Digital marketing today
Let’s start off by taking a look at some of the big forces that are driving some undeniable trends in the digital marketing realm today:
1. Big data intelligence
The prevalence of big data relating to marketers’ audiences is making it easier for brands to offer hyper-personalized and relevant experiences, which in turn drives the expectation of consumers, in particular Millennials and Generation Z, who are being conditioned to expect only relevant experiences. This means that as a marketer today, you need to create as many experiences as there are audience segments, which means more marketing deliverables, more customization, and more digital assets.
2. Digital ad growth
The use of digital advertising is growing quickly, at almost 15% CAGR, and according to Marketing Charts the digital advertising market has now eclipsed TV advertising by more than $30B. One of the main growth drivers for digital ads is social media, which means marketing teams must continuously create all of the campaign content variations needed to cover relevant social media platforms.
3. Shift in budget to prioritize digital
A recent Gartner CMO Spend Survey indicated expected spending on digital marketing to be 54% of a CMO’s budget by 2024 — up from 44% in 2019. That’s a significant indication of exactly how CMOs want to spend the majority of their money to achieve the highest ROI for the business.
What does it all mean for marketers?
So, what does all of this mean for marketers today? What imperatives does it create for the teams doing the work behind the great brands, creating great content with the need to engage their audiences?
1. Speed
Marketers need to move fast. In fact, Digital Marketing Institute says that the use of “agile marketing” is becoming more critical as a growing number of teams realize that new business is more important than new material. Agile marketing is about the speed at which audience engagement experiments can be developed, tested, and fine-tuned to capitalize on opportunities and drive business.
2. Impact
Marketers need to be able to measure and validate the impact of the campaigns being created. That means evaluating all the variables at play including channels, digital content, graphic design, copy, etc. Access to data that drives these decisions has never been better, and its critical information needed by marketing executives to justify allocating budget increasingly to digital.
3. Consistency
There’s a huge need to drive brand consistency across every touchpoint in order to build trust with buyers. Customers are able to self-serve and research products in seconds, easily comparing competitors and reviews. With 70% of the buyer’s journey complete before even reaching out to a sales team, it’s critical the marketing team does as much as possible to create brand affinity — of which a huge driver is consistent brand experiences.
Wrike and MediaValet — the power duo
Wrike and MediaValet have been partners since 2018, working together to help creative and marketing teams in agencies and brands across various industries. What our partnership has provided for clients is the ability to create and execute brilliant, on-brand, cross-channel campaigns. Together, we’ve helped numerous clients streamline creative publishing, accelerate campaign creation, and maintain brand consistency. Talk about a great partnership!
How we work together
With Wrike and MediaValet digital asset management (DAM), teams can streamline their workflows by easily finding and attaching on-brand digital assets (eg., logos, images, or product videos) to a project task within Wrike. From there, the creative team can do their thing, then the new campaign content can get reviewed and approved in Wrike for Marketers. Once the content is finalized, it can be published back into MediaValet to maintain a version-controlled, secure, single source of truth for all digital media assets — all without ever leaving Wrike.
Why give a DAM?
So, why should you care about DAM, and what is it? At a high-level view, DAM is a piece of cloud-based marketing technology. By definition, it “helps companies manage, organize, share, and distribute their digital assets from within one central library. It improves the productivity of teams and increases the ROI of content and creative programs.”
DAM has actually been around for many years but has seen a surge in growth over the last decade. This growth is primarily related to the availability of increased processing power required to quickly upload, download, and render larger media files in the cloud, and is also driven by marketing trends.
The hub of your martech stack
DAM has been described by analysts at Gartner as the “hub” of the martech stack. But how does it fit into what the team needs to do? Creative and marketing teams need to be able to find assets easily (it’s not uncommon for MediaValet customers’ digital libraries to house a six6-figure asset count), but more importantly, they need to use digital media to reach prospective customers.
To produce the final assets for a campaign, you need to create, organize, find, and use multiple digital files. Not only the individual images, graphics, or short video clips that form the elements of the finished piece, but also the layout and design files. Upon completion, you want to distribute and track the finished product, as well as the individual assets comprising the finished product, as well as keep track of any version changes over time.
Start driving successful campaigns
Wrike and MediaValet’s partnership helps teams work as one and pushes organizations to be even more successful. Learn more about how Wrike and MediaValet can help your organization empower and elevate team efforts to drive successful digital campaigns, from asset creation to archive.
Watch the full webinar on "Why You Should Give a DAM About Wrike For Marketers" here.
References:
- Marketing Charts, Growth of Social Media: https://insights.digitalmediasolutions.com/articles/digital-advertising-growth-2020
- Gartner CMO Spend Survey 2018–2019: https://www.brafton.com/blog/content-marketing/the-ultimate-list-of-marketing-spend-statistics-for-2019-infographic/
- IBM: https://www.ibm.com/topics/digital-asset-management
