Using martech to prevent a weak digital customer experience

“Content” – as Bill Gates once famously said – “King.” And yet, despite this, 83% of marketers claim that they have to struggle to create and manage content that can be quickly published across digital platforms.. Digital Experience Management (Digital XM) systems used by most companies prevent complex, expensive and outdated, businesses from creating the ideal customer experience (CX) that leads to sales and provide insights into customer behavior.

By definition, the digital experience creates marketing and customer experience opportunities that physical channels cannot. They automatically generate significant amounts of operational data and offer a quieter, less intrusive way of collecting feedback. They provide a controlled environment that makes it much easier to improve the experience on a scale. And, of course, digital is now a – if not more The – The primary channel of interaction that most companies have with their customers and prospects.

This (CX and omnichannel) is going to be more complicated …

Buyers expect an uninterrupted, personalized customer journey through rich and dynamic media, whenever and wherever they want. Specifically, they expect to gain access to any device or channel they use during their day, be it smartphone, PC, tablet or television. Buyers may return to a site several times before purchasing. In fact, the average conversion rate for a first-time visit to a website is less than 3% – and with each visit, brand and customer service must be consistent and user-friendly. Omnichannel marketing is not just a ‘beautiful’ thing – it is essential to doing business.

The digital experience is generating huge amounts of data. According to Statistar, global data creation is projected to increase from 64.2 jetabytes by 2020 to 180 jetabytes by 2025, so the problem of storing, managing and using it is likely to get worse. In addition, the potential for digital engagement is only increasing with the increase in the number of devices and experiences connected to 5G and the Internet of Things (IoT).

It is common knowledge that more people are buying online now. Covid-19 has accelerated everything about OmnChannel: the development of technology, the behavior of consumers and buyers, and the urgent need for vendors to reach shelters and socially distant consumers. In the era of lockdown and socially-distance shopping, online retailers have seen a massive jump in sales compared to their physical counterparts. For example, Amazon earned .6 23.6 billion in 2021, up from .6 19.6 billion in 2020 – an increase of 20%.

According to a 2021 Consumer Survey in the United States, 83% of respondents said that the most important reason for browsing a website was “being able to do what I came to do quickly” and 64% of respondents said they were “frustrated or struggling” in the previous six months. Online transactions.

Integrating all the marketing technology solutions needed to make online shopping a hassle-free experience is one of the biggest challenges brands face when responding to improvements. This is why companies are leaning towards a combination of Digital Asset Management (DAM) and Digital Experience Platform (DXP) to bolster their ever-evolving customer journey. Brands rely on their DXP to learn more about their customers and personalize content at each Touchpoint of the customer journey, while DAM software helps brands deliver the right content to the right channel, at the right time, to the right person.


The first component of a successful CX strategy is DAM, the practice of managing, organizing, and distributing media files. A DAM solution enables brands to create a library of photos, videos, graphics, PDFs, templates and other digital content that is securely accessible, searchable and shared. DAM software has emerged in publishing, brand marketing and broadcast media, but has become a basic tool for digital XM. A DAM platform is much more than just a single place to store content: it keeps resources organized; It offers secure permission structures and access controls; It integrates relevant information and data and integrates with other systems to be the source of truth for digital resources.

The role of digital asset management is a difficult – and usually manual – one. Recovering files stored in multiple locations, managing different platforms, sharing media quickly and trying to prevent misuse of file versions makes keeping tabs on resources a difficult and often error-prone task. The DAM tool can make this much easier.

Imagine preparing for a product launch but your content, such as social media ads, blog images, product images, and more, is scattered across the desktop and folder structure. The organization can use this system to create an integrated campaign with on-brand content, but not without much effort. Using a DAM system allows teams to organize content with metadata, integrate it with publishing tools for easy distribution, and implement a secure permissions framework to prevent erroneous or outdated resources from being accidentally used.


A second component of a successful CX strategy is a DXP. Basically, a DXP is a combination of integrated tools that enable businesses and marketers to quickly and efficiently develop websites, create portals, manage content, launch landing pages, create apps and much more. The tools that teams are using help eliminate the silos of connected technology and provide businesses a central hub from which to create, manage, distribute and optimize content-driven experiences across any and all digital channels.

Using Martech to enhance the digital customer experience

The digital experience is more than just receiving real-life customer interaction and copying it online. It’s a new way to give customers a better experience, it helps companies differentiate in a crowded market and it creates new customer journeys, needs and expectations. That’s why – to be truly relevant, personalized, and seamlessly all-channel – the tools, technology, content, and data that help employees deliver the digital experience are needed to manage it.

Leading global brands are personally interested in hearing discussions on topics like this? Learn more about the Digital Marketing World Forum (#DMWF) Europe, London, North America and Singapore.

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