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Digital Asset Management in the Age of Customer Experience

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Customer experience is the new battlefield in the world of marketing. The sales funnel is dead and content is emerging as the way to attract, engage, and retain customers. Content is King, and the key to crafting a winning experience is to evolve the customer experience at every touchpoint. However, this is easier said than done. Content management is far more complicated than it used to be, involving an average of 13 content tactics and 6 social networks, not to mention multiple devices. Check out the infographic below for how to arm your content marketing, and defend against threats, on the new customer battlefield. Learn more at http://www.widen.com.

Publicada em: Marketing
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Digital Asset Management in the Age of Customer Experience

  1. 1. 1 ' lll‘ ‘ ‘lll O‘ R, Customer Gxpcfrcncc . 1 « . In recent years, content marketing emerged as the indisputable victor in customer attraction, conversion and retention, generating _‘~; ‘»Ji: more leads than _ I , , ” tra. iit‘ional practices 7 and boosting conversions by C00 — 7c0‘. ~_ But no king worth his crown can rest on his Liuiels. A3 consumer behavior and technologies evolve, the pat that brought us here won't work for where we're going. Neither will yesterday's content systems. We 've come to the banks of the Rubicon, and its time to gear up for the crossing. Now is the time to de-. 'elop new routes and don the right gear for a successful trek to the promised land: .1proF. t.ible. md sust.1in. ble in. irl; eting ROI in the months and }'ears . ilie. id. The long-revered sales funnel is dead. Your buyer's journey is no longer linear, and hardly predictable. Guided tours are being replaced by content-driven experiences when_. where and how customers wantit. A positive experience in every marketing channel is the single most important key to this evolution, and your onlyghope of earning your buyers‘ preference and, yes, creditcards. of businesses believe they deliver a “superior experience, " but only but only ofconsumers believe these companies deliver a good experience at all. of buyers will pay more for a better experience, and oniy feel that vendors consistently meet their expectations. ofcustomers have switched vendors because of poor service. have used a company's social media site for servicing. prefer to contact brands via social media rather than the telephone. want to solve a problem when engaging with a brand on social media. of Facebook users expect a response from companies within hours. / '—’- i expect same—day response. of Ti iitter users expect a same-day response to questions :7; complaints. expect a response within 30 minutes, and expect it within 2 hours. I . 'i. .*; lih; -. :r. i ‘. l.& ll-. ‘|ll‘l| .'—l 'i>iin. ;~1: . ii ‘IiIr'.4gr. i:~. .i, ;. 'ii-| Iii“Iii; . 4,1-suiiiuii ; um ii: .:. -L‘ I. - §. '*llh'IL . >: I’>, "IIlIll‘-x ]iIi; .r; . I: ‘. 'l‘iii inn: is cum; 0 iii-lriils. mlllil‘-t = lm: i‘l, (0 IIITI; 'iIH| uitlllli Hiizv illli "ll-mu In cinch. Ii: ttciIii'. . : -zifirii: n. Il. ","lil: ..‘ r. l.1Ills: , Fm: 21I| |llll_| fll. :2. I to i: iii: -iin IHIIIIII‘-J Ilib. ‘ Aiiii ‘Mill vi| ;4:iiI): :ifi-)r uilm Iza : IrIl"(1r':1I'-in I’-ll; a'r: IiI '-. 'i; .'i : l'li| ;4l; il| iL; . Iliiu uiini ll'. .:u. ' The realm ofcustomer e: -rperience -- where the 'iew content rriarketing lives -- is still a little-traveled terran. and marlzetess who brave it first can er-: pect to win big wi: "1 customers. Gite stood Iie': ‘»}’ We know a proven route. El is: mm -izuc, in-. u| I'l’-l iminiup 1'»-«i02I| l'3|1‘~’-4'“'l 2 lb oi 0|ll‘v$$1n| lH~' ill; :I‘L1I-Inna» ’. ‘I1l | i:I'i'. 