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.