Digital Asset Management (DAM) is fast becoming essential for retailers trying to align around the customer, according to a new Aprimo white paper, which argues DAM can strengthen and unify messaging.

“At the highest level, digital asset management lets brands create, manage and deliver engaging and personal experiences across channels,” the authors said.


Download the complete white paper, Managing digital assets in an increasingly distributed world.


Strong messaging and unified experiences becomes particularly important in the increasingly fragmented and atomised retail business, says Paul Greenberg, Executive Director of the National Online Retailers Association.

“Retail can be an anything, anytime, anywhere business, which extends the opportunity retailers have to sell to customers,” Greenberg said.

The challenge that comes with these new selling opportunities – it also becomes “very easy to lose control over the branding, which dilutes the messaging across all these platforms”, according to Greenberg.

Ultimately, that poor messaging undermines customer journeys and experiences.

But effective digital asset management affords marketers great control over their messaging and has proven an effective response to retail’s increasingly splintered customer journeys, according to the whitepaper.

The Aprimo white paper, Managing digital assets in an increasingly digital world, identifies five key benefits for retailers who utilise DAM.

1. A Single version of the truth

An accessible and up to date repository of digital assets helps stakeholders present unified messaging and deliver seamless customer journeys by ensuring the use of consistent on-brand assets, according to the authors. The added benefit is that DAM can scale with the business, and remains effective even at a global scale.

2. Creative and marketing collaboration

DAM facilitates collaboration between creatives, marketers and agencies by allowing adjustments, review and approvals in a single location. This helps to free marketers from the administration of process, ensures accountability, promotes brand governance, and ensures content remains on brand.

3. Content enrichment

Content value can be amplified through personalisation and localisation. Having a system that enables the reuse and repurposing of digital assets across different markets and channels brings marketers closer to the holy grail of omnichannel, personalised customer journeys.

4. Forging 360° product experiences

By managing catalogues, relationships and content associations, DAM can uncover global product insights, providing retailers with new, actionable data. It also provides merchandisers and marketers the opportunity to collaborate on global launches.

5. Content distribution and delivery

DAM can ensure only approved content is distributed to channel partners, putting control back in retailers hands. At its best DAM enables an omnichannel experience by seamlessly linking content with distribution channels like CMS, commerce platforms and campaign management tools. With the added bonus of being able to track and analyse the performance of content.

The retail industry has not been spared from the effects of digital disruption. Increasingly fragmented consumers now expect exceptional experiences to be delivered across multiple channels in real time. All the while retailers face increased competition and often tightening budgets. While it is no silver bullet, effective digital asset management can be an important tool in addressing this challenging environment.

  • Join the discussion: Join Aprimo & NORA at the exclusive Retailers roundtable discussion and find out how DAM can benefit your business. The breakfast discussion has limited seats and is held on Thursday 22 March at Cumulus Up in Melbourne.
  • RSVP: Please contact Brittany Frankland, Event Manager, NORA for more info or to express your interest. Email:[email protected]

Joseph Brookes is a writer for the Which-50 Digital Intelligence Unit, of which Aprimo is a Corporate Member. Our members provide their insights and expertise for the benefit of the Which-50 community. Membership fees apply.

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