Marketing, creative and tech teams can have a winning synergy. But creating and delivering great experiences requires a lot of touches — agencies and photographers send assets to the DAM where marketers pull them and send to creatives for backgrounds, logos or touch-ups. Assets are then re-ingested into the DAM before marketing taps the tech team to ensure optimised delivery. And while synergy can sometimes be good, the endless back and forth is a losing strategy that makes delivering timely, personalised experiences nearly impossible.
Organisations that want to stay ahead of the demand for personalisation need to find a way to scale asset production and delivery. That means reducing the number of touches needed to ensure brand look and feel, customise logos, create various banners and get experiences to market. The winning strategy would bring these processes into one multi-functional solution and empower marketers to create and deliver immersive experiences faster.