The pressure is on for companies to perform at their best. The digital-first mindset is here to stay, and organizations are realizing that building meaningful relationships with customers online is critical to success—especially as competition grows amid a looming recession.
Companies must embrace digitizing nearly every aspect of their business to ensure that digital buyer journeys are compelling, engaging, and valuable from end to end. That is, no doubt, a monumental task, but the combination of two martech solutions can pave the path forward.
Combining a digital experience platform (DXP) with a digital asset management (DAM) system is the perfect way to create richer experiences for consumers online.
That dynamic duo enables teams to easily collaborate in a single workflow to create, review, manage, distribute, and analyze content, winning over customers one personalized moment at a time.
This article explores how DXP and DAM work together, why that tech stack combination is particularly pivotal in our economic climate, and how the combined technologies can better prepare companies for future disruptions and challenges.
Combining DXP and DAM boosts the digital customer journey
Content is the foundation of any digital experience. To create experiences that resonate, companies are leaning into digital assets: videos, branded graphics, and product images.
But distributing, managing, and organizing digital content can be daunting and time-consuming—especially when you're dealing with a myriad of omnichannel campaigns and requests from team members.
That's where the combination of a DXP and DAM solution can help.
DXP is an architectural foundation that enables companies to create, orchestrate, and optimize digital journeys at scale. It combines the power of technologies, such as customer relationship management (CRM) systems, customer data platforms (CDPs), and personalization tools into a central hub, gathering cross-channel data to help companies better understand customers and act on findings in real-time to improve experiences.
For marketers to fully maximize the value of a DXP, however, it must be accompanied by a highly agile system—a DAM.
A DAM system supports the entire content lifecycle. Users can swiftly find what they need, coordinate workflows, and publish content, boosting efficiency, reducing bottlenecks, and saving money. It consolidates redundant tools for content storage, file sharing, and collaboration into one system for all team members to access.
A DAM system isn't just a bonus of a DXP; it's a true necessity. For example, a company might create a groundbreaking customer journey experience in a DXP, but without a DAM system to manage, deliver, and track content... its impact could fall short.
DAM functionality inside a DXP provides powerful, content-geared features that allow users to search, access, and monitor content performance, saving time and boosting on-brand asset consistency for digital experiences.
