How to unlock digital asset management for greater customer engagement.
John Merritt explores the foundation of customer engagement through people, process, technologies and business goals, and highlights ways of leveraging existing marketing operation capabilities into the entire equation.
Companies today are facing the stark reality that despite all the insight through many of their other listening avenues, they are missing out on the holy grail of information – information obtained through real-time streaming of assets from their digital asset repositories to the engaged customer and back.
Without a clear understanding of how or why to leverage existing digital asset management systems to create this strategic advantage, companies preparing to embark and engage in today’s highly Evolved MediaSpace will have no chance of succeeding as truly engaging brands and also fail in their primary and sole objective as a company, to attract and retain their own customers.
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Introduction
Some of the characteristics of how companies communicate to customers don’t seem to change – the types of channels used, the non-collaborative product development and even the lack of customer engagement. It’s no wonder why companies are having a difficult time transitioning to an engaging brand that has a two-way stream of communication outside its own corporate walls. As these characteristics stand, they are no match for today’s engaged customer: a customer who controls the very essence of a brand’s success or failure in today’s marketplace. Having a framework for becoming a customer-focused brand is the pinnacle for operating in today’s fully engaged marketplace. Customers from all walks of life want content at virtually every instance they desire and for this very reason, revolutionising the operational frame of mind in engaging customers has to evolve from the previous strategies, to an engaging strategy that starts with a company’s digital asset management (DAM) solution.
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