Ever since smartphones hit the retail market, consumer habits have never been the same. Today’s customers make their buying decisions across multiple channels, whether that’s on their phone, tablet, desktop, or in-store. Research shows that six out of ten internet users start shopping on one device but continue or finish on another device.
For marketers, omnichannel best practices are critical for engaging with modern consumers. However, marketing through multiple channels requires more types of digital assets and creative content to catch a customer’s attention. Some of this content is unstructured and unique, whereas other assets are more structured for reuse. Managing all of these assets without losing context is a challenge for many companies.
Common Campaign Creative Development Frustrations
We have worked extensively with companies throughout the campaign creative development process, and found several frustrations common among large product companies:
- Limited context - Marketing teams give detailed briefs to external agencies, but the original context is lost when the content comes back from the agency.
- Siloed materials - Separate repositories for videos, images, layouts, and documents make it harder to find and use/reuse materials for new campaigns.
- Long approval processes - It takes too long to approve creative decisions, with companies using inefficient ad-hoc processes like printing layout options to review content.
- Difficult to maintain version control - Multiple iterations of assets are located in separate locations, often resulting in incorrect or outdated material featuring in campaigns.
The working habits of creatives amplify these problems further as they tend to prefer less regimented workflows than those provided by “one size fits all” DAM solutions. Inflexible DAM solutions force creatives to confine their innovative processes to meet fixed software requirements, making adopting new solutions an uphill battle.
Rather than trying to manage creative development with rigid software, we have developed a flexible, DAM platform approach, with a strong metadata model to help plan asset reuse across multiple channels. It’s omnichannel-ready, enabling the user to produce top-tier content no matter where customers prefer to make buying decisions.
Our Answer: Content in Context
We have created a content services platform and created a single location for companies to ingest all types of content. That includes complex objects that the user has the option to define, store, connect, and process, regardless of file type or size.
For example, the Nuxeo Platform allows you to combine product photographs with contextual information such as full version history, product specifications, past campaigns the photo featured in, and talent records relating to the model. It’s scalable so that companies of all sizes can search for content in context.
Real-time Feedback: Content Review & Annotations
Disconnected legacy systems and disparate file types are a pain for many product companies. In many organizations, creative reviews are done differently everywhere, with unique processes developing in silos. The Nuxeo Platform eliminates silos by offering real-time content review and annotation capabilities for gathering feedback.
Users can also create custom DAM workflows with visual workflow design through Nuxeo Studio. We’ve also included the ability to vote on creative options, mark up images and video, and automatically route sensitive material for legal and executive review.
Develop Campaigns Your Way
No two companies have the same process for campaign content creation, which is why flexibility is essential for streamlining the campaign creative development process. Many companies make the mistake of adopting a one-size-fits-all DAM solution only to find that it doesn’t integrate with existing operations.
The Nuxeo Platform integrates with your current processes, providing all the configuration options needed to speed up project delivery. The wealth of customization options helps creatives, and the downstream teams that depend on them become happier and more productive.
Want to view your creative campaign content in context?