iBase Digital Asset Management Blog


10th September 2019

Why DAM is Critical for Personalisation

Customer experience plays a huge part in any company’s success. Now, personalisation has become central to that experience.

Customers have come to expect personalised content, and freely admit that they’re more likely to buy when they receive a personalised experience. In this post, we’ll explore what exactly personalisation means, what’s required to achieve it, and how digital asset management can help.

Why DAM is Critical for Personalisation

Personalisation trend

In simple terms, personalisation is the use of tailored content to target different customers. That content could be on your website, on social media or through email marketing.

With email marketing and social media pay-per-click, you can target specific demographics or subsections of your audience with content based on their location, age or gender. Alternatively, on your website, you can make the most of remarketing, offering users product recommendations based on what they’ve previously bought or looked at.

Most importantly, it works. A huge 93% of companies see an increase in conversion rates using personalisation.

Need for more assets

So, what does personalisation entail for you as a business?

As well as having the know-how to segment your audience and personalise your website or ads, you’re going to need a lot more content – including text, images and even videos. In fact, 76% of businesses agree that personalisation is driving an increased need for more assets.

Alongside this, people are now using a multitude of devices to browse and buy online. Businesses need to make their sites and ads fully responsive, so they have a good chance of attracting customers on any device. To do so, they need content that looks equally impressive on desktops, tablets and smartphones.

This combination of personalisation and responsiveness means modern businesses need a more digital assets than they used to. But where do you store all those assets? How will they be organised? And how can you make it easier to retrieve them?

DAM is the answer

Digital asset management (DAM) software provides a central repository for all of the assets listed above. Rather than having to invest in on-premises servers, businesses can use DAM in the cloud, with plenty of room for all their assets. Crucially, they’ll be able to retrieve those assets when they’re required.

Each file can be saved with unique metadata, relating to the project, file type, purpose, owner – or any other criteria. When it comes to using them, you can search using this metadata to find exactly what you need.

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Why DAM is Critical for Personalisation