Assets are King and Data is Queen!

The holiday read: Assets and data as the key to flexible content

Consumers’ demand: assets to be a key part of digital transformation

In the rapidly changing world of digital marketing, companies?must rethink their digital strategy. Customers are expecting increasingly personalized content across all digital touchpoints. The customer experience is of vital importance in being able to guide the customer through their acquisition journey. A seamless integration of technology throughout an organization is necessary for companies todeliver these values to customers.

For companies that are looking to broaden their digital strategy a digital transformation is needed to facilitate this integration. Full Force Digital supplies this transformation using the basis of four main building blocks that both manage the customer journey and deliver on the user experience. These four building blocks are interconnected and provide the company with tools to deploy suiting strategies. In this article we want to highlight one of the main pillars, content. While this pillar consists of many topics, today we want to share that this is more than just the output it creates.

Content trumps Assets

Content is an umbrella concept and consists of assets, but assets are often unknown and vague. There are many definitions for these terms, but for a good understanding of this article it is important common definitions are agreed upon.

·??????Content?is the?end product?known as a marketing expression that can be seen on a touchpoint or channel, e.g., on a website, app, socials, print, displays or TV. It is made suitable for a particular touchpoint or channel.

·??????Assets?are the components that make up content. You can think of copy, video, photography, 2D/3D animations, motion graphics, music, voice-over, icons, logos, illustrations, and other design elements.?

Hence, content compiles the assets produced in such a way that it can be consumed by the consumer based on different touchpoints.

Where content starts, a journey begins

As content is specific depending on touchpoints, different assets need to be created to provide this touchpoint specific content. To know which content, and thus which assets, need to be created it is essential for companies to understand how consumers interact with the different touchpoints. One of the most common ways to determine this interaction is to map the consumer journey, either based on data or not. Besides knowing how people interact with the touchpoints, mapping the customer journey has another benefit. From this customer journey map plan, it is immediately clear which content is needed, and creative interpretation of the plan can be further explored. This creative process can be broken down into smaller assets which results in an overview of all assets that need to be created. If these steps are planned carefully a company can produce all?needed assets?in a single run.?

Plans made, where to start?

After determining the complete asset list the asset creation process can be executed. Taking a more holistic view to creating your content would result in knowing exactly which asset can be used in which touchpoint. Even if an asset has different sizes and specification at different touchpoints, mapping this immediately gives you the opportunity to have correct specifications for multiple touchpoints. Reusing assets for multiple touchpoints has many advantages, one of which is that assets only needs be shot once which reduces time invested and costs. Breaking up content in smaller assets gives companies the opportunity to produce assets more efficiently and increase the flexibility of asset use. Hence, produce once, use many.

Use the Queen of data to make it more personalized

Additionally, if content is built from smaller blocks of assets, it makes it easier to replace assets with similar produced assets. A basic example of when this would be applicable is when a complementary product is temporarily sold out. In this case another complementary product of another collection and all the corresponding assets can be easily (temporarily)?substituted as a recommendation instead. Thinking more broadly, with user data a company might want to adjust their content or presentation of their content based on information gathered about the consumer. This can be done very broadly, for instance depending on geographical location. But this can also be done very specifically if consumers supply information regarding their preferences, e.g., gender, age, or interests.?

Thinking in assets is the way forward when sharing content with consumers, resulting in a more personalized customer journey for consumers and more flexibility for companies to conform to multiple touchpoints. Further enriching these flexible assets with personal data profiles will result in companies being able to create unique experiences. But this type of content enrichment with the help of data is a topic we will explore in a future article.

Did we spark your interest, want to know more??See:?https://fullforce.digital/?or start a conversation, just send us a PM.?

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