Centralize and Reuse Digital Marketing Assets |
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Reuse and Repurpose Digital Assets To Transform Into Valuable Marketing Content How to Drive Marketing Velocity with a Marketing Portal Management System If you are a marketer, managing marketing assets is part of the job. This includes creative assets, marketing resources, content, digital assets, etc. The problem is as you scale up and have thousands of micro-interactions across various audience segments, it all too easily becomes the entire job! You probably have a design team or agency build bespoke creatives and content every time you launch campaigns. However, don’t you think repurposing content and brand assets is a smarter approach that saves time, effort, and money? No matter what approach you take, wouldn’t the job be much easier if you had a central repository of marketing assets that can be refreshed, reused, or recycled? This is where an effective marketing portal or digital asset management (DAM) comes to your rescue. A marketing portal or DAM is a dedicated space or repository for marketing teams to store, search, create, and manage their digital assets for marketing campaigns across multiple digital channels. Reuse Your Best Performing Assets As you may have to keep up with the demand for high-performing and on-brand content swiftly, a strategy to reuse and refresh your best work can help. When you repeat and refine successful material from your creative asset repository, it becomes razor sharp. You cannot only build them quickly but also create multiple combinations that can be tested before rollout. Research done by Gartner shows that less than 35% of brands have a portal management platform to centrally manage digital assets. 
The digital asset management (DAM) platform is often an under-utilized solution yet can add immense value to achieve marketing velocity. The more you use strong and uniform brand elements, the more brand awareness. A study from the Journal of Advertising suggests that repetition is optimal for customer response and recall and states that “more than 10 exposures are necessary to achieve maximum customer attitude”. Instead of creating campaigns and content from scratch for repeated advertising that would end up as a time-consuming affair, you can repurpose already created content and visuals to build winning combinations for maximum exposures. Building a Creative Factory For Quicker Communication Most organizations use a DAM solution to tag every marketing asset, store them and retrieve them when needed. This refers to not only creatives, stock images, logos but also other elements that can be reused including:
Longer content pieces can be broken down into short social media posts, scripts for videos, or emails. If a blog grabs more clicks, impressions, and comments, it can be reused as a solid foundation for a Twitter or LinkedIn post to boost engagement. Steps to Manage and Reuse Digital Assets Tag Every Data Whatever assets you create, ensure to store them in a centralized repository with thoughtfully created taxonomies, reference ID, and metadata. Include metadata such as audience segments, types, channels, placements, product categories, campaigns, journeys, objectives, etc. This will help you to mark those with reuse potential. Refresh & Republish Pick from the stored assets in your database to come up with hundreds of dynamic combinations and breathe life into old content by refreshing it. There are endless possibilities to experiment and try different formats depending on your goals and data. Measure Your Results Did it work? Before the final roll out you can test the winning combinations on a control group, undertake A/B or multivariate testing before launching it to your audience. Intelligent Management of Brand Assets When building a vibrant digital presence of your brand, it’s essential to create campaigns that are consistent across your various digital channels. And, a central DAM portal protects your valuable content and digital assets to deliver omnichannel digital experiences with greater consistency and faster. Businesses with a well-managed digital presence and consistent branding are worth up to 20% more than those that are not. So, the next time you publish an asset, don’t assume the job is done. The asset you have created can be stored to drive subsequent marketing efforts across your other digital channels and strengthen your exposure for maximum response. Do you secure the marketing assets that you have created and re-use them in an effective way? What are your thoughts on reusing and adapting content to distribute across your marketing channels? Share your comments at marketingfolks@xerago.com. Are you looking forward to building a strong online presence for your brand? – A well-designed website is key. Stay tuned to know more on how to create a captivating website to grab your audiences’ attention… |
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| Last modified 21 May 2021 5:11 AM by Digital T. | ||||||||||
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