information to deploy across the omnichannel.
  • How it improves the health of the enterprise by creating a holistic set of assets and data that is consistent across the whole business.
  • The importance of source data and the correct permissions to maintain content accuracy.

Regli emphasises that while building an integrated content management system is a commitment that can take many months to complete, it is essential to follow procedure. Properly implemented, the ICM system becomes a core business application that is capable of creating long term, sustainable business efficiencies. She uses the case of censhare customer BSH as a clear example of this - since implementing ICM with a focus on digital asset management (DAM) and product information management (PIM) solutions, the company’s 3,000 users across the globe are now regularly managing more than 11 million assets across more than 10 brands, in one single solution.

For further detail on how to go about implementing an ICM, and a detailed case study including a walk through of how it benefited the global home appliance retailer BSH, download the paper here.

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