The Key to Putting Experiences First? Transform your Content Supply Chain
It goes without saying that businesses across all industries recognize the importance of delivering personalised, contextually relevant, digital experiences to customers in real-time, every time they interact with a brand across channels. After all, this is essential for building lasting loyalty, trust with customers, and business growth.
Furthermore, consumers are used to websites knowing who they are and now expect the same high-quality experiences whether they’re shopping for a pair of shoes, applying for a home loan, searching for a doctor, or accessing government services. But with every organization using the same strategies to personalize messages for every customer, how can businesses stand out?
The answer is content. According to an Adobe survey of customer experience leaders, nearly two-thirds predict that content demand will increase 500% in the next two years. As companies big and small race to stay one step ahead of competitors, new technologies such as generative AI promise to accelerate content creation and catch customer attention.
The problem is that speed and scale come with their own set of challenges. More content means more assets to review, approve, and activate across channels. Brands with multiple products variations looking to hyper-personalize experiences will quickly end up in a place where they need to create millions of pieces of content at pace, to keep up with digital content demands.
Levelling up personalisation with a content supply chain
Businesses need to take advantage of the content renaissance, without losing speed and scale. That means looking at workflows: keeping teams aligned, working more efficiently, bringing together disconnected processes, and delivering creative customer experiences that drive business impact. In other words, companies need an integrated and scalable content supply chain to produce, deliver, and measure content.
Based on an Adobe survey of CX and marketing executives (Nov-Dec 2022), the benefits of having an end-to-end content supply chain solution are clear. They’re seeing a 30% increase in project capacity, 70% shorter time to market, and a 5x increase in content engagement. They’re delivering more of the content that customers want and doing it faster. And what is the result of better customer experiences? An average 36% faster revenue growth.
According to Aidan Connor, Chief Technology Officer for British luxury retailer Asprey, “A content supply chain solution is phenomenally important for us. Looking at the content journey through our business, we want to accelerate it through a supply chain with the appropriate guardrails for control, without the friction and damage that will impact content velocity.”
Fueling speed with integration and automation
A good content supply chain solution keeps marketers and creatives in the zone. They can find everything they need in one place, without shuffling between applications or wasting time on manual tasks. With automations to alert content creators when they’re assigned new tasks, forward drafts for branding review, and upload finalized assets directly to a central repository, teams work more efficiently. This results in customers seeing new content more frequently, and everything that they hear from a brand is interesting, relevant, and exciting.
“Finalizing content is the biggest challenge, during content creation, we have multiple approval processes from marketing to legal. Anything we can do to automate manual processes is important.”
Praveen Sadhineni, Lead of CX CoE at automotive manufacturer smart Europe GmbH.
HESTA
Integration and visibility across the content lifecycle encourages greater collaboration among teams. They can see what’s being created, prioritize efforts, and pivot quickly based on customer responses or unexpected world events. Marketers can also make plans to reuse or adapt assets to create new customer experiences with less effort.
And with generative AI, a single asset can have dozens of variations at the touch of a button. This lets companies create more hyper-personalized assets to connect with individuals across a growing number of touchpoints and channels.
Adobe GenStudio is Adobe’s end-to-end content supply chain solution that brings planning, creation, activation, and measurement together under one umbrella. Integrated by design and powered by generative AI, it delivers the intelligent automation companies need to get the most out of their content and create meaningful customer experiences.
https://video.tv.adobe.com/v/3423963
Building solutions around people
While technology and processes are important, the most important factor in creating a successful content lifecycle in my opinion is the people. Content supply chains should always be built around the teams coming together to make fantastic customer experiences.
“When we talk about content supply chain, it’s really a change management issue,” says Sergio Lopez Ferrero, Global Head of Production for Publicis Groupe, the third-largest communications group in the world. “We have to produce content differently. When we connect everyone, we reduce the challenges of scale and create something exciting for consumers.”
The content landscape is changing, but brands have everything that they need to connect with customers faster and more efficiently. Companies not thinking about how to integrate workflows to make, manage, and measure the flow of content risk not having a unique selling point to offer their audiences. By focusing on the content supply chain, companies will reach their potential, build lasting customer relationships, and stay ahead of competitors.
Learn more about how Adobe GenStudio will revolutionize your content supply chain here.