Driving consumers indoors and online, it goes without stating that the COVID-19 pandemic has rapidly changed the way that brands connect with their audiences. Now is the time for brands to catch up to the digital needs of their audiences and strategically prepare for the future so they bounce back stronger than ever.
Until now, many brands have already made some sort of investment in digital, whether it’s super-charging their social media feeds, building personalization into their content delivery or more. But there is always opportunity for brands to raise their digital maturity—something that’s become especially clear today.
As CTO Solutions at MediaMonks, Tim Goodman has helped brands adapt at every stage of the digital transformation journey. Despite the different approaches taken, the first step is always the same: “We really look closely at the business goals,” he says. “Are they looking to reach their clients more quickly? Improve their message? Streamline their processes?” By aligning business goals with market changes, here is how Goodman and his team help brands focus their efforts and transform at speed.
Fill the Capability Gap Between Tech and Creativity
In his keynote address at this year’s (digitized) Adobe Summit, Adobe CEO Shantanu Narayen noted the importance of aligning creative teams and IT to unite such disparate experiences and the data that powers each, with both sides ultimately focused on the customer experience. “In the past, the CMO brought marketing and communications expertise, while CIOs knew how to architect systems and unite data,” he said. “But IT is becoming more customer-centric and marketing is becoming more data driven. They are working together more than ever. Your C-suite must be aligned around this customer-centricity.”
At MediaMonks, we’ve always believed in a confluence between creativity and technology, and how both work in tandem to deliver the experiences that customers need. Right now, there is a strong desire for emotionally resonant, relevant experiences in digital—and if brands aren’t prepared to offer them, then they must find a partner who can fill in those capability gaps.
Your C-suite must be aligned around this customer-centricity.
Strategic Partnerships Keep Brands Current to Market Shifts
As an Adobe Platinum Partner and having won the Adobe Partner of the Year award nearly every year since its existence, the MediaMonks Solutions team is ideally situated to support brands as they aim to adapt and transform. It’s led by Goodman, who holds the record of most individual certifications (ten) and is the only individual in the Adobe Partner network globally to hold four Architect certifications (Adobe Experience Manager Forms, Adobe Experience Manager Sites, Analytics, and Campaign).
“In working with Adobe, I’m most proud of the trust we have built up together,” says Goodman. “We’ve built trust in their products, in their teams, in their understanding of the needs of the market. They’ve built trust in us to understand their technology, to implement it the way it’s meant to be implemented, and to make sure we give our clients the best advice that’s right for them.”
This close partnership and expertise has led the team to often break new ground, implementing new features from Adobe before anyone else. For example, we were the first organization in the world to implement the Adobe Experience Manager Asset Share module for a major Australian brand. This is just one of the benefits of how we keep a continuous process of learning to help brands adapt to rapidly changing market needs.
In working with Adobe, I’m most proud of the trust we have built up together.
Making these adaptations can be challenging for brands, which is why it’s important to put them at ease through testing and clear communication. “Before we implement a new feature, we make sure that we’ve tried and tested it in labs before we let it loose in the wild,” says Goodman. “We also ensure that key Adobe engineers are engaged directly, because they want to see the success of these features as well.” Crucial to this process is communicating core software disciplines, including proper quality control, to marketing teams in plain English.
Translate Random Acts of Digital into a Consistent Ecosystem
Online behaviors have rapidly changed since the spread of the COVID-19 pandemic, but many brands have an initial foundation to build off of for digital transformation and a more connected customer decision journey. Right now, your digital experiences may primarily function as “random acts of digital”: individual experiences that build brand love or fulfill a specific business goal, but are ultimately self-contained and disconnected from other touchpoints along the customer decision journey.
We help build a strategy for organizations to move through their digital transformation in the stages that are right for their business.
Brands looking to accelerate their digital transformation in lockstep with emerging user behaviors can save time and efforts by connecting these already-existing digital experiences together—either serving the right content for the right context or carrying user data from one touchpoint to another. Tools like Adobe Experience Manager are critical for synchronizing data to and enabling this level of contextual relevance, resulting in unique, personalized experiences.
“A unified message is critical, and this often means unifying the silos within the organization,” says Goodman. “Whether it’s moving to cross-channel communications, or multi-tenant solutions, or a Data Management platform that streamlines the audiences for the right messages, Adobe has the answer.” Goodman suggests that brands first start with the quick wins rather than boil the ocean. “We help build a strategy for organizations to move through their digital transformation in the stages that are right for their business.”
Quick access to MediaMonks’ vast, global team of creative expertise enables brands to identify opportunities to embark on overarching transformation initiatives. “Not only do we have Tim, the most-certified Adobe expert,” says Tom Nelms, Head of Partner Growth at MediaMonks. “In total, we have 188 certifications across our network. When we combine that tech ability with our creative, front-end approach, we can help brands transform at speed and scale across their ecosystems.”
Focused on system, people and process, the MediaMonks Solutions team is well versed in helping brands overcome the creative challenge of integrating experiences along a single coherent journey. Critical to the process is that creativity and technology work together to enable the experiences that consumers crave throughout the total brand experiences. And when brands are better equipped to optimize and transform at speed, they’re able to build lasting customer connections and adapt to future changes in the market.
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