Brand digitalization does not only refer to the use of the latest technologies in the marketing system but is an integrated state that reflects the overall degree of digitalization of a company's brand activity, personnel, and marketing strategy with the consumer experience.

The Boston Consulting Group states that "Digital will be the source of the next value creation wave. Winning in 20s will be about mastering the three building blocks of digital: technology, speed and data".

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Photo by Gilles Lambert on Unsplash. https://unsplash.com/photos/pb_lF8VWaPU

 

The arrival of the digital age is another dimension of change.

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The digital revolution is no longer aimed at "machines", but "information", which can also be understood as "intelligence".

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"Consumers are becoming more accustomed to digital experiences, brands are rapidly creating digital environments, and the entire marketing system is rapidly working to create digital connections between brands and consumers, and this trend is irreversible," said Salvador Lopez, Americas marketing director at CMS provider Magnolia. The trend is irreversible," Salvador Lopez, Director of Marketing Americas at CMS provider Magnolia, said at the MarTech conference.

 

The digitalization of brands is becoming an increasingly important factor for companies to 'engage' consumers and increase sales. The ability to seamlessly connect with consumers online and provide a convenient and efficient shopping experience has become an important criterion for brands to maintain their performance and achieve breakthroughs, and this is exactly what digitalization aims to achieve.

 

"Digital transformation is not a new term, many people are in favor of it as soon as possible," says Lopez, "but we want people to focus more on the digitalization of brands because it has a much bigger impact on businesses."

 

Digital asset management platforms - a necessary part of brand digitalization?

Marketers are creating engaging content across more and more channels, and the software used to manage these marketing assets is becoming increasingly important. In addition, brands' communication with consumers is becoming increasingly digital. Marketing content is created in different formats and sent to consumers from different channels, thus creating a multifaceted connection between brands and consumers.

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Anyone who has searched for files on their computer and in shared clouds understands how painful it is to track content. When marketers create multiple versions of content to appeal to different audiences, to fit different marketing scenarios and target demographics, a lot of documentation is created, and organizing, moving, and saving these files can be a large and complex task. A digital asset management platform consolidates all marketing content, simplifying workloads and increasing marketing efficiency.

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Photo by Ales Nesetril on Unsplash. https://unsplash.com/photos/Im7lZjxeLhg

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"With the proliferation of IoT in the industry, revenue will increase, inventory management will improve, theft and loss tracking will be made easier, and the bottom line will increase. Websites will be more intuitive and it will be possible to tailor the consumer experience using new and accurate data! (James Spillane)

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Digital asset management platforms can help marketers personalize their strategies and display data on content interactions and digital assets, providing a valuable foundation for brands to develop and improve their marketing strategies.

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People who create and use content often work in different departments, similar to marketing and business departments. In this case, a 'central repository of all content and data becomes particularly important. It is particularly easy to find the right content for the target group - both sales and marketing - if all versions of the content for all scenarios are in one place.

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Møller, S. F. DIGITALISATION IN FASHION AND LUXURY: HOW IT IS INFLUENCING MILLENNIALS PURCHASING BEHAVIOUR IN ITALY.

Corey Patterson. (2021). How marketers can build their brand’s digital maturity. Maretch. Retrieved from https://martech.org/how-marketers-can-build-their-brands-digital-maturity/

Abtan, O., Barton, C., Bonelli, F., Gurzki, H., Mei-Pochtler, A., Pianon, N., & Tsusaka, M. (2016). Digital or die: The choice for luxury brands. Boston Consulting Group.

Joerg Hildebrandt, David Panhans, Björn Ewers, and Dr. Akram Awad. (2020). CREATING VALUE THROUGH DIGITAL DISRUPTION. Boston Consulting Group.

James Spillane, “4 Major Ways in Which e-Commerce is Benefitting from IoT,” Business 2 Community, 11 July 2022; https://www.business2community.com/ecommerce/4-major-ways-e-commerce-benefitting-iot-01957768

Anderson, M., Sims, J., Price, J., & Brusa, J. (2011). Turning “Like” to “Buy” social media emerges as a commerce channel. Booz & Company Inc, 2(1), 102-128.