In just a few years, the tourism and leisure sector has become one of the most digitized. Constantly evolving, the tourism industry needs to be ever more present and offer innovative content to differentiate itself, and simply share it. Indeed, in this highly competitive market, tourism and leisure players have to "stand out" from the multitude of offers proliferating on the Internet. Consumers are no longer simply looking for a destination, a weekend outing or a sporting activity; they're looking for an experience.
Customer experience has become the key to success in this sector, and feedback from customers, the press, partners... is a major issue. A single goal: to attract, inspire and convey strong, differentiating values. Managing your reputation and brand awareness is now the main focus of your communication and marketing strategy.
To do this, we need to keep in mind the new uses of the tourism and leisure sector: virtual and interactive tours, instantaneous distribution of photos and videos to social networks, live videos, podcasts... We need to vary the content, share as much as possible and give the impression of being there and experiencing something out of the ordinary.
But be careful not to get lost. Multiplying your communication media and online presence requires a well-honed communications strategy. You can't lose sight of your brand identity if you want to stand out from your competitors and be recognized in a matter of seconds. Whether it's your staff, your partners, the press or your potential customers, they all need to be at the heart of a targeted communications strategy, with a discourse adapted to each one.
And how do you find your way around? That's where Digital Asset Management comes in, determined to make your job easier. Today, it's essential to have a tool that can centralize all your digital content, distribute it automatically to the right person at the right time, and integrate seamlessly with your existing digital ecosystem. Your staff will be able to get to grips with it more quickly.
A single space for all your communication media
A Digital Asset Management tool allows you to manage all types of media you may need for your communication: images, videos, documents, 3D content, podcasts, GIFs...
What's more, drag and drop from your DAM 's home page allows you to integrate your media in a matter of seconds, whether from your computer or your mobile. The DAM retrieves your files' metadata and automatically identifies whether your media has already been uploaded, to avoid duplication and confusion in your files.
As a result, you have a single, centralized content repository, optimizing your media search time and avoiding the scattering of content across different servers, storage space and so on. This is useful for all your communication activities, and for updating your websites. You can also ensure that your graphic charter is used correctly, with content that is always up to date, and that your brand image and messages are consistent.
Now that your tool is in place, your communication materials are ready for distribution.
Automatically deliver the right messages, at the right time, to the right place
A digital asset management tool offers numerous distribution channels. You retain control over what you choose to show or not, you have traceability and you know who can access which content. Directly from the DAM, you can push your media to your social networks, websites, partner or booking platforms.
In your sector, setting up a brand portal will be a major ally for your internal and external communications. In fact, this distribution portal will enable you to make certain media available, depending on the audience you wish to reach (press kit, photo report, live videos... for your partners, the press, your employees or even your customers).
In addition, your brand portal must provide access to your brand content. A specific area should enable your communicators to find the right logos, fonts, templates and presentation guidelines.
Use the right media, in the right format
The DAM can automatically generate different preview formats for your content, so you can view and read them easily and save time.
The tool must be able to generate different image formats based solely on the original imported format. The Keepeek DAM can generate thumbnails on the fly, so as to offer the right content to end users: web format, social networking format, mobile format...
Integrate your entire ecosystem into this new digital strategy
At first sight, the acquisition of a Digital Asset Management tool may seem to shake up your company's existing organization, and it's understandable if you're a little apprehensive about getting your staff on board.
But in reality, the DAM is an ally that can be perfectly integrated into your daily life: it integrates into your existing digital ecosystem by connecting to your everyday tools (Office suite, Google Drive, Adobe Creative Cloud, CMS... ). The DAM connects to all your tools thanks to plug-ins which, from within your applications, can search for and integrate your media directly into your graphic and office creations.
Connection and synchronization with your business tools(PIM, ERP, company directory, etc.) will be managed by a project manager who will coordinate the technical contacts (developers, testers and operations managers) and guarantee compliance with the specifications, schedule and quality of specific developments.
This way, you don't destabilize your staff by imposing a new way of working, but rather add a tool to their daily lives that will facilitate the management of all your digital content.
Would you like to find out more about the benefits of DAM for the leisure and tourism sector?
