Do you know that moment when, as soon as you arrive in a new environment, a lot of people approach you to introduce themselves?
The problem is that they swarm in front of you and even if you want to, you can't remember that stream of names, one after another. Words like Fabio, Pietro, Laura etc. are just empty containers because you don't yet know what these people are like.
Rather you focus on one detail. Speaking with a friend, who is also present, to make it clear you say "the blonde girl", "the man with the red beard" or other similar phrases. But if "the blonde chick" the following time dyed her hair black, would you recognize her? I don’t think so.
If, on the other hand, you see her several times always the same as before, you'll immediately recognize her among many other people and, why not, you'll even remember her name. Because you would see her so many times, she would become familiar to you.
For this reason, when a brand does not show consistency in its communication when appearing to potential consumers, it is diagnosed with a personality disorder: in the crowd of content disseminated on the Net, the consumer only recognizes the brands that seem familiar to him and if each time a different tone of voice is adopted, this process of mental association becomes very difficult.
The solution: what do we do?
We need to make sure that emotional bias comes into play for two reasons:
1) coherence leads to users recognizing you: if you have a stable and strong identity they feel safe with you and therefore trust you (obviously their trust must be rewarded, you can't fool them!)
A great way to create a solid and lasting relationship is to resort to a Content Marketing strategy that values them and makes them feel comfortable in approaching your products/services.
2) Engaging and conveying consistent messages shows your audience that you are taking your relationship with them seriously and that you care about being present in their purchasing experience.
We know how the buying experience of our consumer, affected by dozens and dozens of different prompts from the Net, can be terribly fragile so a company will have to do everything possible to make the decision as simple as possible.
The situation for businesses
Let's go and see what businesses are doing about it. In many of them the situation is quite terrifying: there are data silos that prevent the effective collaboration of teams and stakeholders.
Let's try to imagine a possible scenario: one of the company's partners, caught up in the urgency of assisting the customer and without the material at his disposal, creates new content concerning the product and sends it with great pride to the "parent company" that shudders to see its own content so modified. The difference in communication is evident and you can really see it.
That's why we need to equip ourselves with tools that ensure a centralized management of all the digital assets of a company: it is essential, in fact, that there is a "thread" that runs through all branding materials and links user-side items on the various channels through which it communicates the brand.
And this centralized management is only possible thanks to an Intelligent DAM. Its AI engines, in fact, automatically classify all the company's digital assets eliminating duplications and redundancies: this guarantees the integrity and consistency of the brand from an omnichannel point of view.
This tool helps Marketing Managers face the real challenge of the omnichannel digital experience because it preserves brand identity and tone of expression consistent across all contact points, especially during a browsing session. By having only one version of each content, you can simplify your marketing operations and ensure better control over your communication.
At this point we could mention a quotation from "The name of the Rose": "stat rosa pristina nomine, nomda nuda tenemus".
In practice, everything vanishes into thin air, and of these things that have disappeared only the pure names remain. However these, compared in a figurative sense with tags used to classify the contents, enable us to recover and use them again because they can be linked to users who have used them, thereby obtaining information about their interests.
With a centralized content archive like THRON (it is an Intelligent DAM), it becomes easy to provide access to employees who can work on shared workflows and control where and by whom the content is used at all times. And this enables you to have the distribution of your content at your fingertips and saves you valuable time spent otherwise updating it each time across all channels.
THRON's customers do not have to update all the systems with which it is shared with the new version, but simply update the content within the DAM. By doing so, all shares will update instantly and automatically.