The guiding principle “content is king, but engagement is queen” is likely to gain further importance in 2020. In the future, editors will not only have to produce engaging content, they will need to work with data experts to ensure they’re targeting the right groups. They must connect with their audience and direct personalized content based on the individual’s interests.
In light of this, the technology company Digital Collections, which supports editors and marketers in the field of digital asset management (DAM), has derived five trends for 2020 from its experience and available market reports.
Less text, more images
Whether for an online article or social media post, visual presentation is becoming increasingly important for attracting attention. In social networks, a glance at the TikTok video platform is enough to see that the trend toward the visual is increasing with the younger generation.
According to Statista, in 2017 the worldwide average usage time of videos was 56 minutes per day, in 2020 it will be 84 minutes. More than a trillion pictures are taken every year through smartphone use. So, it’s becoming increasingly important for publishers to create not only high-quality text but also digital assets such as images, videos and graphics.
Digital asset management is important
While many companies and publishing houses already use it, others are in the process of setting one up, but a DAM system is necessary for efficient and effective marketing.
According to the latest Gartner study, around 50 percent of companies in North America and the UK already use such software. In North America, the market volume was $2.2 billion in 2018 and is expected to reach $10.2 billion in 2025. At 27 percent, the largest growth is predicted for the retail sector (Adroit Market Research).
With a DAM system, millions of digital assets such as images, videos, text modules, graphics and print layouts can be centrally organized. This puts an end to the chaos of where and with whom assets are stored and how. With metadata attached to each asset, users can quickly find individual files. Different versions for print and online, as well as important information such as copyrights, are immediately visible. This is an important prerequisite for producing more content in less time.
Content becomes even more digital
Digital formats continue to gain in importance worldwide. According to an ARD/ZDF online study, users in Germany spent 87 minutes a day with media content on the Internet in 2019, five minutes more than in 2018. And, a survey by Adobe showed that consumers in the U.S. spend several hours a day with digital content. Digital platforms and news websites in particular are gaining in importance, as can be seen from advertising spending. Forty-nine percent of all advertising revenues were generated digitally, up 23 percent compared to last year, according to eMarketer estimates.
Content becomes more personal
Data-driven publishing is playing an increasingly important role, meaning end users are seeing content that interests them most. Which content is displayed to which target group is determined by criteria such as demographics, interests or emotional targeting. Artificial intelligence services, semantic analysis and high-performance search technologies are used to determine whether digital content is relevant for particular individuals.
In order to produce attractive stories, an editor must be able to access suitable assets and sources. A DAM system can be used to search for specific topics that have already been reported on in other media (keyword: integrated media monitoring). Assets can also be searched by keywords, people, objects, moods or colors. Specific portions of videos can also be found immediately using individual criteria as a search. Utilizing a user-friendly DAM system speeds up the entire content production process.
Content becomes more agile
To ensure that each user is shown the appropriate content, it must be automatically played out in different channels. Content is becoming more and more dynamic. Real-time content, for example, shows the current status quo at the time of retrieval. This can refer to news as well as prices or stock levels. This is why many editorial offices rely on headless systems. With a headless CMS or DAM system, the content is available as a raw data source. So there is no head, i.e., there is no standard front-end system.
For developers, this means they can place any number of heads on the system via API to provide content for various channels such as websites, apps or smart watches. In order to optimize the content further, it’s important the content is tracked to answer questions, such as which content was displayed, how often, to which target groups and with what success.
Conclusion: Media publishers and marketing departments face the challenge of producing more and more content and managing it efficiently. Not only does content production play an important role, but also the right targeting. This is why DAM systems, content management systems suitable for multichannel publishing and analysis tools are establishing themselves as permanent fixtures in the tech stack of so many companies.