What consumers see is what they want. Here is how you deliver it at scale

Today's customers view content at an astonishing rate. Even Google is searching for “more visual, snackable, personal and human,” according to a report in the Wall Street Journal. How do we consistently deliver, distribute and store this tidal wave of assets in this new era of consumption? The answer lies in systems that can see your content through from ideation to archive.

Unless you work in the content world, you might not think about how content reaches you across channels and devices. You will notice when it doesn’t reach you – when you’re shopping and can’t see the right images, or your research stops at a broken link.

Consumers can be complex in their digital behaviors, but their need for information isn’t. We need to be complex in our systems to meet this need. Across industries, company size and location, we need modern systems to deliver, from Digital Asset Management Systems (DAM) and Media Asset Management systems (MAM).

Asset management systems are implemented for good reason at the corporate level, but they are all about customer satisfaction. The outcome of efficiently organizing, storing and distributing digital assets is their swift access and distribution, ensuring the customer receives the latest, greatest and most relevant content.

I’m breathing a sigh of satisfaction for my team as I see our DAM and MAM systems at work. We have a more streamlined internal process. Our teams feel the benefit when the systems do the work for them, rather than requiring them to manually track down or host assets.

"​Unless you work in the content world, you might not think about how content reaches you across channels and devices. You will notice when it doesn’t reach you – when you’re shopping and can’t see the right images, or your research stops at a broken link"

Within this increased scale and productivity, we find the consistency that’s often overlooked but paramount to a brand’s representation. As customers interact with brands through websites, social media, apps and more, they’re delivered a single source of truth within the DAM and MAM systems. These systems ensure we’re showing the right logos, images and videos that will enable us to build awareness, consideration and hopefully trust and consistency.

But all of this is table stakes: we expect companies to know us and know how to market to us. We want a level of personalization that’s tailored to the specific preferences, interests, behaviors and characteristics of our digital habits. A DAM system can do that, too -- segmenting and managing assets in a way that allows businesses to tailor content based on customer preferences.

This groundwork still needs upkeep, as the work evolves with your customer needs. We tend to our asset garden through a flexible and adaptable taxonomy. This dynamic metadata application allows us to categorize and structure our content in a way that can evolve with changing consumer preferences and trends. We can swiftly respond to shifts in the market, customize content for specific audience segments, and adapt to emerging platforms. By creating an agile and user-centric taxonomy, you empower your organization to deliver content that remains relevant, engaging and accessible, ultimately enhancing the consumer experience and strengthening brand-consumer relationships.

Your customer-centric content approach requires orchestration from ideation to archive. Digital asset management is not merely a back-end system for managing digital files; it is pivotal to enhancing the customer experience and representing your organization. As we continue to put the customer first, our modern content systems are needed to create, deliver and manage content, leading to stronger customer relationships and sustainable growth in the digital age.