The integrated marketing solution that will boost your impact – and your productivity

Today, content produced by brands across the world has to stand out more than ever against the competition.

 

Marketers are acutely familiar with the main challenges they face – and there’s a wide range of tools that can help meet them. But first, marketers need to hone their content and make it interesting and memorable to audiences. Here are a few pointers:

 

Prioritising your audience

 

For global businesses looking to grow their customer base, developing a cohesive marketing strategy is essential. The central goal is to meticulously customise communication to meet the specific needs of each audience segment, while upholding the company’s core messages and values. This is where key performance indicators (KPIs) become a vital component of every marketer’s arsenal.

 

Localising each campaign

 

International brands successfully operate in multiple localities by cleverly adapting their content to each market. This isn’t about simply translating it into different languages, but understanding cultural and language differences and how these can be reflected by text or images.

 

Understanding each channel

 

Consumers now seek out content from brands that is high-quality, innovative and as personalised as possible. That means marketers need to go further than simply creating and distributing the same assets to be distributed across all channels. For example, what an audience sees on Instagram (videos, stories) is very different from what they look for on LinkedIn (job posts, professional updates).

 

Embracing brand consistency

 

Consistency is still a big deal for consumers – and, by extension, marketers. Customers naturally want a smooth and unified experience across all the channels a brand uses to talk to them. Whether it’s a video, podcast or social media post, it’s crucial to always keep things clear, consistent, and instantly recognisable, all while giving consumers something they can’t get from your competitors.

 

Delivering personalised online experiences

 

To meet the needs of consumers, content is becoming increasingly personalised. For example, a city dweller looking for a new car would likely relate more to an advert in an urban setting, while someone living in a rural environment would be more likely to respond to an advert of the same car in the mountains. These expectations are translating into consumers seeking out individual experiences offered by brands, and these experiences need to be optimal. For example, images and videos need to load quickly and be adapted for the user’s device, browser and connection. As marketers don’t want to waste time doing this manually, they are on the lookout for new solutions.

 

What does a Digital Asset Management (DAM) system bring to marketers?

 

More than ever, brands require effective management of their advertising and promotional content to engage their target audience in a more refined manner. For this, a DAM system offers a comprehensive solution for marketing professionals.

 

DAM solutions can help international brands organise, share and enhance the full range of their marketing content, from brand visuals, photos and videos to packshots, flyers, banners, 3D creations and more. Complex organisations that have to juggle multiple brands, countries and entities can now centralise all their marketing content within a single solution.

 

Wedia, a DAM provider like no other

 

Marketers already work with a number of tools and systems. But not all of them realise how powerful an addition a DAM platform can be when it comes to bringing those tools together and maximising content storage and distribution.

 

By using Wedia’s DAM environment to centralise communication assets, teams can access up-to-date content, right when they need it. Specific metadata tailored to each brand, department and country allows each piece of content to be easily personalised, streamlined and centralised. It can then be shared effortlessly and securely among authorised collaborators in the company via a simple URL, and brand consistency is protected.

 

The Wedia DAM also brings together exciting new technologies such as artificial intelligence (AI) to support content creation, making marketers’ everyday lives easier and increasing productivity.

 

Instead of having to ask design teams to make a new asset based off a photoshoot, for example, AI can be used to change backgrounds, transporting a brand’s product from one world to another. This can even be done within a DAM system, with the assets then distributed to the right channels. This speeds up not only the design process but reduces costs and helps to limit carbon emissions.

 

Harnessing the ever-changing marketing landscape

 

The challenges faced by marketing teams may appear complex, but the opportunities for success are abundant. As the marketing landscape continues to evolve, the key to maximum impact lies in strategic brand awareness, personalised messaging, clear localisation, agile format management and unwavering consistency.

 

By embracing these principles and leveraging cutting-edge solutions such as Wedia’s DAM system with AI capabilities, marketers can not only engage their audiences effectively, but also streamline content creation and distribution and reduce costs and environmental impact. As we move forward, it’s clear that innovation and adaptability will be the cornerstones of success in the ever-changing world of marketing.

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Find out more in Wedia’s eBook, 7 Reasons to Use a DAM