Over the last few years, almost every brand has felt the pressure to accelerate the shift to a digital everywhere world. Customers now expect rich imagery and video at every interaction across the customer journey and every brand must deliver. We must transform from a world of siloed channel marketing, with many more teams working in concert to orchestrate customer experiences at scale. From ideation, creative production, to experience delivery — many more users are involved in the experience making process.
However, many organizations still struggle to find a consistent approach to deal with the thousands of images, videos, and rich media used in the experience making process. Marketing teams and content creators are often stuck in their organization’s silos or use apps that do not enable the seamless flow of work and sharing of digital assets. It is not unusual for groups to send assets back and forth through email, network-shared drives, cloud repositories or file sharing services — and then wait for the next email or notification. In some cases, the best creative asset for the right experience is “stuck in the attic”, estimate is that 25 percent of all content that is created is wasted and never used.