It is no secret that the customer is the centre of the universe for many brands. And so they should be; after all, they ultimately pay a marketer’s wages. However, a marketer’s job in connecting with these consumers has never been more difficult. This is because consumers are less brand loyal than they have ever been before. Also, in today’s omnichannel environment, where the number of touch points is rising rapidly, delivering optimal customer experience to help garner loyalty is more of a challenge than ever before.

The goal of delivering exceptional customer experience is to keep the customer happy. To do this, brands need to consider the overall customer journey and every one of the assets they use to impact that journey and move their target along the buying and retention continuum. This is far from easy as every customer is different, as are their needs and rate of progress along the journey. This causes something of a dichotomy, as all messaging needs to be unique, yet remain consistently ‘on brand’.

A digital marketing executive

What this means for marketing teams is that messaging and the associated assets need to be properly managed. Starting from creation, right through to making them available for different campaigns and regions. Given the scope of marketing campaigns, the sheer number of resources that are created and the number of stakeholders involved, it is simply impossible to undertake this process manually.

Because of this, technology has an important role to play. Think of it as the ultimate digital marketing executive that can ensure your assets are up to date, accessible and available 24/7 to relevant stakeholders, and appropriate for the campaign or target audience. There are various solutions with various acronyms available to manage different aspects of your campaigns and the assets associated with them, such as digital asset management (DAM), content marketing systems (CMS) or product information management (PIM).

Ensuring you are ‘on brand’

Consumers today will be exposed to numerous information touchpoints throughout their journey, whether that be email, videos or blogs. Realistically, if presented with numerous ways to absorb information, customers will never be able to choose all of them. As a result, marketers must ensure that each potential journey offers them the same level of messaging to boost engagement rates, loyalty and conversion. Of equal importance, particularly when dealing in the omnichannel environment or offering products across multiple regions, these assets need to be current and ‘on brand’.

For example, if a specific customer journey relates to a certain product line (such as the recent iPhone 8 launch), the assets need to include up-to-date information on specifications, promotions and local prices – in dollars, euros or pounds depending on their location. They also need to be made available at the right time — it’s no use promoting the iPhone 8 in a year or two’s time when it has been superseded by a more recent incarnation of the handset.

The visuals also need to match up. Marketing teams and their various agencies need to ensure they’re using the right visuals in the right way; this means ensuring the images are correctly licensed and appropriate for the region or target market. For example, some countries might have different legislation regarding products like alcohol or the ways in which models are clothed. All of these considerations can be managed by solutions designed to assist with marketing automation, project management or workflow improvement.

Centralisation of assets

For global organisations with multiple brands, that may rely on multiple external agencies to support them, technology can also assist in one other critical area: centralisation of assets.

If all assets can be created, hosted and managed on a centralised easily-accessible marketing hub, a level of accuracy and security to operations can be ensured. Also, it can help streamline processes around creation, approvals, revisions and accessibility. Ensuring one central version of the truth means that brands can guarantee only the most current assets are being used, across campaigns, regions and languages. Conversely, any material that is out of date in terms of style, tone or date can be automatically removed, ensuring accuracy across the board.

The role of technology, regardless of application or industry, is always to make life easier. With the right technology in place, the whole process of creating, approving, managing and distributing content assets can be comprehensively deployed, which will result in an enhanced and more consistent customer experience.


By Tammy Michalek, senior solution consultant at IO Integration

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