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New Survey Says an Omnichannel Approach is Crucial to Visual Media Strategy Success

The lines between in-store and online experiences have blurred for the modern consumer. Now, delivering an exceptional online shopping journey is crucial for brands. Achieving this isn’t easy, especially for large enterprise organizations grappling with the management and optimization of their image and video assets.

In partnership with CMSWire, Cloudinary conducted a comprehensive survey of IT leaders at enterprise-level organizations to uncover the biggest challenges in visual media management to identify potential solutions. The results revealed the hurdles organizations face and the strategies they’re employing to overcome them.

The survey revealed that the top three challenges for enterprises in visual media management are siloed assets and management, dissatisfaction with their CMS, and manual repetitive tasks.

  • Eighty-four percent of respondents cited siloed visual media management as their primary challenge.
  • More than 50% of respondents expressed dissatisfaction with their current platforms, with 57% actively seeking new solutions.
  • Seventy-five percent of executives reported spending over 50% of their time on repetitive image and video tasks.

In addition to these challenges, the survey highlighted some common initiatives among IT leaders as well. For example, a whopping 94% of respondents view omnichannel delivery as crucial to their visual media strategy. By adopting omnichannel strategies, organizations can enhance brand consistency, engage audiences, and drive better business outcomes. 

As a key part of these strategies, many enterprises are focused on improving image and video workflows. Among respondents, 83% say improving image and video workflows is either a critical or a high priority. Enterprise organizations frequently reuse images and videos within new experiences. For 32% of respondents, this is another key part of their strategy.

If the challenges and initiatives highlighted in this survey resemble your organization, here are three next steps you can take to optimize your image and video assets and automate your workflows to deliver an impactful omnichannel experience for your customers.

    As the survey indicates, siloed responsibilities in image and video asset creation and optimization are all too common. To combat this inefficiency:

    • Centralize responsibilities. Assign image and video management tasks to a dedicated team to ensure consistency and collaboration.
    • Standardize processes. Implement standardized file creation and optimization procedures to streamline workflows.
    • Utilize purpose-built tools. Invest in specialized tools that centralize image and video management, reducing the need for multiple platforms.
    • Simplify your tech stack. Consolidate your digital media tools to eliminate redundancy and complexity, enhancing efficiency.

      To ensure that your visual assets contribute meaningfully to your organizational goals, consider these key metrics:

      • User satisfaction. Measure how well your images and videos resonate with your audience and contribute to overall satisfaction.
      • User engagement. Assess the level of interaction and engagement generated by your visual content across various channels.
      • Time to create assets. Evaluate the efficiency of your creation process to optimize resource allocation and improve turnaround times.
      • Brand reputation. Monitor how your visual assets influence brand perception and reputation in the market.
      • Conversion rates. Track the impact of images and videos on conversion metrics to gauge their effectiveness in driving sales.
      • Brand consistency. Ensure that your visual content aligns with your brand identity and messaging to maintain consistency across all touchpoints.

        To combat the time-consuming nature of repetitive tasks and optimize your image and video workflow, consider leveraging automation tools:

        • AI optimization. Use artificial intelligence to automatically detect the best image and video formats for different devices and browsers, ensuring optimal performance without time-consuming and manual edits.
        • Content delivery solutions. Invest in fast and reliable content delivery solutions, such as a global multi-CDN, to automatically enhance website performance and user experience.

        By taking these steps and embracing automation-driven technology solutions, your organization can overcome the challenges of image and video management, paving the way for greater efficiency and more impactful omnichannel experiences.

        Download the full report here to learn more about the statistics, strategies, and solutions we’ve discussed. Or contact us to understand how Cloudinary’s image and video API platform enables organizations to streamline their image and video workflows, optimize performance, and enhance user engagement.

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