Competing for digital attention has become a major challenge for many businesses. In a world where email mailboxes are flooded and social media and web searches are brimming with marketing ads, cutting through the noise requires a highly effective marketing strategy.
Consumers’ expectations have grown, and generic marketing campaigns are no longer driving the required results. A personalised experience is not just preferred, it is expected and organisations who are at the top of the marketing game are crafting highly personalised experiences at every customer touchpoint.
If your business is exploring ways to optimise brand personalisation for omnichannel campaigns, having the right tools and marketing workflows is critical. One tool that should be on your radar is digital asset management (DAM). A DAM system can play an integral role in helping to deliver the right message, to the relevant audience, at the right time.
A digital asset management system has many benefits, from providing an efficient and secure digital storage system, to helping to hone hyper-personalised content.
These are some of the ways DAM can optimise brand personalisation for omnichannel campaigns:
Having a DAM system ensures that all the relevant people working on a campaign can share the latest versions of marketing assets. Working documents can be quickly retrieved and multiple versions can be created at pace. Consumer data collated from the CRM or website usage stats can be quickly incorporated to adapt existing assets to deliver highly personalised content to marketing prospects.
DAM systems can be integrated with a long list of systems, including CRM systems and automating marketing tools. When you integrate DAM with your CRM system, you can seamlessly pull customer segmentation data such as previous purchase history, interests and behaviours to create personalised marketing campaigns across multiple channels. This ranges from sending email campaigns to promote products that the consumer has previously shown an interest in to creating dynamic web banners that are specific to the consumer’s interests.
A DAM system also tracks asset usage for omnichannel campaigns, allowing marketers to quickly identify the campaigns that are successful and the campaigns that require more work to achieve better results. The asset usage data shows which type of content resonates most with different customer segments, so that more relevant campaigns can be distributed to the most suitable audience.
Creating personalised content can be time consuming but the sophisticated integration capabilities of DAM allow designers to quickly make adjustments to assets such as videos and imagery that are relevant to the target audience.
Another efficient way to create personalised content is to use marketing automation integrations with email marketing and social media tools. Instead of spending time creating and publishing individual campaigns, the assets stored in DAM can be used to create multiple versions for different segments of customers, using automation tools to send the campaigns at the optimal time.
If you would like to discover more about how a modern DAM system can enhance your marketing strategy through efficient and effective personalised campaigns, book a demo with our team.
