Content Velocity

If you’re ready to move from marketer to experience maker, you’ve come to the right place. Here you can dive into a curated collection of study materials, organized into five lessons. And learn to deliver deeply relevant, easily adapted, and carefully timed content  — faster than ever.

Before T-Mobile became the “uncarrier,” they were just another provider fighting for a piece of the wireless pie. Then, in a move that turned the industry on its head, they ditched contracts and phone subsidies and focused on delivering the experiences customers want.

That bold move is paying off. Under the guidance of experience maker Giles Richardson, the company is now centring everything they do around the customer experience — complete with digital solutions to ensure the content gets to the right people at the right time. “Content velocity is going to become increasingly more important at T-Mobile,” says Richardson. Already, they’re giving more people in the company the ability to create and deliver experiences live.

Giles Richardson

We work at an incredible pace, launching stuff and iterating very, very quickly. We’re able to pivot really rapidly, where we take a concept, rough it out, and get it into production in a scary, small amount of time.”
— Giles Richardson, Former Global Director of Marketing, T-Mobile


Master this marketing art to do the same for your business.

We've organized customer experience study materials into five lessons. Apply what you learn to your current situation, then dive deeper into the next lesson.

 

 

01 | Build a foundation.

According to IDC, 85 per cent of companies are under pressure to create assets faster. And 71 per cent are creating over 10X more assets to meet customer demand for just-in-time experiences that flow across screens, channels and geographies.

T-Mobile felt the same pressure and knew they needed to expand their foundation to support the demands of being an experience business. Since implementing a data asset management (DAM), they’re able to discover, manage, create, personalise, deliver and measure performance of their content at scale and speed. Only by laying this kind of foundation will you be ready to immerse yourself in the techniques and tools that empower content velocity.

Explore how the right system will help you use content created for any channel to power experiences across the customer journey.

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Become a content speed demon
Read the report (7-10 min.)

 

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“The sort of digital experiences our customers want to see are getting very, very tough to achieve. The expectation is just at an all-time high and it’s getting bigger every day.”

— Giles Richardson


 

02 | Add DAM Capabilities.

As a mobile carrier, delivering a compelling mobile experience is a top priority for T-Mobile. So high on their list of capabilities was support for responsive design. To truly achieve content velocity, you also need the ability to master multiple channels, streamline workflows, perfect personalisation and gain insights that help you to improve performance. A next-generation digital asset management platform (DAM) can help you do all this.

A dynamic DAM provides the critical toolset for your team to work more productively and securely and allow rich, relevant content to flow faster across channels. You also need feedback and intelligence on audience reactions — how your assets are being consumed and which experiences work — so you can continually aim for the optimal response.

Learn more about how a DAM can enhance workflows, automation, security, and personalisation to speed delivery of memorable digital experiences. 

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Digital Asset Management Does More Than Just Manage
Read more (5-7 min.)

“We have a series of tools that allow us to understand what parts of the experience aren’t working. And then go in and fix those things in real time.”

— Nicholas Drake, Senior VP, Digital Transformation, T-Mobile

 


 

03 | Explore possibilities.

To manage the explosion of content, marketers must have a state-of-the-art DAM. By asking questions and investigating critical issues, you can select a DAM that helps scale content creation, enables re-use and supports omnichannel delivery of amazing experiences on the fly.

T-Mobile’s DAM allows them to simply drag and drop assets into templates, quickly building pages around images, snippets of code, text and other components. Your training now calls on you to assess where you are and which requirements and capabilities you need. Your goal: to drive remarkable content to each of your customers and prospects exactly when they’re looking for it.

 

Evaluate DAM solutions using Forrester’s report on 30 criteria.

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The Forrester Wave™: Digital Asset Management for Customer Experience, Q2 2018
Read the Forrester report (7–10 min.)

Goal 4 | Explore possibilities.

 

04 | Learn from leaders.

In addition to the inspiring work T-Mobile is doing, there are other great examples from all kinds of industries that can help you up your content game.

They set a series of small goals to achieve that, including rebuilding their online banking platform. The two major tools that are contributing to their success are Adobe Experience Manager, which increases the speed at which they can deliver experiences and Adobe Analytics, which helps them to ensure every customer gets the experience that is most useful to them.

Goal 4 | Explore possibilities.

   


 

05 | Prove business value.

The ultimate proof is your audience response. But before you can prove your ability to deliver personalised campaigns at breathtaking speed, you’ll need to put the final touch on your training — building a business case that shows the ROI from investing in a DAM.

For example, IDC reports an average of $3.17 million in savings every year per organisation over three years ($10,838 per Experience Manager Assets user). For T-Mobile, the proof was in their higher click-through rates and average order value and in their meteoric rise from last to first place in JD Power and Associates’ Wireless Customer Care Performance rating for full-service mobile carriers.

You can start by learning how companies have accelerated time to value, reduced risk from outdated and unapproved assets and increased ROI. Make sure that you note the substantial gains they’ve achieved in content velocity, time to market and team productivity.

T-Mobile boosted click through rates for phones by up to 16% and average order value by up to 56%.

Giles Richardson

About the experience maker

Giles Richardson

Those who’ve worked with Giles Richardson will tell you he’s a forward thinker. Proactive director. Inspirational manager. And avid sailor. Giles has spent the last 15 years working in data-driven measurement, optimisation and personalisation of the digital experience. While at Royal Bank of Scotland, he masterminded the hugely successful “Digital DJs” programme that put data and tools in the hands of marketers to create digital journeys. T-Mobile saw what he was doing and asked him to bring his experience maker skills across the pond to Seattle — a place he now happily calls home.

Adobe can help

We have the automation and smart tools you need to deliver deeply relevant, easily adapted and carefully timed content — faster than ever.

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Don’t stop now. Master another marketing art.

Now that you’re an Experience Foundation expert, it’s time to take on a new marketing art. Choose one below, then work your way through that collection of guides, videos, inspiration articles and more — all created and curated by Adobe experts to help you to become an epic experience maker.


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