Building better experiences with content

2021 is taking shape as a year of innovation and lasting change – a year of reset and renewal

In 2021, digital experiences have the power to make or break relationships with customers. However, delivering them has never been more challenging for businesses.

2020 was a real turning point for digital transformation, catapulting us into a new era. Almost overnight, work, shopping and life itself transitioned to the digital realm. Brands and businesses had to adapt and pivot, transitioning to social and online commerce.

As these changes were happening, the already content-hungry experience management machine went into overdrive. Brands felt increasing pressure to be omnipresent, show up in real time and personalise their messages at scale to meet customer demands.

Wunderman Thompson’s Building Better Experiences report, created in collaboration with Sitecore, diagnoses the complexities of the content and experience ecosystem today, and provides some helpful advice for marketers facing this challenge.

The report explores the real and everyday challenges of today’s content supply chain, as digital and marketing teams strive to collaborate ever more closely with production and distribution partners to speed up content creation and deployment. The findings show that many of the pain points for IT and marketing decision-makers sit within the broader content and asset management ecosystem.

• £1.7 million is the average spend on content as asset management capabilities
• 60% of businesses have invested in a digital asset management tool (DAM)
• 56% of businesses are using AI or machine learning to manage content and assets

The research confirms that investment in technology is not a one-fix-all answer and that organisations are struggling with issues such as siloed ways of working, workflows, governance and unfit processes.

 

Download the full Building Better Experiences report