By Janus Boye
Warren Daniels is CMO at Bynder
At its simplest, an exceptional content experience means delivering the right content, to the right people at the right time and in the right format.
But brands across the globe know it’s not as simple as it sounds. And getting it right in times of economic uncertainty is more important than ever.
In a recent member call, we were joined by Warren Daniels, chief marketing officer at digital asset management vendor Bynder, who told us about the six pillars of content experience and how digital asset management enables them.
Let’s start with looking a bit more on content experiences. It’s not just the right content at the right time, it’s also the role content plays. And at the larger scale, whether organisations are mowing towards delivering exceptional content experiences to their audiences.
Exceptional content experiences are the tip of the iceberg
In the opening of the few slides that Warren brought to the call, he shared what you could call the problem statement. First from the brand perspective citing work done by the analysts at Aberdeen Research:
30% of marketers agree that customer expectations for similar/consistent experiences across multiple touch-points are driving their digital strategies.
3 in 4 respondents feel that having a connected platform is extremely or very important for digital experience success.
Warren then turned to a few numbers from the consumer perspective:
72% of people say they are more likely to purchase from a brand if it can consistently provide them with a more personalised experience according to research done by e-commerce vendor Nosto
88% of customers say the experience a company provides is as important as its product or services, citing work done by Salesforce
Is it getting better? According to Warren 2023 brings more headwinds:
Constrained resources will continue into next year
Content demands not slowing
Consumer demands heightening
Atomization and reuse of content elevate in importance
Content experiences rely on digital asset management for scale
One more thing on content experience: It is not a software category. You can’t just pick a vendor and then you are done. Warren used the famous ‘tip of the iceberg’ way of illustrating how exceptional content experiences, including the engagement, clicks and conversions that you want, are really built on platforms like CDP, DXP that reside below the surface.
Exceptional content experiences are the tip of the iceberg as shown in this Bynder slide.
To quote what Warren said in our follow up:
“These under the surface technologies, like CMS and PIM, have somewhat hogged the limelight, but are incomplete without a single source of truth to deliver content to support onmichannel buyer journeys”
Let’s move on to understanding the important parts that content experience consists of.
The six pillars of the content experience
In the call, Warren listed these six pillars and used a case study to illustrate each:
1) Relevancy. Using Pernod Ricard, the world’s second-largest wine and spirits seller, as a case study, Warren mentioned how they achieved personalisation at scale by customising the Absolut Vodka ʻDrop of Loveʼ campaign videos to each key city and saw a 35% increase in ad recall.
2) Speed and agility. Warren shared how Invisalign, makers of clear aligners for teeth, enabled content customisation and increased speed to market by uniting their creative content system of record (Bynder) to their downstream marketing automation (Salesforce Marketing Cloud).
3) Brand consistency and
4) Scale. Combining these two pillars into one example, Warren quoted Danielle Giroux, Creative Director at Canadian legal tech firm Clio: “Our design team effectively went from 6 to 600 people who are now able to create branded content”
5) Distribution. With an example from hotel chain Red Roof which centrally manages 50,000+ image requests per day that are displayed on 167 different websites and in their locationsʼ lobbies.
6) Performance. Using the international spirits company Edrington as an example of how they integrated DAM with PIM to achieve greater distribution to retail channels and faster time-to-market. They saw a quarterly growth of 10% in e-commerce sales.
A few words on adoption
Towards the end of the call Warren mentioned that he tends to observe larger organisations that are looking at bigger strategic transformative initiatives, like digital transformation, that cuts across channels and puts a high demand on creativity.
He often comes across organisations that, perhaps put simply, start small and want the operational benefits with more tactical initiatives like shortening the creative lifecycle, enabling self-care or even just putting something easier than Dropbox/Google Drive in place.
Let’s close with looking ahead and quoting Warren:
It’s clear that headwinds in the economy will continue to create an imbalance between brand resources and consumer expectations, so we still have plenty of work to do in this area.
Learn more about digital asset management trends
Back in 2021, we hosted a popular member call with Theresa Regli, a London-based digital asset management (DAM) expert. The call was titled Do you know where your photos are?
As some of our members might remember, GatherContent became a part of Bynder a year ago. Bynder is a 10 year old company with a global presence with 500+ employees across 8 offices.
Pernod Ricard is mentioned above as an example. You can learn more about their work in this brief case study: How Pernod Ricard built a digital platform to quickly create new websites.
The conversation naturally continues in future member calls and at our conferences and peer groups.
Finally, you can also download the slides (PDF) or lean back and enjoy the recording from the call.