Changing customer journey requires orchestration of content

Our lives are increasingly taking place online. This has completely changed the path that potential customers travel before making a purchase. It is difficult to reach consumers through one channel. The appropriate omnichannel strategy in customer communication demands a lot from retailers, supermarkets and wholesalers. Graphit relieves them by efficiently organizing content creation using a software platform.

An example from practice: a multichannel campaign is often started on one specific channel, for example the website. The messages are not yet suitable for print. They need to be adapted - if at all shared with the team responsible for print. In the worst case, the team has to start from scratch.

Call it compartmentalization. Or in the words of Ronald Leusink, partner at Graphit, silos: separate teams within companies that work in parallel on content creation for web, social and print. That content is essential for companies to reach their target audience is widely recognized, he says. "But for many it is a search for a way to do this efficiently."

With an organizational structure consisting of so-called silos, that is not easy: central sources and created content are not used. The use of external parties - freelancers or agencies - slows down the process even more. Different versions of files come from all sides - from mail to WeTransfer - and are stored locally. Time and money are lost.

Critical outsider

But what if you take a step back? If you don't pour content directly into the web mold, but if you have one central platform where everyone works on media-neutral content, which you can send to any communication channel in an instant? Such unconventional solutions require awareness. A team that works the same way for years does not come up easily. That is why Graphit works closely with the customer in the role of a critical outsider. “This is how we take content creation to a higher level. We streamline, automate and centralize processes brand assets.”

In practice, not in the ivory tower

Companies need a conductor who manages the entire content creation process, says Leusink. Basically it boils down to this: "Orchestrating the storage, the people and the channels on which you share content." Graphit signaled this need on the job at various parties. It characterizes the company's pragmatic approach, which has been building bridges between marketing and technology for nearly four decades. The best solutions arise in practice, not in an ivory tower.

“Our consultants are always looking for bottlenecks in publication processes. There is nothing better than working with the customer on a solution that lays a new foundation for it brands. ” This method has been the driving force behind Graphit for 35 years desktop publishing (dtp) not only saw it evolve with its own eyes “from the moment the first Apples came to the Netherlands”, but also changed in the footsteps of parties for whom rich content has become increasingly important. Initially these were the printers, then the advertising agencies and now the brands: the companies themselves. The only constant factor in these developments: Graphit's expertise in content creation.

Automation at the service of the employees

The company shifted its focus from workplace automation to process automation with the platform Publication Organiser as the recent fruit of years of ripening. That platform acts as a conductor: in response to the trends described. It is the “step back” just described. Companies such as Yamaha Motor Europe, Hoogvliet Supermarkten, NCOI Opleidingen, Detailresult Groep, G-Star and Bavaria use it. It helps them organize the communication process efficiently. By way of illustration: the layout of print at Yamaha - published in 26 different languages - is fully automated. This automation is at the service of the employees. The relevant programs, from Photoshop to InDesign, are linked to the platform.

The efficient process lays a solid foundation for effective communication. An important distinction, Leusink emphasizes: “You can call in an agency for effective communication. But that does not make the processes efficient. This last point is our strength. So harmony in the process. ”


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