Personalization Pays Off: Digital Asset Management Strategies for CPG Marketers
In the highly competitive consumer-packaged goods (CPG) market, convincing consumers to consider your product over a sea of similar brands requires strategic marketing. Personalized messaging is one way to directly target eligible consumers with marketing that speaks to them.
To power personalized messaging, a digital asset management (DAM) system collects and uses data on consumer behavior and preferences. Find out how to use martech effectively to create smart CPG campaigns with personalized messaging.
Understanding Personalization in CPG Marketing
Understand the basics of personalization and how it benefits your brand.
Marketing Personalization In General
In marketing, personalization refers to messaging that uniquely speaks to a target group based on their identifying factors, communication preferences, or priorities. Examples of personalized marketing include:
- Addressing customers by name in emails, SMS, and mailers
- Sending a customer a personalized promotion based on their birthday or anniversary date of joining your rewards program
- Reaching customers in a seamless omnichannel messaging journey using real-time data about their use of multiple marketing channels like search engines, email, and social media
- Sending customers ads based on their specific interests such as highlighting eco-friendly qualities of your products to groups that have indicated that they find green initiatives particularly important
Marketing Personalization for CPG Brands
Personalized messaging proves particularly important in the CPG sector to promote differentiation amidst heavy competition. Catching and keeping a consumer’s attention takes work for CPG brands ? consumers don’t usually think too hard about these purchasing decisions because:
- They shop for CPGs repetitively and often
- CPGs are typically low-priced
- There are often several similarly-priced alternatives available in the same space
So, being different is important for CPG brands ? and content personalization has proven itself as an effective differentiation marketing strategy. In the CPG sector, personalized messaging strategies have been shown in recent years to deliver five to eight times ROI when compared to traditional campaigns and lift sales by 10% or more when optimized to their fullest potential.
Introduction to DAM (Digital Asset Management) in CPG Marketing
In general, digital asset management refers to the people, practices, and tech involved in creating, organizing, accessing, editing, and distributing digital assets. Digital assets include all documents, reports, data spreadsheets, images, videos, written content, branded graphics, and more.
An effective DAM platform is a singular place for CPG brands to work on, organize, and store creative marketing assets. In personalization campaigns, this helps marketers keep track of several similar marketing assets geared toward specific audiences throughout the creation, editing, approval, and distribution processes.
Leveraging DAM for Personalized Content Creation
The most beneficial DAM features for personalized content creation include:
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Asset tags and metadata: An AI-powered DAM will automatically suggest clickable smart tags to apply to each asset so that different team members can easily search for and find the asset they need. Metadata, or background information about the asset, is stored in the DAM for the same purpose.
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Content creation features: An AI content coach suggests content ideas based on prompts to help you create quality content faster. Modular content features allow marketers to build mix-and-match content blocks that can be edited separately from one another to create personalized campaign materials at scale.
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Proven success in powering personalized content: DAM software addresses a key concern marketing teams face ? managing the high volume of assets necessary for hyper-targeted campaigns. Companies like Hachette Book Group and Grainger have used DAM solutions to manage high volumes of assets and create better marketing campaigns efficiently.
Implementing Personalized Marketing Strategies With DAM
You can effectively leverage digital asset management software to personalize marketing strategies with these steps.
1. Collect Customer Data
A DAM platform can integrate with the systems you already use for managing customer information, like customer relationship management (CRM) software. Track and dissect this information to create customer segments.
2. Tailor Campaign Content Within the DAM
Use your digital asset management system to create several different versions of campaigns personalized to your customer segments. With an optimized DAM solution, you can search and find old generalized campaign materials to easily update. An AI-powered content coach and modular content creation strategy within your DAM system can also aid in sparking inspiration and producing personalized content efficiently.
3. Distribute Assets Across Channels and Track Performance
Create configurable, public links for assets or use seamless integrations to distribute assets used in your personalized campaigns. If you use public links, you can track asset performance directly in your DAM. Alternatively, integrations with leading analytics providers can help you track overall campaign performance.
Measuring the Success of Personalized Marketing With DAM
Key performance indicators (KPIs) for assessing personalized marketing campaigns should focus on measuring two factors ? ROI and customer engagement. Specific metrics to watch and interpret include:
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Sales before and after personalized campaign implementation
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A/B test results for personalized versus generalized campaigns
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Clicks and click-throughs on personalized versus non-personalized campaigns
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Time on page for personalized campaign landing pages
Overcoming Challenges and Best Practices
Consider these common challenges in implementing DAM-powered personalization and their potential solutions.
- Clunky Workflows: Optimize DAM workflows for maximum effectiveness with well-established processes for collaboration within the platform. For example, set rules on how much and what type of information personnel should include when adding in new assets, and how and where they should store it within the system. Also, track where an asset is in its lifecycle by leaving notes and managing approvals directly in the DAM system versus through other communication methods.
- Resistance to Change: When implementing any new tech or process, organizations may face resistance to change from leaders and other personnel. Collaboration and clarity are key for a seamless implementation process. Make sure you know how every department currently manages assets and come up with solutions for addressing their relevant pain points with the new system. Set clear procedures for how the tool should be used and educate personnel thoroughly on the system and associated usage rules.