2| my ';4"'l'-JI : ir: i;4:. In: IJr: Iiu": rwipioiiwlllflily ‘k (u nglllls om '. ‘iu: I lu: o>.1~. -Ill‘-ml"! -ms Illa ‘. ‘l| r:I iii: :II&1‘. ’la. ‘or zlr-. , mu min‘ (0 -l‘-ll1'«"-J in: ui-. '.: vi: i;4'-1: : ”Il0l'I3J| rli4ll Linn new IiP= lI| tI'-If Elements of a winning customer experience can be summed up into three sentiments: l >‘. ' ~e _ i‘«. r_l<; nowledgerre, rnyhistor»', and _'y .4 preference: l K :1 : -', l Tap nto my emotions. , show rre things l care about. and don't waste ri*'_. ,r time with things l dont. i - . -;u : _-_{i __-_ % Give me timely, relevant answers when and where I want it. In order for buyers to find their happy ending with your brand, you must build value around the customer, not the channel or product. I-‘cw things will be as c1'it'ic.1l to your businc-ss' succcss. r s -5 Caution: t H7'.1l'. ‘tnCl7 cs Er (( i ‘$5 D1". -1f(O1‘1SiHl7C; ld ‘V Contentmanagementwas _-_, ; easy when you only had to deal with one channel: your website. Tc d ay. ma'l: ete. 's juggle an average of 13 Content tactics and 6 social networks, with a growing torrent of contentto feed each tactic, audience, platform and channel. “ Forrester Research predicts that unstructured enterprise content volume is growing at a rate of 20035 annually. .. producing massive mountains of digital files. " EXPERIENCES. ‘ THE 7TH ERA OF MARKETING While 97% of marketers say integrated tools are 6176 E (,3, "important" or essential" for growth, only COl1tCl1l’ ‘:9 say their current systems are adequate. B¢‘ltTlCl‘lClCl symptoms of a losing battle What's at risk? » ' Lack of visibility into existing content ' Limited vizibifity into content ch ange: and u 5-age ll‘ V &'v'c'. a ntllOUt a unIfied framework, this nche of s C ' ‘ r content become. a oreedmg ground fo, _ 'm_M. mmmnd mpmmmm content dragons: broken systems that gobble up your . time, ssets and resources, weal-zening your efforts and slowing you down at every turn. ' Slow response and handling of request: Needles: dupLT cation of existing content ' Lack ofcorrtrol over file version: ' Files lost, lea’-; cd c-r filed ’n-zorrectly ' Limited collaboration and diffi-zult access ° Misuse ofotpired, outdated or restricted content ' Stu ‘med workflow and bottleneck: in content Worse yet: ' C ti , .' l. dd': tributi Broken Content Systems = Broken Customer M M mm’ , ° 3" ' °" ' Created cc-ntent I5 u rv. i:ed, or underused Experiences Thisisn'tjustaboutthe marketing department. These outcomes M " ‘u affect everyone who has the slightest interest or investment in ; ‘.__""' wooingcustomers and keep'. ngthem happy. J Either everyone wins. or everyone loses, ,'_'T“$“‘; u °". i -. ~Sl. -lying Content Drcxgons: Get A DIl(T) Bcxckbonc How do you manage the ever-increasing need and deluge of content forthe best chance of success? How do you keep content dragons from eating up your investments and burning out your team? H110 Definitely not how you ’ve done in the past. lfcontent is king, it needs | a castle — complete with a moat, drawbridge, and watchtower. That's where A stvong digit. -11 -. u=sctr1mrugen1ent(DIi(Df) solution comes in, serving as the home and command center from which you control how all the content you create and curate is pushed into the market, and monitor how users interact with it. (Your DA. ‘-1 also ensures content files, versions, usage info and approvals aren't spread all over the kingdom. ) Rigvcnuc Gmwthz E: Iosd .1‘ SE1‘ C11.’ T in jo . u. 3!. -.1 | ',_‘| '_D| I »; i Rzduced Ri: .l; : ; vigil. ..“ uni‘ n H. ’ . l. l‘L‘I‘C.1£C APx*c~dt: :ci1': ,': Illa i- Fla-4.: pin i. u'. |;. 4.. 1 la . . , -3,. In all, DAM is the central source of truth across your content’s lifecycle. It ensures customers get a relevant, accurate and meaningful representation of your brand across all touchpoints — every time. _DIl(D is the ccntml source or't1~uth across the ltfccyelc. Ineed digital assets lhave digital assets luse digital assets Imeasure digital assets Project ldanagemet . _ . Enter ris" Con'entl‘lana ement Creativ-ea: Design p )6 l ’ g Customer Relationship Management Marketing Resource Management Marketing Automation Email Marl-: eting DlSl“; l Hssct Web Content Management (D. n;1qcmcnt ‘ E-Commerce Social Media Management Communities Marketing Apps Online ‘. 'ideo Platforms '1-11-11 . . . .« viii‘: 0193'. " L-l2li. i(§iI°i§l(-, l 2|? ’ etilsimnleli illllnljg-f'l9l! |i‘ _-(9m_(§mi'. lH§| ii(§I_rll| :;- 79) 9:igi; ir‘l-, nig: :-‘«: u:i-‘5-vfliii 3 )l: l.'. l jrilglilfilgllliv | ,,’I_= .!. .‘§; «s» fig7§_5,I£». :,»<. 'i1IJ, |fl,4L{"SNJE Let us Show you how. Visit widen. com/ demo for a demo today.

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