Article

Nate Holmes
Nate Holmes 6 September 2021

Improving Efficiency and Customer Experience With the Right Martech

Driving a quality customer experience to secure sales and build loyalty is undoubtedly at the heart of any marketing efforts. It’s not just about creating that one-off sale, but engaging with customers in a meaningful, and helpful, way to ensure that the brand stays front of mind and interactions support the growth of a long-term relationship. At the same time, delivering efficiencies, and even meeting sustainability targets, are also mission critical. 

It’s no wonder that marketers are constantly looking for new ways to deliver on these objectives. And technology is increasingly at the heart of this search. The drive to do more must not come at the expense of customer experience – and there is no reason it should.

Marketers have a wealth of content that they create, manage, and deliver. And it’s this which sits at the centre of the mission to deliver on both experience and efficiency. According to the HubSpot State of Marketing Report 2021, marketers most commonly have three audience segments they’re targeting at any one time. That’s a lot of information which needs to be in the right place at the right time, for all three segments.

Quality Starts with Content

With such a wealth of content to manage, the key is “quality”. Ensuring that marketing content is of the highest quality is a powerful differentiator. It’s no wonder therefore, that demand for outstanding creative work — from photography and graphics to copy and video — is at an all-time high. 

Once those assets are generated, the challenge is how to navigate storage, version control, and usage, so that it can be appropriately used to target those multiple audience segments. With quality established, consistency is possibly the next most important objective.

Creating clear and consistent workflows often requires change management to improve both automated and manual ways of working. Investments in key marketing technology (martech) is a proven way of driving these changes. Organisations seeking to bring velocity to their creative workflows are increasingly turning to digital asset management (DAM) solutions, to store, organise, and manage their content.

Driving the Creative Workflow

To paraphrase a popular saying – with great content, comes great responsibility. Increasing amounts of assets need increasingly efficient ways of managing them and that’s why DAM solutions are a trusted way to get the most from collateral. 

Ensuring that all the digital content and information is up to date and synchronised across all channels is no easy task, but the right martech tools can streamline the process. Product information needs to be accessible to customers at anytime, anywhere, on any device, and customers expect a consistent brand experience at every touchpoint and every interaction. 

There are five core benefits of leveraging a DAM solution:

  1. Eliminating the cost of lost or misplaced work. As new assets are constantly created, the growing number of digital files means it can be easier to misplace them. Because a DAM system centralises storage of materials, they are secure and easy to retrieve.
     
  2. Accelerating creativity and production cycles. Version control, workflow approvals, and on-the-fly conversions all expedite and enhance creative production.
     
  3. Streamlining distribution. Internal content collaborators, sales teams, and external partners can all have instant access to materials. And integrations with other martech platforms can further automate and enhance distribution processes.
     
  4. Maintaining brand consistency and integrity. Critically, all these stakeholders will be using the same, on-brand files. A single repository with a search function means that the content found will always be the correct, approved, up-to-date version. Ensuring cohesive brand messaging at every customer touchpoint.
     
  5. Improving the measurement of ROI. A huge bonus to DAM software is the integration of analytics. These track who is using which assets, when, where, and how. This can inform optimisation and influence content strategy.

Marketing Today – For the Future

Marketers today are expected to be digital wizards. Not only are they expected to regularly publish inspiring, on-brand content, but they need to be doing it faster than ever before. And once published, they’re tasked with tracking and optimising campaigns to ensure content is performing to its full potential. It’s no easy feat and this demand will only continue to grow. 

Upholding brand consistency is possible, though. It just requires a little help. With the right tools and processes in place, marketers can achieve the customer experience their consumers desire. 

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