How enterprise digital asset management helps you master the new world of digital experience: A CeBIT Interview with Ines Köhler

Ines

Canto will be attending this year’s CeBIT – the largest IT-focused trade show worldwide taking place every year in Hannover, Germany. Our Head of Marketing Ines Köhler will be attending an expert panel on trends for the next generation of digital asset management at Digital Marketing & Experience arena – a new conference area targeting marketing technology. What to expect? Get a little sneak peak in this interview:

1. Why is a high quality digital experience vital for your business in 2016?

For me, the key role of digital experience involves the interaction between two key concepts: Digital Transformation and the Attention Economy.

Digital Transformation is everywhere

Digital Transformation impacts how we spend our free time, how we communicate, how we consume and how we make buying decisions. We see these changes in our customers’ behavior – and it is also one of the primary challenges our customers face when dealing with their customers. In fact, a recent BITKOM survey found that more than 54 million Germans now buy online. It is also reflected in the way companies spend their customer experience budget: a recent Forrester Survey(1) confirms that the top three investments made by companies when it comes to customer experience were in the digital arena. Businesses striving for success need to adopt this outlook across all aspects of marketing, sales and customer service.

Attention is the currency

The challenge of Digital Transformation meshes with another interesting concept: the so-called Attention Economy. For marcom strategists, the essential question is no longer “How do I reach my target group?” – but “How do I make sure that I get the attention of my target group?” The digital customer experience plays a leading role when it comes to winning this attention. This is because our attention span has never been so short – and our patience never so easily exhausted.

What this means for your business?

The first step is a company-wide digital experience strategy – not just based on business objectives, but even more so on the digital behavior of your target groups.

 

2. What are the challenges that come with the Digital Experience and how can enterprise digital asset management help?

Content Marketing + Multi-Channel + Personalization = Chaos?

One challenge is how to integrate and balance the needs coming out of content marketing, multi-channel distribution and content personalization.

Companies are producing more and more content in visual, digital and interactive formats, and customers have adopted a completely new way of processing that information. Large amounts of copy text no longer catch customer attention. Furthermore, content needs to be shared and published across as many systems, channels and devices as possible. But just shooting around content is a thing of the past. Only personalized, well-targeted content that directly addresses your customers will catch their attention.

DAM (digital asset management) systems help companies control this “content chaos.” For instance, DAM supports companies in preparing and delivering content. Formats and versions can be created on-the-fly and delivered to relevant third-party systems (like social media channels, your CMS or a marketing automation system). Additional information can be captured via customized metadata taxonomy schemes. The result is the right content delivered to the right channels, without confusing duplication. Of course, a high performing, flexible API is key to meeting this challenge.

Get those DAM analytics right

Another challenge we face when it comes to digital experience is analytics. Data-driven marketing is everywhere – and this does not stop when it comes to digital asset management. It is not only important to be able to gather necessary data, but also to elaborate and visualize it according to customer needs. This means making sure DAM users can quickly understand which assets are used, where, how often and by whom – and adapt their DAM strategy accordingly.
Are you ready for real-time marketing?

Last but not least, there is real-time marketing. Good marketing is lightening-fast. Reacting in real-time to live events, news and questions is what gets consumer attention. This requires short, efficient content creation workflows – as automated as possible with collaboration features that enable communication between your team members, freelancers and/or agencies. DAM systems must offer easy and fast collaboration to support companies in meeting the challenge of real-time marketing.

 

3. Where are organizations currently at and what can be improved?

Every marketer understands the need for quality content when it comes to quality marketing. Companies invest huge amounts of time and resources into content creation. According to recent research from Accenture(2), among more than 1,000 marketing leaders, 73% percent claimed to spend more than 50 million dollars per year on content creation.

A problem we often see with our customers, however, is that the organization and management of this content is only being addressed once “content chaos” is out of control. They’ve lacked the necessary resources and organizational structure to efficiently approach DAM. This is because DAM is about much more than just software – it is about strategy, people and processes, just as much as it is about technology.

Most customers who contact us already know that they need to catch up when it comes to DAM. Yet, what is often still missing is awareness of the implications of this realization – which is to say, specific understanding of which teams and systems will be affected when introducing a DAM system. An enterprise DAM system is not just a solution to manage marketing content – it is a vital part of an organization’s overall digital experience strategy. And introducing a DAM is about more than just software – it is about strategy, people and processes as much as technology.

If you want to meet us, we will be at CeBIT on March 15th. You can find us at 1:30 pm in Hall 4. For a personal meeting, just drop us a line!

 

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(1) Forrester Wave Q4: Digital Experience Platforms, Forrester, 2015

(2) Content: The H20 of Marketing, Accenture Digital, 2016