With today’s fierce retail competition, organisations are having to work harder than ever before to make their brand stand out from the crowd. The challenges and sheer volume of ways to sell means that brands must produce content at a speed and scale like never before. Almost two thirds of marketers produce at least one new content asset every single day (eMarketer). Whether it’s online, a high-street chain, a premium brand, an established heritage retailer the need to get your message, brand and content out to your customers is a recurring challenge.
The content being created will span across various departments within a retail organisation. The Product team will be generating imagery of the items being sold, in the case of fashion retailers this will often mean dozens of images for each single garment, for each season, along with lifestyle imagery of the product being worn or enjoyed. For a technology retailer, product imagery along with technical details, specifications and capabilities will need to be produced, collated and distributed. Marketing teams will then be working their magic to produce the materials required to entice customers to choose their product over a competitor – this in turn producing huge amounts of content for various channels.
It’s a fact, all this content needs a home of which must be capable of storing the files and being able to allow the content to be used efficiently and effectively to maximise ROI. Every time a product image or ad banner is reused the cost incurred in creating it in the first place is spread even further and in turn the cost of recreating existing content is removed entirely.
Digital asset management (DAM) technology provides retailers with the solution to content chaos that can easily envelope an organisation that is not taking steps to tackle the problem. Through the digital asset management tool organisations can be sure that the content they so lovingly, painstakingly and expensively create, can be capitalised on.
Content can be stored, curated, found, distributed and archived in a controlled manner giving the retailer the power to control and organise assets. Full access control and rights management can also be applied to ensure that only the appropriate assets can be used by the relevant people at the right time.
Digital asset management is an essential tool in the retailer’s digital toolbox to enable the smooth flow of content and to ensure control and return on investment achieved.
If you would like to learn more about how your organisation can benefit from a digital asset management solution, fill out the short form below and a member of our team will be in touch shortly.
By Russ Barr, Managing Director, BrandMaster UK