There’s no doubt that personalization – targeting the right person, on the right device, at the right time – is crucial to delivering excellent digital customer experiences (CX). According to Gartner, 79% of marketers say they struggle to use the right personas to create effective CX. Getting this right off the bat enables brands to build lasting relationships with customers and stand out in the marketplace.
The more targeted a brand wants to be, the more insatiable the appetite for content. It’s no surprise then that marketing teams are under growing pressure to deliver multiple variations of ad images, videos, email banners, and other assets to support digital CX efforts.
Put simply, content is the fuel that powers personalization. And, given that demand shows no sign of slowing down – quite the opposite in fact – marketing teams are realizing that they can no longer rely on dated processes that were created at a different time. Instead, they’re turning to marketing technology (MarTech) to enable powerful content operations that streamline – and even automate – the full content lifecycle from creation and management to distribution and analysis of creative content. Here’s how.
Give your creatives a break with templating software
Creatives should not be spending the majority of their time on menial tweaks and variations to content. It’s not why you hired them. And, it’s certainly not what they want to be doing. Unfortunately, given the sheer quantity of personalized assets needed to support digital CX efforts, this has become the reality in far too many teams.
To save their creative teams from a lifetime of monotony, brands should consider adopting templating software. What’s that? In short, templating software enables teams to design a single master template for each asset – locking colors, fonts, and layout, while leaving editable elements like copy and images. This makes it easy for anyone to create multiple on-brand versions of images, videos, and gifs with absolutely no design skills needed.
Templating software enables wider marketing teams to stop leaning on their creative colleagues, creating a win-win situation:
Creatives + more time to work on high-value content = happy
Marketers – lengthy wait times for assets = even happier
Save time and avoid errors by managing assets efficiently
Wasting valuable time searching for files. Accidentally using out-of-date or incorrect versions. Squandering creative resources by duplicating assets. Sound familiar? Managing the high volume of assets that personalized digital CX depends on can be tough.
To regain control over their files, brands should look at implementing a MarTech solution – like digital asset management (DAM) software as an example – that can act as the system record for all of their creative assets. This would enable teams to easily store, organize, retrieve, and distribute assets. Any such solution should integrate into brands’ existing marketing tech stack to automate asset delivery. And, it should be used by everyone – no exceptions. This way, stakeholders know they’re always working on the most up-to-date asset version.
Content delivery – don’t fall at the final hurdle
Getting assets to where they need to be across websites, e-markets, social media, and other touchpoints is the last step in the content operations and personalization journey. Doing this right relies on integrated systems working seamlessly together.
To deliver effective digital CX, it’s important that assets perform optimally across devices and load quickly. To make sure this happens on time, every time, brands should look to a MarTech solution that delivers automatically optimized assets across channels and devices. Integrations that allow marketers to shift through a high number of existing assets and the appropriate sizing across systems and devices can also help streamline the content delivery process. The ability to automatically deliver optimized assets from marketers’ systems of record – like DAM – to all different channels and devices enables the speed of execution and time to market. Having this capability can make or break a brand’s ability to compete in the marketplace.
Ultimately, digital CX success comes down to having a marketing tech stack that’s as highly connected as possible. This is essential for brands that want to foster lasting customer relationships using personalized content that’s consistent, flawlessly on-brand, and up to date – and to do this at scale. And, of course, the operational efficiencies and cost savings that MarTech solutions offer are great too!