Digital asset management (DAM) is already established as a must-have in sales and marketing. Indeed, DAM has become the veritable beating heart of the marketing ecosystem, where internal teams and third party partners can access and use the brand guidelines and marketing materials they need at any time, anywhere.
But now powerful new influences are coming into play to boost sales and marketing performance yet further – the rapid adoption of the enterprise mobility principle and the dynamic growth in native app technology.
The pace of change has been accelerating dramatically since Apple launched the iPhone a decade ago. KPCB research reports that laptop usage has now plummeted by 90 per cent in favour of mobile devices. And Gartner reckons that, while employees in today’s digital workplace currently use an average of three different devices in their daily routine, this will increase to five or six devices as technologies such as wearable devices and the Internet of Things take up the running.
It’s certainly no accident that the ‘bring your own device’ (BYOD) model is trending strongly in IT consumerisation all over the world. A multi-market survey by Ovum reveals that 79 per cent of employees in high growth markets believe constant connectivity with work applications enables them to do their jobs better (53.5 per cent in mature markets).
Thus, business is recognising this changing behaviour as a growing opportunity to transition the way we operate by prioritising mobile devices in our professional lives. Though enterprise mobility is still at an early stage of maturity in the business world, interest is accelerating and mobility is being elevated to strategic level.