What is Digital Experience, and Why is it Important?
Digital Experience Management (DXM) includes websites, mobile apps, e-commerce sites, social media content, and smart devices. These all provide a digital experience to the customer interacting with an organization.
A customer’s journey can begin and end digitally, so creating a cohesive, contextual digital customer experience that addresses customer needs is more pressing than ever. DXM is essential because customers expect and deserve quality, consistent experience across digital channels.
A digital experience strategy is often used with an omnichannel digital customer service strategy, enabling an organization to meet its customers’ expectations for ease, convenience, and speed across numerous digital channels. Moving towards a customer mindset, viewing changing channels, and moving between touchpoints as incidental to user goals and needs are fundamental to developing an omnichannel experience.
With an ever-expanding number of digital touchpoints, digital experience management (DXM) has become difficult. Still, it can help engage new users, differentiate your company, and inspire customer loyalty. It is essential to think of digital experience as a complimentary part of the overall customer experience (CX) and user experience (UX).
What are Digital Assets?
Digital assets include data, images, video, and written content. It is any file type of value owned by an enterprise or individual that comes in a digital format, is searchable via metadata and includes access and usage rights.
With cryptocurrency and blockchain, this definition has been extended even further to include anything in digital form creating value. And so this consists of a wide range of investments that use distributed ledger (blockchain) technology.
Blockchain Expands the Definition of What is a Digital Asset
That means the number of types of digital assets continues to expand to include photos and other digital media files but also non-fungible tokens (NFTs) and central bank digital currencies. These digital assets have even matured to capture the attention of the Internal Revenue Service and the White House in the United States.
For example, in President Biden’s March 2022 Executive Order on Ensuring Responsible Development of Digital Assets, the blockchain was defined the term blockchain as referring to “distributed ledger technologies where data is shared across a network that creates a digital ledger of verified transactions or information among network participants and the data are typically linked using cryptography to maintain the integrity of the ledger and execute other functions, including transfer of ownership or value.” It also partly describes a digital asset as something that can be “exchanged across digital asset trading platforms, including centralized and decentralized finance platforms, or through peer-to-peer technologies.” Our discussion will focus on more traditional types of digital assets, but I believe this helps to have a broader understanding of what digital assets are for creating value.
What is Digital Asset Management?
Digital Asset Management (DAM) helps to ensure that messaging, positioning, visual representation, and other means of brand adherence are consistent. It streamlines your workflows and boosts productivity by integrating your brand assets into the marketing toolkit your creative and marketing teams already use. DAM software stores, organizes, and distributes rich media files in a central location.
A DAM solution is a software and systems solution that provides an organization’s digital assets. They solve challenges dispersed teams face, including file management, version control, instant asset access and permissions, and the inability to share assets quickly. DAM solutions should include digital publishing and distribution features that allow you to push digital assets to web content management systems and other destinations.
Marketing teams and others use DAM systems to make branded content instantly accessible. They can collaborate on marketing assets from multiple physical locations by using digital workspaces.
Benefits of Digital Asset Management
DAM platforms help teams work more efficiently and leverage digital content to achieve their strategic goals. A benefit of DAM is that functional areas and business units can reuse creative files and other assets to gain efficiency and present a single truth to the market. Teams will also benefit from being able to share files securely. Also, DAM saves time at every step of the content lifecycle.
One of the things to look for in a DAM is its integrations. For instance, most DAM platforms include numerous integrations to creative applications such as Adobe Creative Cloud and Canva. Also, you want to know whether it integrates with your current technology stack or the one you want to migrate to eventually. That includes offerings like Adobe Experience Manager, Drupal, and WordPress.
Another benefit of DAM is increased conversion and customer retention. Part of this is that DAM enables organizations to personalize the customer experience.
It also helps to ensure that messaging, positioning, visual representation, and other means of brand adherence are consistent. In other words, DAM helps maintain brand consistency.