The 21st century has created a new set of challenges for digital asset creation and publishing, and one of the biggest is atomizing and reusing content.
In their 2018 Market Guide for Digital Asset Management (DAM), Gartner identified “the pursuit of real-time personalization across channels at scale” as a key challenge to organizations trying to manage assets in a changing technological landscape.
Nuxeo is ready to power up your content factory, empowering customers to scale into new channels and expand asset creation. Nuxeo’s advanced DAM capabilities automate personalization at scale, so you can take your content further than you’ve ever imagined.
Creating content is no longer a simple endeavor with a few basic channels and a small number of active brand assets. Even the biggest companies want to get personal, with content that speaks directly to the needs and identity of the individual customer.
One example of the way content is changing can be seen in the soda aisle of almost any grocery store: Coca-Cola’s “Share a Coke” campaign started in 2011, when a Coke executive was impressed by the idea of seeing her own name on the iconic red can. “Share a Coke” became wildly successful, spreading from Australia and into over 70 countries worldwide.
Of course, this campaign required a proliferation of can designs far beyond what other companies were doing — starting with a list of 150 names, then creating new lists (sometimes via customer votes) on a regular basis — as you can see from the continuing presence of “Share a Coke” cans at your local grocery store…
Personalization Pays Off
But for many companies today, personalization to this extent seems unthinkable. Multiplying design needs by such a massive scale would require too many team members, too many approvals, too much money. The result? Personalization initiatives that could create best-in-class customer experiences and branding opportunities are abandoned before they can even get off the ground.
Scaling for Multichannel Deployment
For other companies, personalization is all about channel expansion. One Nuxeo customer in the consumer packaged goods (CPG) sector saw its content creation needs explode when it took its product offering into ecommerce channels. Every year, this global company made a total of about 2,000 alterations to products: changes to ingredients, product sizes, packaging design, and more. Some changes impacted only one region or country, while others spanned multiple regions.
Each ecommerce vendor required a specific set of assets in specific formats — and no two sets of requirements were alike. For years, multiplying ecommerce channels had been seen as difficult to impossible. After all, a single change to an ingredient list or a new regulatory requirement for a piece of nutritional information could necessitate updates to hundreds of digital assets, and each new ecommerce channel added more complexity to the problem.
After implementing Nuxeo, complete with integration with the company’s Product Information Management (PIM) system, product changes could trigger automated, streamlined changes to ecommerce assets. Changes could be pushed out automatically to ecommerce platforms — ensuring up-to-date product information is always available to customers. This allowed more products to be made available on ecommerce platforms and saved time for the customer, making it possible for additional product information to be added to ecommerce platforms.
Old assets with outdated information could also be flagged for review and updates. Anyone searching for specific assets would see the most recent version, with older versions clearly marked. Comparison tools made it easy to spot version changes, and metadata can easily be copied to new versions as they are created.
Workflows can also be managed natively within Nuxeo, making it faster and easier to obtain creative or legal approvals.
The Need for Modern Solutions
The history of DAM resembles the history of printing. When transcribing by hand was the only way to copy books, each manuscript was rare and valuable, representing months or years of work for a scribe. To own a few books was a sign of prosperity, and only the very wealthy could afford shelves of books.
Simple printing presses, like the one famously created by Johannes Gutenberg, revolutionized not only the printing process itself, but changed the very nature of the types of content that could be created by making books orders of magnitude less expensive and time-consuming to create. Later on, digital printing and mechanical automation of other functions, like bookbinding, would make the “mass market paperback” ubiquitous, leading to a flourishing of new genres that catered to a wide range of market niches that had barely existed a century before. Today, e-readers made it possible to store and read a library’s worth of books on a device the size of a single thin volume, as well as creating a new industry: self-publishing.
Old, manual processes for handling digital assets — I email someone a change to a product and requesting updated assets, the assets are created individually and emailed for approvals — have scaling problems akin to medieval scribes copying manuscripts. When a company’s processes for creating, approving, and deploying content are entirely manual, their digital asset libraries, much like the libraries of those medieval scribes, are typically small, disorganized, and hard to search.
Basic DAM solutions store assets and make them easier to reuse. They can propel the development of new content, much like Gutenberg’s printing press. But advanced DAM products like the Nuxeo Platform have the potential to fully power the content factory at scale.
Personalization at Scale with Nuxeo Platform
With Nuxeo, assets can be atomized into separate components, then recombined automatically and sent for creative approval. Want to use complex, multivariable personalization to target your content more precisely than ever before? With advanced Digital Asset Management, personalization on the level of the 150-name “Share a Coke” list doesn’t have to multiply content creation costs by 150 — or even close to it. Whether you’re using two variants or 10,000, the cost is virtually identical.
Want your channel partners and internal departments to be able to order customized collateral, like landing pages and signage, on-demand and with minimal use of creative resources? This kind of “self-service marketing fulfillment” is key to advanced DAM products, according to Gartner — and it’s a goal you can achieve with the capabilities of Nuxeo Platform.
Add in AI automation of tagging and metadata creation, plus lightning-fast search and browse functions (complete with previews), and you’ve got the kind of organized, complex, cross-connected library that would have been hard for Gutenberg (or those organizations still stuck with only basic, outdated DAM capabilities) to even imagine.
There’s a lot to love about the way Nuxeo helps you do more with digital assets. Contact us today to learn how you can scale content creation, personalization, and deployment with Nuxeo.
: Gartner “Market Guide for Digital Asset Management” by Bryan Yeager, June 4, 2018
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