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Breaking Down Silos: Building the Business Case for a Dynamic Content Management Solution

David Klempke, PMP

A recent experience I had at a local coffee shop made me think about how we are all demanding personalization in commercial interactions. The person behind me in line walked up to the counter and ordered a triple venti soy no foam latte. I immediately thought, “This is dynamic content management (DCM) in action” (please don’t judge). Then I saw the final product placed on the counter with the name “Micheal” written on the cup. Misspelling the name abruptly ended a robust personalized customer experience.

Direct marketing tactics and corresponding communication channels need to deliver at the speed of the recipient’s ever-changing attention span. This forces businesses to quickly respond to keep up with consumer trends. Fifteen years ago, marketing communications focused primarily on mail and fax. This has quickly shifted to include broadcast, web, text (SMS), email, and social media.

More Channels, More Problems—Unless You’ve Got a Dynamic Content Management Solution in Place

Information is now always at consumers’ fingertips, which presents challenges for organizations as they struggle to create a synergistic marketing experience for their customers. Personalized and relevant marketing communications have a huge impact on an organization’s reputation, yet there is typically a lack of focus in ensuring successful execution. Therefore, companies need to embrace and utilize solutions that effectively drive DCM.

To change this situation, you—as a DCM advocate—are in the best position to lead the charge within your organization, but it’s easier said than done. What’s needed is an overarching marketing communications strategy that unifies the various pieces of your communications puzzle into an integrated solution.

Using a Dynamic Content Management Solution to Create a Single Experience Across Multiple Channels

At IWCO Direct, we understand the importance of utilizing a DCM solution to create an impactful customer experience that drives response and return on marketing investment. IWCO Direct 1to1℠ is the DCM solution that provides a strategy for bringing fragmented messaging together to create a unified omnichannel approach. Most organizations today work in silos when it comes to dealing with multichannel content. This results in disjointed and inconsistent messaging that can leave customers confused and frustrated.

Ironically, organizations rarely fix the problem because they believe the solution is an expensive overhaul of their entire infrastructure. IWCO Direct 1to1 greatly simplifies solution implementation and delivers results quickly. This solution offers organizations a way to bring their marketing communications and templates into one centralized location. Business users can manage all marketing communications from the same platform, regardless of the channel.

Most customers believe they are already experiencing an omnichannel campaign when they receive messages via mail, web, or text. However, unless it features a consistent voice and message across each channel, it’s not a true omnichannel experience. DCM gives organizations an efficient way to create a holistic framework to guarantee consistency across channels and from one communication touchpoint to the next. Consistency is essential when it comes to marketing messaging, but the personalized content within these communications is equally important.

Dynamic Content Management Breaks Down Silos and Organizes “Content Gone Wild”

Many organizations have multiple departments, systems, and workflows, each driving separate marketing communications. Without a solution to bring all communications together, the content suffers. This fragmented approach leads to content that is mismanaged, inaccurate, and presents an inconsistent brand voice.

The IWCO Direct 1to1 solution provides organizations with the overall visibility they need to manage an entire campaign refresh and ensure streamlined content across channels.  Traditionally, organizations manage each communication individually, so when a change occurs, there could be hundreds of variations that need manual updating. By managing content through a DCM solution like IWCO Direct 1to1, a change can be made once and automatically cascade through all versions that are affected. Stakeholders from all areas within an organization can collaborate in the solution platform to create and manage all content, resulting in workload reduction since content changes, validation, and approval can be managed quickly and efficiently.

The IWCO Direct 1to1 solution offers a centralized platform to create marketing communications for all channels and can efficiently deal with change management by housing all business rules and logic to drive personalized dynamic content. This configurable and powerful solution offers our clients an integrated workflow to create and manage all marketing communications.

For more information on the IWCO Direct 1to1 solution and how DCM can help your organization, contact me here. Maybe we can meet for coffee. I promise not to judge what you order.

link https://www.iwco.com/blog/2019/09/10/how-to-use-dynamic-content-management-solution/
David Klempke, PMP

Author

David Klempke, PMP

Director, Project Management Office with a BA and an MBA from Augsburg University, along with a Project Management Professional Certification from the Project Management Institute. Creates partnerships between clients and IWCO Direct teams to achieve results that exceed expectations. Avid kayaker, traveler, college instructor, lifelong learner, and sports enthusiast with moderate expectations. (Minnesota will do that to you.)

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