The world has changed and was changing even before 2020. The expansion of e-commerce, digital markets and accelerated digital transformation all affected customer journeys before the COVID-19 pandemic hit the ground and turned the world upside down. Over the past year and a half, customers have acted in ways never seen before and with the pandemic slowly brought under control, customer behavior is about to change again.
These days, customer behavior is almost unrecognizable compared to previous years. The customer journey has become more complex, fragmented, multi-channel and multi-origin – and will only remain so in the years to come. Customers are more demanding than ever, investing their time, energy and money in the companies that meet them where they are and deliver them personalized messages according to their needs. In this environment, delivering superior visual experiences is essential for acquiring and retaining retail customers.
You need to meet customers where they are
Nowadays, customers are ready to change their habits in an instant. Not only do your customers compare costs or quality, but also the inspiration and mission of the brands they reward with their loyalty (how the brand will impact their quality of life, how brands approach protecting the environment, how brands contribute to cultural belonging and much more). Customers are fickle and their preferences can change very quickly (especially when they can easily compare prices or products online when looking for what they want). In a digital world, video is crucial to building trust and demonstrating trustworthiness to your customers.
There is a real cost to not meeting your customers where they are. If your content is not available on all the channels that are your customers, you are missing a connection. Also, once you reach those customers, the content needs to be relevant to them, otherwise they will lose interest at best or stop dealing with your brand at worst. A study found that 60% of American adults stopped buying from a company just because they didn’t like its advertising campaign.
Easy to find, easy to use
In order for customers to see your content, your marketing partners must have access to it. The speed of marketing today means you need assets available when you need them. Assets should be centralized and easily shareable, not siled. Organizations should be able to scale experiences up to scale. By design, DAMs function as a Single Source of Truth (SSoT) – a single repository where marketers and anyone else who needs access to assets can find all relevant versions of a media or media. ” a specific brand asset (image, video, PDF, logo, brand guidelines etc.).
Data silos are one of the biggest challenges companies are confronted with Big Data. Without easy access to data, organizations cannot make good decisions, which can lead to inefficiencies and potential revenue losses. By integrating with other tools in your martech stack, DAMs can break down data silos by providing access to digital assets as well as the data visualization tools needed to measure the marketing performance of those assets to anyone. requires.
Visual resources are essential to the digital experience
Video has become more than an essential complement to customer engagement; video is the main form of content marketing, Based on research. Visual content arouses emotions and the generation of strong emotional reactions generates more sales and a stronger commitment to the brand. Whether your content includes video ads, product videos, tutorials, how-to videos, or more, video is a crucial part of attracting customers who engage with your brand, both before and after a purchase.
With video being the primary means of effectively reaching customers, your business needs a way to manage all of the digital assets that you’ll be using to reach customers. A DAM does exactly that. It centralizes your digital assets and makes them available when you need them, but it also allows you to enrich them to create unique viewing experiences. Want to add subtitles or chapters to long video? Turn your video into an animated GIF, snackable content or an interactive experience? Or maybe you want to publish a collection of videos as a dynamic playlist? Whatever your video needs, a DAM is here for you. From optimizing to personalizing the online video experience, a DAM can help you reach customers through all the noise – if only for a moment.
With how quickly the world has changed, your business needs the right tools to manage its marketing assets and best serve customers where they are. Today’s customer doesn’t just walk into brick-and-mortar stores, they research products online, follow brands on social media, check the company’s website, sign up for newsletters, reads reviews and much more. With the exploding customer shopping experience, businesses need the right tools to deliver true omnichannel experiences.
Digital asset management solutions are essential if your business uses any type of visual asset. DAMs make it easy for the right visual content to reach customers at the right time. They put your content in a central location, easily accessible by multiple teams and ready to deliver a relevant and personalized digital experience.
Learn more about wedia-group.com.
Sara Jabbari is Marketing Manager for North America at Wedia, a provider of cloud-based marketing solutions. Sara has more than 4 years in digital marketing, B2B and SaaS environments and holds a Master in Management with a specialization in Marketing from HEC Paris.