The demand for personalised experiences across multiple channels is driving a proliferation of customer segments and context-based decisions that are becoming increasingly hard to manage. Businesses are typically grappling with hundreds of thousands of assets to fulfil the extraordinary burden that this puts on content delivery. In a recent Forrester report commissioned by Sitecore, only 28% of decision-makers strongly agreed that their organisations can deliver against the content needs of their customers. However, with investment in the right platforms and organisational change, this needn’t be the case.
The Building Better Experiences report, commissioned by Wunderman Thompson in collaboration with Sitecore, seeks to diagnose the complexities of today’s content and asset management landscape. Among other findings, it exposes the need for marketing and IT teams to collaborate more closely, both together and with agencies and other third parties, to solve some of the inherent challenges involved in creating a set of evergreen assets to fuel dynamic, personalised experiences. And it sets the scene for a new breed of Digital Asset Management system (DAM) that is emerging to help organisations and their agencies manage the content lifecycle.