How centralized collections of brand marketing assets and the automation support of marketing communication projects increases operational productivity of marketing, sales, Web production and creative teams.Growth-oriented firms with increasingly diverse and demanding marketing operations now need more effective ways of engaging potential buyers across multiple markets, communication channels and collateral presentation formats. This means that marketing operations must cover online and traditional print, broadcast, packaging, in-person and point-of-purchase brand/customer touchpoints.
Efforts to develop more effective global multichannel market communications often run into two operational barriers: the lack of a centralized collection of marcom assets (finished material, reusable media components and publishing templates); and inadequate or outmoded automation support of marcom projects. This support extends beyond email with attached documents for the conceptualizing, producing, reviewing and publishing of marketing content to their global multiple channels and customer segments.
In practice, increasing productivity of marketing operations entails the automation of redundant, manual procedures as activities and offline tasks that marketing staff and vendors perform over what we call the "marcom assets lifecycle."
This monograph examines how effective automation enables brand marketers to speed the localization, customization and personalization of marketing communications to particular market segments and customer requirements, achieving higher levels of engagement and sales conversion. In particular, we will explain how the reuse of visual marketing assets—images, designs, presentations, spreadsheets, documents, PDFs, videos and animations—in the production of Web marketing content and finished marketing materials delivers solid economic returns.
Enterprise DAM in Marketing Operations
Economic gains. Economic gains come in four forms. Our benchmark of EDAMs indicate that on average global enterprises realize the following of total value realized:
While these figures may provide high-level support of the case for enterprise DAM in global marketing operations, often senior management requires deeper, more granular proof of value.
Operational gains. Economic gains of EDAM spread throughout an enterprise. The figure on the adjacent page also depicts five areas in which enterprises realize operational gains from total value realized of EDAM:
The totality of operational gains from EDAM not only translate into economic gains previously explained; these operational gains also result from productivity gains.
Productivity gains. Economic gains of EDAM come from doing more with less time, energy and cost—higher productivity! The figure also depicts five types of productivity gains of the total value realized of EDAM:
Solution Fixtures of EDAM
Thus, the solution fixtures depicted incorporate most of the 30 to 80 function points that, nonetheless, produce all or most of the economic value of EDAM.
This last point—that 30 to 80 function points produce most of the economic gains—calls attention to the solution fixtures of the "integrate" phase of a digital asset lifecycle: the often critical need for a robust content service platform model and professional services by which to unlock progressively more value from the technology as the enterprise matures in its use of digital assets.
When considering an EDAM for a medium-to-large enterprise, the solution of fixtures of the "integrate" phase will ensure three desired results:
Interwoven MediaBin™ is a market-leading digital asset management (DAM) product line that enables organizations to manage the thousands of digital assets and marketing content used to promote their products and brands. MediaBin enables extended marketing teams to catalog, manage, transform and distribute digital assets, including photographs, logos, CAD and 3D drawings, audio, video, datasheets, advertisements, presentations and documents.
Interwoven is a global leader in content management solutions. Interwoven’s software and services enable organizations to effectively leverage content to drive business growth by improving the customer experience, increasing collaboration and streamlining business processes in dynamic environments. Our unique approach combines user-friendly simplicity with robust IT performance and scalability to unlock the value of content. Today, more than 3,900 enterprise and professional services organizations worldwide have chosen Interwoven, including: Adidas, Airbus, Avaya, Cisco, DLA Piper, the Federal Reserve Bank, FedEx, HSBC, LexisNexis, Microsoft, Samsung, Shell, Samsonite, White & Case and Yamaha. To learn more about Interwoven, please visit www.interwoven.com.
Excerpted from the 44-page thought-leadership white paper, DAM-enabled Brand Marketing Processes sales, web production and creative teams with centralized collection of brand and marketing assets and automation support of marketing communication projects. To receive a complimentary copy, visit www.interwoven.com.
|Posted Oct 30, 2007|