2020 has been a rough year.
However, there is a silver lining, especially if you work in ecommerce:
Deloitte expects e-commerce holiday retail sales to grow between 25% to 35% from November through January. Total sales will reach $182 billion to $196 billion.
Digital asset management solutions can play a huge role in realizing these sales goals.
Customers are looking for consistent, personalized experiences across multiple sales channels. For retailers going into the holiday season, that requires the timely release of visually engaging content.
On top of this, each individual digital asset should make the most of the distribution channel it is a part of. The digital experience should complement the in-store experience. This is especially important during a holiday season where more consumers than ever are shopping from home.
Companies that leverage DAM solutions correctly can take advantage of holiday spending trends as they happen. This is one of the tools that restaurants, retailers, auto dealerships and ecommerce stores use to quickly capitalize on holiday-themed assets across multiple channels.
B2C DAM technology: More than image and video hosting
Image and video hosting services are the bedrock of digital asset management. Brands that have large volumes of images and videos need fast, reliable access to their assets on a regular basis. Cloud storage offers best-in-class accessibility for businesses working with remote employees.
But a great DAM solution is more than an image and video hosting solution. It also streamlines the processes that rely on media assets in the first place.
Media presentation is critical to digital marketing and in-store advertising. Brands that can identify, modify, and deploy their best-performing assets quickly have a significant competitive advantage over those that cannot.
In short, you’ll need to dynamically showcase images and videos at a moment’s notice, and at scale.
If finding, modifying, and deploying holiday-themed media assets takes too long, you won’t be able to capitalize on opportunities in a timely manner. Simply creating a presentation for a potential partnership will slow down production, and will likely fail to ‘wow’.
The true value that DAMs offer for retailers and B2C businesses is the ability to qualify and analyze data. Your audience generates data every time it interacts with your brand’s media assets. Video views and image clicks are just the tip of the iceberg.
With an analytics-oriented DAM in place, you could qualify leads in real-time using nothing more than your media assets. Every interaction can be used as a data point for further marketing and promotion. Imagine holiday greeting card video views triggering special discount sales offers. The segmentation possibilities are endless.
DAM usage for ecommerce: Fast, easy, mobile-driven content optimization
Ecommerce brands typically need to change their images and videos to reflect a holiday theme early on in the shopping season. Brands that haven’t leveraged the appropriate DAM technology will find this to be a tedious and time-consuming process.
Brands that rely on cloud-based DAM infrastructure can simply present assets directly on their web properties without embedding. The practical upshot of this approach is that it makes a fast process even faster.
DAMs’ benefits in this regard really become pronounced when mobile devices are brought into the fold.
In 2020, users have spent 1.6 trillion hours on their mobile devices, while mobile ecommerce traffic grew by 25% across all industries. Retailers that make mobile their priority will record the biggest gains this holiday season.
Consider our mobile app, CincopaShare. Employees, executives, and media partners can all enjoy access to your digital assets on demand – no need to ask for assets from a marketing manager or promotional director.
As mobile devices increasingly become ecommerce customers’ “first screen”, retailers too can leverage mobile DAM platforms to rapidly update stock imagery directly from a phone or tablet.
You can bulk upload images to instantly-created galleries without having to hire developers for the purpose. This is especially useful during the holidays, when your go-to developers are already on vacation.
An ecommerce brand that successfully leverages DAM technology will be able to show new stock to its customers quickly. This will reduce the time-to-value of new product investments, and generally improve the business’s cash flow conversion.
On a more technical level, ecommerce stores will be able to easily incorporate new product images into dynamic, fully-responsive on-site galleries. With the right hosting solution in place, updating large volumes of product images and videos is simple.
Use image and video engagement analytics to improve user experience
An efficient content optimization strategy relies on the ability to capture behavioral data from users. Knowing how many people watched your promotional video is good. Knowing exactly how much of the video individual users watched is even better.
Marketing-oriented DAM solutions make it possible for retailers to gather this kind of data from users as they interact with content. This allows ecommerce brands to qualify their content strategies along multiple channels, and see which assets perform best in particular channels.
For retailers, this can fuel projects that bridge the gap between the online and in-store buying experience. Innovative in-store promotions can be informed by digital interaction data in real-time.
For instance, you could create an interactive in-store display that shows your best-performing online media. Your DAM’s user analytics engine would act as a centralized, up-to-date repository of media interactivity data, putting your best foot forward throughout every day of the holiday shopping season.
This approach can also draw product data and prominently display information about each product shown in real-time. This interactive in-store experience wouldn’t need to be pre-programmed. It would run off of the engagement data that your online users are already generating.
Invest in media management and presentation
Your DAM is a critical infrastructure tool for leveraging user interactions online for marketing and promotional tactics that deliver results. In a competitive holiday season like this one, neither brick-and-mortar nor ecommerce retailers can afford to play guessing games with their media content.
Invest in a fully featured DAM solution that offers image and video hosting with user engagement analytics. Present your products in the best possible light, using your customers’ interactivity to qualify the results of your work in real-time.