Artificial intelligence has fundamentally reshaped the way we do so many things, but digital asset management is one area that could use further AI integration. Namely, a DAM powered by advanced AI can solve for many content management problems a brand may face while also alleviating many customer pain points, creating an overall better experience.
For example, we recently predicted that future DAMs will use AI to perform tasks such as auto-tagging content and flagging brand inconsistencies to a user in real-time as they edit an asset, helping protect brand equity. Below are some key problems brands face when it comes to digital asset management, customer experience, and content management—and how AI can potentially help solve for them.
In order for a business to keep up with an increased demand for content, comprehensive workflows for content creation and management must be implemented. However, these workflows can oftentimes bottleneck the content marketing process.
For example, if a copywriter is drafting a whitepaper, it’s likely that the initial draft will go through at least a few review cycles to ensure there are no grammatical errors and to make sure that the style aligns with the brand’s voice. Once revisions are made, a marketing manager will need to keep track of the latest version and where it is being stored so it can be accessed by others who are involved in its finalization. Although these processes are necessary for creating a quality asset, they can stifle the content creation process.
AI is an ideal tool that can help automate these tedious yet necessary content production processes. Take content profiling, for example. Content profiling involves taking complete stock of a brand’s web content to understand its performance and impact on customers. Now imagine doing this manually. It would likely take a marketer days to go through every digital asset that their team created. But with the help of advanced AI, a content audit could conceivably be conducted for a brand’s website quickly and effectively, pinpointing which pieces of web content can be improved and how.
Another area where AI could come in handy is topic inspiration. Predictive analytics systems based on artificial intelligence could in theory predict audience reactions and sentiment toward distinct topics. Content marketing teams would then essentially gain insight into what their audience will respond best to, allowing them to develop data-driven marketing campaigns that are more likely to meet KPIs.
Finally, AI could advance to the point of assisting marketers with content accuracy. When producing high volumes of content, it can become very time consuming to proofread every asset that is created. Additionally, it leaves room for potential human error. If an asset is accidentally published with misspellings or other mistakes, this could negatively affect a brand’s image. AI-based tools could solve for this crucial pain point and aid marketers in checking spelling, grammar, paragraph density, and other aspects that ensure the content is right for the target audience.
As marketing teams become more reliant on digital asset management to deliver better customer experiences, the need for simple, intuitive solutions becomes more important. Simple, yet dynamic features will be necessary for the DAM solutions of the future. While a DAM solution with more features might seem helpful at first, too many features may present unnecessary complexities, making it more complicated and time consuming to finish marketing projects. This could ultimately hinder a brand’s ability to present customers with great content in a timely manner.
To avoid the content management problems that arise with inefficient and overly complex DAMs, marketers should use AI to streamline content strategy and production to make DAM solutions more intuitive, user-friendly, and efficient. For example, marketers can use AI for automation and more precise metatagging. It’s likely that a well-established brand has thousands or even millions of digital documents. To avoid the strenuous task of manually tagging these, marketing teams should employ the help of an advanced DAM that incorporates AI to auto-tag their digital content instead.
Further progression and integration of advanced AI in DAM software could result in facial and speech recognition as well. The immediate benefit of this would be an overall better user interface (UI). Imagine that a marketer is searching the brand database for a stock video of a woman with a particular look and voice for an upcoming commercial. A future DAM that incorporates AI for facial and speech recognition could identify gender, age, and location of subjects in an image or video, allowing marketers to more efficiently find the content they’re looking to utilize. In addition to recognizing people, these systems could also recognize objects. Furthermore, DAMs infused with more advanced AI could potentially offer full speech detection along with optical character recognition (OCR) technology, making both speech and on-screen text fully searchable.
According to data firm Segment, 71% of consumers reported that they were frustrated with impersonal shopping experiences. Likewise, your customers won’t be satisfied if they feel that the content they are presented with isn’t tailored to their specific needs. If a company fails to adapt their messaging to individual audience members, it risks alienating the consumer and driving them to a competitor.
By using AI-powered DAM software, companies can better understand the needs of their customers and tailor how they interact with them. From there, the organization can assess which channels an individual prefers to consume content on – whether it be shoppable ads on Instagram or getting answers about a particular product from a chatbot. Additionally, AI can help implement local marketing automation, allowing global brands to target consumers with individualized content based on where they reside. This hyper-customized communication is more likely to make a customer feel like they are being listened to, which builds trust and fosters increased customer engagement.
According to Hubspot, customer experience is critical to the sustained growth of a business. It builds brand loyalty and affinity, evangelizes the product or service, and leads to new referrals and positive customer reviews that will help your business retain revenue and earn new customers.
However, one distinct, positive customer experience is not enough. These days, businesses must focus on customer satisfaction at every single consumer touchpoint, whether it be a social media ad they see on Facebook, an email newsletter blast, or a commercial on TV. These omni-channel tactics make up a unified customer experience. In order for this unified customer experience to be a positive one, marketing teams must ensure that their messages are consistent and cohesive, no matter which platform they are living on.
AI has the power to turn an ordinary DAM into a fully functioning digital media supply chain. While AI empowers DAM solutions to become more intelligent, it also enables them to become more scalable. According to a 2017 Aberdeen study, respondents reported a 2.4 times annual increase in customer satisfaction when using an omni-channel customer experience program. By using AI to route content based on certain tagging mechanisms, marketers can reap the benefits of automation features including scheduled publishing through a content management system (CMS), customer communications management, and the ability to expire content and hold material for product embargoes. By implementing AI into a DAM, marketing teams can be better prepared to address the omni-channel content delivery that their customers expect.
While today’s marketers might see AI-powered DAMs simply as a nice-to-have, AI will certainly be instrumental in solving pressing customer and content management problems both now and in the future. Learn more about how to prepare a brand for omni-channel content management by listening to our recorded webinar.