The technology trio for better, faster content

Ari Sheinkin is a disciple of integration. But at one point, the vice president of global experience engine at IBM confesses that their 171,000 assets were housed in 40 different repositories, each with countless box folders and desktops. And that presented huge challenges. ‘Our best content wasn’t getting in front of our customers,’ he explains. In today’s digital economy, enterprise marketers must manage hundreds of thousands – even millions – of assets to meet the demand for new, relevant and highly personalised experiences at every click. And they must continually create new assets at breakneck speeds. It’s a never-ending challenge. Yet it’s just one of many that brands face. A survey by IO Integration found that the top two challenges for creative operations on marketing teams are 1) lack of workflows and processes and 2) bottlenecks and wasted time – which often result from outdated practices.