It is a myth that Digital Asset Management (DAM) is only about storage. Historically the DAM is much more than just a library of content and AEM Assets is one of the leading examples to prove the same.
The Adobe Experience Manager (AEM) Assets is one of the key Enterprise Digital Asset Management (E-DAM) systems that allows you to create, manage and deliver digital assets to the right audience, ensuring a consistent experience across the customer journey. With the AEM Assets, enterprises can develop a robust Digital Asset Management practice, which can be used as a tool to centralize assets, content, workflows, and operations across multiple business units, departments and teams.
Rapid creation of brand assets such as images and videos, not only consumes time, money and energy but also fuels content explosion. Finally, the pressure is on marketers to overcome the challenges of these new realities and deliver amazing user experiences at scale.
A modern DAM solution can give your organization the desired strategic platform to help you address today’s digital marketing challenges. Marketers always need an easy way to discover and share assets that generate enhanced engagement.
In this blog, we will discuss a few of the important challenges faced by the marketers and how AEM Assets help solve them.
Key Marketers’ Challenges in Managing Digital Assets
Digital Assets are the foundation of customer experience (CX). For any organization, timely, accurate and controlled access to digital assets is very critical. This enables the distributed teams to find the right asset to deliver the right customer experience through the right channel.
But without the ability to access, manage, source, organize, harness, reuse, modify, and archive content from a single source – experience will be broken or delayed.
Let’s us analyze a few high-level challenges and how we can solve those by leveraging the AEM Assets capabilities.
Rising Expectations of Connected Consumers
This is the era of connected consumers – consumers connected globally on a real-time basis through the ever exploding reach of the internet. Thereby, people are consuming more content than ever before.
As per Gartner, Inc. forecasts, there are already 6.4 billion connected things in use worldwide in 2016, up by 30% from 2015, and is expected to reach 20.8 billion by 2020. Additionally, every day, 5.5 million new smart things are getting connected.
With the explosion in connected devices, marketers are struggling to deliver a real-time connected experience to the ever-rising, omnichannel customers.
An explosion of Data
In today’s digital era, data is exploding like never before with a flood of information flowing from multichannel devices, servers, cloud portals, etc. Additionally, the type of information that marketers need to analyze is booming too with the inclusion of multitudinous data types like demographics, purchase history, real-time location data, browsing behaviors, usage of wearables, etc.
This flood of data is daunting for many marketers trying to decipher it and act upon it.
Content Explosion in the form of Brand Assets
With the advent of the need for connected omnichannel experience and the rise in the overall number of connected devices, complexities in the content creation landscape continue to increase. Some of the key challenges faced by marketers include:
- Slow Time To Market –As per IDC Survey, 85% of Marketers say that they are under pressure to create assets and deliver more campaigns, quickly.
- Higher Cost & Complexity – Due to the increase in channels, the demand for assets has increased. As per another IDC survey, 71% of marketers still say that they need to create 10x as many assets these days to support all channels.
- Low Engagement – Developing engaging content is a constant challenge for marketers.
- Personalization – Personalization of content has increased the need for more assets. As per a recent Evergage survey, 88% of marketers agree that personalization is driving an increased need for more assets.
Digital Disruption due to Rapid Technological Advancements
We are living in an extremely dynamic world, engulfed with rapid technological advancements, resulting in digital disruption at a rapid pace. The disruption of digital technologies leads to ‘digital transformation’, affecting every part of your business – processes to business models to go-to-market strategies to customer touchpoints.
Digital disruption is identified as a major challenge faced by marketers globally as it brings unprecedented changes in consumer expectations and behaviors, leaving marketers struggling to decode the content performance and understand the perfect digital assets engagement with the customers.
How AEM Assets provide the Solution for a Robust DAM
In a very large enterprise, infrastructure may be distributed. In one such scenario, there may be web creation capabilities and digital assets (Remote Assets), residing in different deployments, which are used to create websites. These two instances can be geographically distributed too.
Prior to AEM 6.5, web site authors connected with the Remote DAM only by using a Content Finder Panel in the AEM page editor that allowed search, drag & drop, saving and publishing of remote assets by creating a local copy of the Remote Assets. But post-AEM 6.5, AEM now allows a Website to use remote DAM with seamless access.
