May 14, 2021 |
Customer experience needs only continue to accelerate. In fact, according to PwC, nearly 3 in 4 customers say that customer experience is an important consideration in their purchasing decision. Digital, personalized experiences, and the content that fuels it, are the lifeblood of organizations everywhere in every industry. But even as customer demands for those experiences skyrocket, creating effective content is still often seen as a “nice to have.” To meet those rising demands, content today must be:
To be a true content operations hub that ensures your content does all of these things, digital asset management (DAM) solutions need to integrate into a wide array of solutions. From the solutions we use every day to collaboratively create content and experiences—like Adobe Creative Cloud, Microsoft Office, or DreamWeaver—to all the solutions that deliver personalized experiences at scale like Salesforce Marketing Cloud, Adobe Experience Cloud, WordPress, and others.
In other words, there’s an easier way to get great content to market: DAM integrations.
Integration, or connecting DAM solutions to other software solutions, comes in many different flavors. Most DAM vendors will claim they integrate with anything you put in front of them, but, in reality, integrating the two takes a long time, too many resources, and budget that you likely don’t have. It may even take a contract with a new implementation partner who ‘owns’ that integration!
What if there was another way? Ways to make integrations faster and easier than before?
Good news: there are options outside of the traditional approaches.
Content should be available to anyone creating and delivering customer experiences, without having to log into yet another solution. Instead of a traditional API-driven integration approach, marketing technology teams should consider other approaches like extensions or UI components. For example, Aprimo QuickConnect and Aprimo’s configure-only connectors make it possible to access Aprimo content without a single person touching code. In the case of Aprimo QuickConnect, you can access Aprimo DAM content in a matter of minutes from any third-party web-based application.
Low-code platforms are a critical way to integrate DAM solutions without the typical lengthy overhead. As Forrester has stated, “Low-code platforms can help development teams work faster and increase enterprise-wide software production by empowering “citizen” developers.” Get up and running in a matter of weeks rather than months by building DAM integrations on best-in-class low-code platforms like Dell Boomi and others.
Yes, I did make up that term but stay with me. These are ways to integrate that greatly reduce any coding effort needed while still giving developers full flexibility. They do more than standard APIs because they are off-the-shelf, provide more flexibility, and require much less code than standard approaches. One such approach is the use of prebuilt UI components, like Aprimo’s Content Selector. With this, a developer can easily put in the component into other applications, allowing access to Aprimo DAM content. Other methods include the use of webhooks, which facilitate and automate real-time changes.
Integrating the powerful tools you use on an everyday basis with your DAM solution is an essential step to successfully scaling personalized content experiences. No one wants to be stuck in neutral while everyone else is kicking their experiences into high gear. By embracing integrations, you set your marketing teams up to better adapt to escalating customer demands.
Interested to learn more about DAM integrations? And the different solutions that Aprimo integrates with? Check out our marketplace with our 60+ connectors here.