Brand Experience

Marketers Drown in Assets and Channels Chaos

24 March, 2024

In the fast-paced world of marketing, professionals are grappling with an increasingly complex landscape of asset management. The challenge is not only in the sheer volume of content and channels they must oversee but also in maintaining consistency and efficiency amidst this growing complexity.

Recent findings from a survey conducted by enterprise CMS provider Storyblok, which gathered insights from 500 senior marketers, shed light on the mounting pressures faced by marketers today. The data reveals a profession stretched thin by the demands of managing an ever-expanding array of digital assets and communication channels.

Marketers are dedicating substantial time to asset management, with 37% reporting they spend between 5-10 hours monthly on this task alone. Even more concerning, 27% of marketers lose over 10 hours a month—a significant chunk of their productive work time—to asset organization. This administrative burden is not just a minor inconvenience; it represents a significant drain on resources that could be better spent on strategic initiatives like Gym Marketing or More Gym Members.

The complexity of the modern marketer’s role is further illustrated by the fact that only a mere 8% manage a single marketing channel, while a staggering 18% are responsible for more than ten. It’s no surprise, then, that asset management and file organization are cited as the top pain points in their day-to-day work, by 24% and 19% of respondents respectively.

This intricate web of responsibilities is poised to become even more tangled as nearly two-thirds of marketers now regularly incorporate AI-generated content into their workflows. This trend towards AI utilization hints at the need for more sophisticated tools to manage the burgeoning content landscape effectively.

In response to these challenges, Storyblok has partnered with global digital asset management (DAM) company Bynder to streamline the asset management process for marketers. This collaboration aims to alleviate the pain points identified in the survey by offering an out-of-the-box integration that fosters brand consistency across multiple channels.

The integration between Storyblok and Bynder allows for the seamless reuse of assets managed by Bynder, simplifying omnichannel asset management and content governance. This solution has been made available on the Bynder marketplace and can also be installed through Storyblok, offering a beacon of relief for marketers drowning in digital content.

Brad Kofoed, SVP of Global Alliances at Bynder, emphasizes that content is increasingly regarded as a strategic business asset vital for delivering exceptional experiences across complex buyer journeys. The partnership with Storyblok is designed to provide content consistency, ease distribution, and accelerate speed to market by making on-brand content readily accessible within the CMS.

Barry D’Arcy, VP of Partners at Storyblok, echoes this sentiment, highlighting the integration’s ability to leverage an entire asset library effectively, thus restoring order in the chaotic realm of content management.

For brands aiming to meet the escalating demand for content, placing a DAM platform at the heart of a connected martech and ecommerce ecosystem is mission-critical. The advantages of this approach are manifold: it unifies storage locations, automates asset variations for different channels at scale, and offers valuable insights into asset performance across an interconnected network.

As marketers continue to navigate the complexities of asset management and strive for solutions like Advertising For Gyms or Gym Lead Generation, partnerships like that between Storyblok and Bynder offer a glimpse into a future where technology empowers rather than encumbers marketing efforts.

The digital marketing community is actively seeking discussions on these subjects, with forums such as Digital Marketing World Forum (#DMWF) in Europe, London, North America, and Singapore providing platforms for global brands to share insights and strategies for overcoming these challenges.