By leveraging AEM 6.5 features ‘connected DAM’, practitioners can connect AEM multiple site instance with AEM centralized DAM. Below are the activities which can be performed using the features ‘Connected DAM’.
- Site authors can connect to centralized global DAM
- Surface assets stored in one central DAM across globally distributed Site instance
- Assets served as references, eliminating replication and costly redundant storage
- Local authors have the ability to accept or reject changes to master asset, maintaining local control of experiences
Content Intelligence and Automated Experience
AEM 6.5 provides a lot of new features with respect to Content Intelligence and Automated Experience, which helps marketers to get rid of these challenges.
AEM Asset 6.5, which is powered by Adobe Sensei, offers automated, intelligence capabilities. Automated image and video cropping and processing, empowers marketers to automate tasks by leveraging Artificial Intelligence capabilities. This brings experiences to the market more quickly. Some of the key capabilities are mentioned below:
It is an Adobe Sensei based state-of-the-art object recognition technology is used to analyze and automatically tag assets with relevant, easy-to-moderate metadata keywords. Smart Tags recognize keywords unique to your business taxonomy, reducing the effort of manual entry. Adobe Sensei translates search keywords on the fly, across multiple languages. With the help of these, marketers can reduce time wasted in searching for assets with metadata management.
It is the ability to automatically locate and generate high-quality color swatches from product imaginary. It also helps compress workflows and automatically detects and crops focal point of interest, regardless of the screen size.
It automatically detects the available bandwidth and device type which further reduces the image file size by up to 70% upon delivery.
Smart Translate Search
You can use machine learning to auto-translate tags and search phrases on the fly. You can search for keywords in any language and eliminate the need to translate the entire metadata schemas in various languages. Adobe Sensei instantaneously translates the keywords instead. In other words, you can find your assets more quickly, in your native languages.
Dynamic Media Transformation and Delivery
Customers are not satisfied with a simple image and video experience. It is always a risk going to the market with dated, static digital journey while your competitors immerse users in encompassing, next-generation content. With AEM r Assets, dynamic media and video features, marketers can publish and transform sets of master assets – including mixed-media sets – delivering interactive customer experiences that increase engagement and conversion. The benefits of dynamic media transformation and delivery include:
- Increased Engagement
- Increased conversion with targeted, shoppable media
- Video Streaming to any device
- Delivering personalized media
- 360-degree experiences
Unified Solution with Powerful Ecosystem for Digital Transformation
Adobe Experience Manager is part of the Experience cloud that offers a set of common capabilities that equips marketers to share data, insights, context, and profile across Experience Cloud solution, like accelerating time to value and powering up integrated marketing magic.
Marketing Cloud can be integrated with other Adobe Solutions by allowing businesses to use data insights to use content into building engaging, personalized experience – optimizing customer engagement and lead generation and accelerating revenue. Below are a few of the key features:
- AEM Assets Integration with Adobe Marketing Cloud product (Adobe Target/Adobe Campaign) for a personalized experience across any channel – web, Mobile, email, social and SMS.
- AEM Assets Integration with Adobe Analytics Cloud helps marketers to continuously improve the performance of digital marketing experience using the right data-driven decision.
- Adobe I/O offers APIs, libraries, and associated documentation to connect Experience Manager with almost any third-party application.
Effective Asset Management-integration with AEM Asset and Dynamics365
Adobe Experience Manager Assets empowers your organization to easily manage and deliver digital Assets to increase the ROI and usage. It also provides meaningful experiences across online and offline customer touchpoints. You can use sales information from Dynamics 365 to personalize relevant content for each customer interaction.
Digital Assets are the foundation of the customer experience. By leveraging Adobe Experience Manager Assets capabilities, organizations can centralize assets, content, workflows, and operations across multiple business units, departments, and teams. Further, by developing state-of-the-art Enterprise DAM, marketers can overcome the challenges of the new market dynamics, delivering amazing customer experiences at scale. Additionally, marketers can also automate tasks by leveraging Adobe Sensei based Artificial Intelligence capabilities.