IO Integration Marketing Technology Blog
Providing Creative Operations and Marketing Technology Professionals resources for getting the most out of their production workflows.
In the past several years, digital asset management (DAM) software has dramatically increased in popularity. Much of this rise is thanks to efforts by tech juggernauts such as Google and Amazon, which are encouraging Internet users to consume content in as many ways, and via as many channels, as possible. To keep running with the big dogs, marketers need to meet users’ new expectations that content will be instantaneous, relevant, and delivered right to their phones. This demand can often put a strain on many organizations as they are tasked to not only develop more content, but also find effective ways to manage, share, and leverage these digital assets both internally and across all marketing channels.
The massive growth in digital marketing has created many new opportunities for businesses, but also new challenges. Marketers have more distribution channels and more file formats and types to deal with, all the while trying to stay on-brand and consistent.
By leveraging semantic database technology marketing organiations can have greater control over digital assets and be able to correlate that information with other assets and distinguish relationships between digital assets and target audience.
The world of marketing moves fast and so its important that the technology behind it is able to keep up with the times. Attempting to stay current can be expensive for businesses. Research recently found that 28% of marketing executives are now spending more than $100,000 per year on marketing technology, while 54% plan to increase their spending in 2018. This can be a large expense for any business, especially if the money is being paid in single installments. Is it really necessary to spend more money on these investments to get the most out of their technology? A business should be thinking about what they actually need rather than what they want.