Digital content creation and management: the levers of unprecedented digital experiences and opportunities

As more and more operations and transactions move online since the onset of the health crisis, there is an increased need for technology to deliver the right digital experience. In particular, the myriad of content that the enterprise creates and uses must be nurtured into a quality digital experience for users – whether customers or employees. In addition to helping companies adapt, cutting-edge content creation and management tools are generating new, high value-added uses.

Customer experience has become the top priority for companies, even ahead of data management. This is confirmed by the Digital Transformation Trends 2020 report from Adobe and Econsultancy: as digital transformation accelerates in the context of a pandemic-imposed distance on all fronts, this experience is becoming ever more digital, personalized, and real-time.

The digital experience of the company’s employees is not left out. Companies have had to reorganize the collaborative work of their employees, who have been forced to work remotely, or at least in a hybrid mode, by the health crisis. While the challenge is to enable everyone to work in a fluid, productive and collaborative way, it is also about making the company attractive to the best talent – the challenge of the next five years for 43% of executives, according to the research organization The Conference Board.

Companies must therefore adapt to this new digital reality. In this context, content creation represents the main opportunity according to the respondents of the Adobe and Econsultancy report – which means it must be agile and fast, without sacrificing quality.

Pros: agility and new uses for content

Providing a quality digital experience for working with the myriad of business content is a challenge: “80% of companies still rely on paper-based processes,” says Annaig Vigouroux, EMEA Partner Marketing Manager at Adobe. “Moreover, content is subject to countless operations: printing, scanning, distributing, sharing, validating, signing… And it concerns all departments of the company.

The solution lies in state-of-the-art content creation and document flow management tools. By optimizing their existing solutions, companies can rely on the functional richness of these tools and their collaborative platform environment in the cloud. The most efficient tools also offer compatibility with numerous applications, which they can easily integrate with, and embed artificial intelligence to automate a maximum number of processes.

More than just helping companies adapt, these tools offer a springboard for inventing new uses. “This is particularly true of AdobeSign, which allows users to sign online in a legal, standardized manner, with processing times 28 times faster when the solution is integrated with Microsoft applications. But this new tool opens the way to multiple use cases, such as the creation of online forms, internal validation of content, etc.,” emphasizes Annaig Vigouroux. And, as a bonus, it’s a great way to save money and protect the environment.

On the customer side: exceptional digital experience thanks to visual creation

Digital content shapes customer touchpoints when it is not the heart of the digital experience. Therefore, companies are using high-flying visuals – images and videos – to push the limits of the digital experience.

For example, in e-commerce, new-generation visual creation tools offer customers a 3D view of products, with the possibility of zooming in to check a texture or finish. The visual alone enhances the online shopping experience and gives the company a major bonus to accelerate sales and stand out from the competition. A feat that would remain impossible without agile and powerful cutting-edge tools. An example is Adobe’s Creative Cloud: “This suite includes more than twenty visual creation tools that allow you to work with precision, speed up modifications and carry out all types of creation, from motion design to 3D”, explains Annaig Vigouroux.

These visual creation possibilities are of interest to many sectors such as advertising, multimedia, or e-commerce to adapt the customer experience to an online format, but also to anticipate needs with new offers. This is the case for virtual tours of real estate, cultural sites, or student campuses to fuel the decision to buy or enroll. These use cases have been boosted by health restrictions. However, they hold arguments of speed, ease and return on investment to endure in the future in online, physical or hybrid work and consumption.

Would you like to get more information about digital content creation and management? Contact our experience team today.

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