We live in a multi-channel world, and in 2021, no one deals with just one eCommerce channel. Even the simplest digital businesses will likely connect with their customers through social media as well as their traditional sales channel.
Some businesses are savvy with social media and email newsletters or employ multiple avenues of engagement for their employees and customers via mobile apps. Some retail outlets take advantage of digital signage or multiple marketing based channels. With these different touchpoints in play, content in different formats, sizes, and styles adds up. Naturally, managing this diverse content across all of these channels can get really complex, really fast.
Yet, this is not a 'nice-to-have' initiative—it is imperative as it directly relates to an optimized digital customer experience. According to research from PWC, 90% of consumers expect consistent interactions across multiple channels and 86% of buyers are willing to pay more for a great and consistent customer experience. Thankfully, there’s a solution to help marketers streamline content across multiple channels in order to deliver a consistent customer experience.
THE IMPORTANCE OF MULTI-CHANNEL CONTENT MANAGEMENT
Because of this, users expect content and feature parity across all channels at all times. And for the team responsible for authoring any content, the challenge is to consider all the channels, whether you’re creating, formatting or distributing.
For example, if you are running a marketing campaign for a new product line, you will create imagery for it: photos, gifs, animations, videos, etc. Then you will need to format this imagery for each prospective channel it will be utilized in—think social, email, web, mobile, POS touchscreen, apps, billboards, etc.
To do this efficiently, consistently, quickly, and accurately, you need to integrate the process, after all, siloed operations create room for human error.
AEM AT A GLANCE
To solve this, you need a tool that can manage both authoring and publishing across all channels while respecting the unique, inherent technical constraints of each. However, very few tools can actually do this. That’s because most CMS platforms are built for web-based content only, and most asset management systems are not well integrated into a CMS. This is not true for Adobe Experience Manager (AEM).