How Adobe marketing approaches asset management.
We use Adobe Experience Manager Assets as our DAM to store our assets in a central location and maintain a repository of ready-to-use content. And we rely on Workfront’s Adobe Experience Manager integrations to cut our publishing time in half.
A key element of asset management is metadata. This information is attached to each asset to make asset retrieval easy for stakeholders across the business. We use pre-established naming conventions and processes for adding the metadata to ensure consistency across all our creative and marketing teams.
The metadata added in the first phase or during the creative process is inputted to the DAM and automatically maintained. This helps automate repetitive work to give our teams time back to focus on creative work.
Once assets are ready for review, they can be automatically shared for approval, so review requests don’t get lost in email inboxes or Slack threads. After assets have been published to the DAM, we’re constantly considering how they can be reused and repurposed for future projects.
We’ve also started tracking user journeys within our DAM. We can see when someone goes in, what they’re looking at, what they’re searching for, and what they’re downloading. This helps us identify highly leveraged or underutilized assets and areas of top interest from stakeholders for future content creation.
Our goal in the asset management phase is to maintain a repository of assets that anyone in our organization can find and reuse in a way that aligns with our brand and compliance guidelines.
4. Delivery and activation.
When it’s time to deliver your content, your DAM helps with cataloging, tracking, and locating assets with metadata tags. Your customers want to move quickly, so your team needs to move even faster — finding videos, infographics, photos, messaging, and more in a few seconds.
Your DAM should be able to automatically resize images, manage version control, and avoid duplication across geos while integrating with your entire tech stack. And with the power of AI, you can automate content variations based on customer location, interests, and actions.
Next, you need a platform for distributing content to all your digital outlets, so you can meet your customers on whichever channel they’re using. It’s a bonus if this platform can also auto-generate and publish assets optimized for each channel, including creating new sizes, formats, resolutions, aspect ratio, or effects. This lets you test enough content variations to find meaningful insights to inform future interactions.
How Adobe marketing approaches delivery and activation.
When our content has been finalized and is ready for delivery and activation, we upload our offers, assets, and promotional content to Adobe Experience Manager Assets, which syncs with Adobe Experience Manager Sites. In addition, Adobe Customer Journey Analytics integrates with Adobe Experience Manager to give us visibility into how assets have been used within customer journeys — so we can get insights directly within the DAM.
We rely on Adobe Experience Manager Sites to publish quickly across the correct channels and platforms. Within Experience Manager Sites, we can rapidly test multiple versions of content to optimize for key performance indicators and drive our desired business outcomes. Experience Manager Sites also simplifies personalization across different audiences.
Our goal is to use the integration of generative AI to make updating content a straightforward, automated process where making changes to a webpage is as easy as editing a Word document.
5. Reporting and insights.
The final step in the content supply chain is measuring content performance and impact through analytics, engagement metrics, and lead scoring. Once content has been published, you can continuously test variations and placements to maximize impact and allow the marketing team to collect further insights about your customers. This data can then inform future content and strategies and drive continuous improvement.
When you have intuitive dashboards and reporting, you get a real-time view of how your content is performing. Using integrated tools throughout the content supply chain gives you insights down to the most granular element, from page-level insights to asset-level insights, to attribute-level insights.
How Adobe marketing approaches reporting and insights.
Because our tools are seamlessly integrated, we can produce specific reports to track and analyze how our processes and assets are performing. We can understand how individual assets within a campaign resonate with certain audiences by looking at performance at a granular level, filtering for audience segments and other groupings.
Our goal is to use insights we gather to help leadership make better decisions and allow our teams to maintain consistency and cohesiveness in our content and the processes behind it.
Build your content supply chain with Adobe GenStudio for Performance Marketing.
Optimizing your content supply chain unlocks increased efficiency, consistency, and quality in your content creation and publishing process. A streamlined content supply chain is the first step towards delivering personal experiences that appeal to your customers — wherever they may choose to engage with you.
Adobe GenStudio is an integrated set of best-in-class products to help companies automate and optimize their content supply chain through each of these core elements.
We can help you take the next step, whatever that looks like for your business.