Web Experience & Digital Asset Management
Critical Capabilities for Driving Interactive Marketing Success
The Web has become a primary channel for enabling successful marketing, customer interactions and business transactions, providing the potential for enterprises across industries to cost-effectively engage customers, differentiate their brands and drive revenue. Accordingly, maintaining a world-class website can provide organizations across industries with an essential competitive advantage.
Yet while the stakes are higher than ever for the interactive channel, the requirements for succeeding online are continually growing. Enterprises must now offer much more than a brochure online; instead, they need to provide a Web experience that is personalized, relevant, rich and highly interactive in order to engage customers, employees and other stakeholders. Web experience management (WEM) and digital asset management (DAM) solutions are the critical capabilities organizations require to fully leverage all their content assets and build and deliver a Web presence that achieves their goals for sales, branding, customer loyalty and business efficiencies.
The WEM Imperative
Enterprises have traditionally used Web content management (WCM) tools to manage, edit and publish Web content. However, successful online marketing and communications today require targeted Web content and campaigns, interactivity and community, rich media, analytics and much more across a large, global Web presence. Organizations require tools for their marketers and business users that will enable them to do much more than just manage Web content; they require WEM solutions that will help them engage site visitors and drive the success of their marketing, business and communications initiatives. WEM empowers business users to manage the entire experience visitors have online, with tools for visitor segmentation and content targeting, Web content analytics, user-generated content, multi-lingual content management, multi-channel delivery, high-performance dynamic sites, enterprise content integration and more.
Organizations can use a WEM platform to deploy and maintain a Web presence that will drive revenue and customer satisfaction, speed time to market for new content and campaigns and enable them to manage an extensive, global Web presence with consistency and ease. Implementing WEM is thus a critical step for organizations today to prepare for a new phase of growth, while maintaining the operational efficiencies that saw them through the recession.
DAM: Today's Marketing Content is Rich Media
Effective branding and marketing increasingly require the management and use of rich media assets such as videos, audio and images in all relevant channels, making DAM a key priority for enterprises today. Full-featured DAM solutions include a variety of tools for organizing, accessing, editing, transforming and working with images, video, audio, presentations and more. Important features include search, transformation of media into various formats, integration with creative authoring tools, workflow, IP rights functionality, usage tracking, back-up and role-based security.
With a robust DAM solution, organizations can achieve new levels of creative effectiveness and efficiency by enabling marketing teams to quickly find content, easily reuse digital assets, enhance creative productivity, provide visibility into digital asset management usage and processes, improve brand consistency and maintain security and policy compliance.
The Right Team for Interactive Marketing
As a primary means of marketing, branding and communications, Web experience management requires the extensive use of digital assets. DAM solutions must be integrated with an organization’s WEM platform so that digital assets from the DAM system can be easily found, repurposed and reused by marketers on websites and in Web campaigns. Enterprises must be able to target, personalize and optimize Web content, offer interactive features to site visitors and do all of this while seamlessly incorporating digital assets into the content mix.
For example, a home building and design materials manufacturer uses DAM to create and manage rich media content about its products, and also uses the Web to market those products. The corporate marketing department maintains images and videos about products such as window panels and interior paints in the DAM system. Meanwhile, the Web marketing group uses a WEM system to deploy this content on the external website for marketing campaigns, online product catalogs and interactive demos. Web marketers can easily access the DAM content assets and directly publish them online, creating a Web experience that engages customers, while reusing content efficiently and keeping Web marketing costs to a minimum. This type of an integrated solution for WEM and DAM is critical today for marketing success.
Driving Business Success Online
Web experience management and digital asset management are both critical capabilities for marketing, communications and branding teams. The Web has become a primary business channel and success online requires immersive rich media, interactivity, personalization and much more, making WEM solutions integrated with DAM capabilities an essential toolkit for enterprises across industries. These solutions together can enable marketing teams to use the Web to its fullest potential as a channel for customer and prospect communications, revenue growth, customer loyalty and business success.
FatWire is an independent Web experience management provider, powering more than 10,000 enterprise websites globally. FatWire offers leading technologies for Web content management, Web content targeting and analytics, social computing, multi-lingual content management, dynamic site delivery and content integration for the Web. Through a partnership with EMC, FatWire resells the EMC Documentum® digital asset management technologies, which are natively integrated with the FatWire WEM suite. Based in Mineola, NY, FatWire is a global business with offices in 10 countries.