In today’s world, customers expect a seamless and personalized experience across multiple platforms. To meet these expectations, businesses need to invest wisely in their content creation, management, and distribution strategies. According to recent research, 69% of global marketing teams have maintained or increased their budget for content this year, recognizing the importance of having a well-rounded marketing strategy in uncertain times.
Increased investment in content creation, management, and distribution
The higher spend on content creation, management, and distribution in the current year resulted from a tactical decision made by marketers to be more agile and adaptable during the ongoing pandemic. With most customers moving online, businesses need to have a strong digital presence to remain relevant. Brands that invest in high-quality content that is valuable, informative, and entertaining drive better engagement and customer loyalty.
Businesses have recognized the importance of consolidating their technology systems and reducing agency spend to streamline their processes and cut costs. A significant 83% of marketers have prioritized this goal for 2021. Consolidating technology systems not only leads to cost savings, but also ensures that data is centralized and easy to monitor.
Prioritization of faster time-to-market and delivery of content
To keep up with the speed of today’s digital world, marketers are prioritizing the faster delivery of content across multiple platforms. A massive 98% of those surveyed prioritize a faster time-to-market and delivery of content experiences this year. Speeding up the time-to-market is also a top priority for two-thirds of marketers worldwide. Companies that can effectively and efficiently create and distribute content on various platforms are more likely to succeed in today’s digital world.
Investing in a digital ecosystem powered by DAM
To enable businesses to create and distribute their content with ease, 85% of marketers are planning to invest in a digital ecosystem powered by DAM. DAM, or digital asset management, is software that allows businesses to store, organize, and retrieve digital assets, including digital media files. Investing in a digital ecosystem powered by DAM leads to a centralized location of digital assets, providing a single source of truth for the production process. Having a single source of truth enables businesses to create better content experiences for customers while reducing errors and inconsistencies.
Repurposing Content as a Cost-Saving Measure
Marketers have also recognized the importance of repurposing content to save costs and reduce inefficiencies. With the vast amount of content produced daily, repurposing content is an effective way to maximize the impact of existing content and reduce production costs. The majority of marketers recognize the cost-saving benefits of repurposing content and plan to reduce inefficiencies and save costs by repurposing existing content on their owned channels.
Improving localization and personalization efforts
As the world becomes more digital, customers’ expectations are also evolving rapidly. Over half of marketers identify improving localization and personalization efforts as key objectives in 2023. Customers feel more connected to a brand when they receive content that resonates with their culture, language, and preferences. As a result, businesses need to tailor their content to meet these specific demands to build customer loyalty and engagement.
In today’s digital world, businesses must invest wisely in their content creation, management, and distribution strategies. Investing in a digital ecosystem powered by DAM, consolidating technology systems, repurposing content, and improving localization and personalization efforts are all vital components of building a successful digital marketing strategy that resonates with customers worldwide. By embracing these strategies, businesses can reap the benefits of high-quality content, better engagement, and greater returns on investment.