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Recommendations for Complex Digital Asset Management
The document discusses the challenges and solutions related to enterprise digital asset management (DAM), highlighting the importance of optimizing content creation, management, and distribution across various channels to enhance customer engagement and operational efficiency. It outlines key characteristics of an effective DAM system and presents ROI arguments for its implementation, such as improved productivity, increased revenue, and reduced risks associated with asset licensing compliance. Additionally, case studies illustrate successful DAM applications in industries like advertising and fashion, emphasizing configurability and integration capabilities of platforms like Nuxeo.
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Recommendations for Complex Digital Asset Management
- 1. ANALYST WEBINAR Recommendations forCOMPLEX DIGITAL ASSET MANAGEMENT
- 2. PRESENTER MELINDA CORMIER Sr.Director, Digital Marketing & Brand Strategy Nuxeo Melinda manages strategic marketing initiatives to increase brand awareness and market share for Nuxeo. She manages digital marketing campaigns and analyst relations, as well as directs messaging for thought leadership articles, customer experience optimization, and the engagement process for prospects and clients.
- 3. GUEST SPEAKER MELISSA WEBSTER Program VicePresident, Content and Digital Media Technologies at IDC Melissa Webster leads IDC's Content and Digital Media Technologies research program. This program tracks, analyzes, and forecasts markets and trends in document and content management, records management, web content management, digital asset management, and document and rich media (audio, video) authoring and publishing software.
- 4. Enterprise Digital AssetManagement: Future-Proof Your Strategy Melissa Webster VP, Content & Digital Media Technologies, IDC September 28, 2016
- 5. Digital Transformation –Hot Topic in Every Industry Powered by the 3rd Platform (cloud, mobile, social, big data); accelerated by emerging technologies Digital transformation is… the alignment of technology and business models to engage digital customers at every touchpoint in the customer lifecycle.
- 6. Digital Transformation: Omni-ChannelExperience Marketing Sales Support Website Landing Pages Mobile Email Search Social Media Blogs Direct Mail Print, TV, Display Word of Mouth Website Statements Email Newsletters FAQs Contact Center Forums Social Media Blogs Blend of Traditional & Digital Channels Mobile Customers New Service Channels Brand Discussions in Social Networks
- 7. Growing Volume ofDigital Assets Required to Support… § Different customer segments § Different markets, geographies § Myriad channels § Dozens of different devices/screens § Different contexts § All phases of the customer journey Creation Loop Loyalty Loop BUY OWN
- 8. § Rise ofcontent marketing § Blogs, content syndication, social media § Digital asset distribution to partners § Need for rich product information for merchandizing – “3 views and a cross-section” § “How-to” videos that help customers buy and use products Customer Experience Content must be engaging, persuasive, and relevant: Growing use of images, video, audio, multimedia
- 9. § Employee careertraining § Compliance & certification training § Sales training, new product launches § Channel enablement, partner training § Training for services/support personnel Employee & Partner Experience Content must be engaging, persuasive, and relevant: Growing use of images, video, audio, multimedia
- 10. Marketing Is UnderPressure To Do More § Marketers are under pressure to deliver more campaigns in the same amount of time. Their campaigns must be consistent across channels and geographies while enabling: • Contextualization • Localization • Personalization “We are centralizing marketing to ensure consistent branding worldwide. But our message needs to be local. We need a way to localize our assets for our individual markets.” “We want to leverage big data to define and target customer segments with appropriate messaging and offers. We need our digital assets to conform to those segments – in real time.”
- 11. Sales Is UnderPressure To Close Deals Faster § Sales people need instant access to approved assets – in the right format for outreach to prospects: • Marketing collateral • Presentations • Templates for correspondence • Proposals, quotes, price lists • Video testimonials • Canned demos “We struggle today to connect what marketing produces to what the sales people on the front lines need at their fingertips. They don’t have time to search – and we don’t want them using assets that are out of date.”
- 12. Support Is UnderPressure To Build Loyalty § Support/service teams need instant access to approved assets – in the right format – to maximize retention and inspire advocacy: • Service & support content that enables self-service • Relevant offers • Rewards for loyal customers • Content for social channels • Templates for correspondence “Our customers are digitally savvy. We need to engage them wherever they choose to interact with us – whether on our own Web site, Facebook, Twitter, or some other channel. Serving up relevant content – to customers, and also to our support staff – is key to enhancing customer loyalty and building advocacy.”
- 13. The Cost ofAssets Is Growing § Content creation costs: • Internal creative teams • External agencies § There is significant waste in creative/marketing budgets from duplicative efforts Budgets for content creation won’t keep up with demand in organizations that fail to optimize spend. “We discovered we had two different designers retouching the exact same image for two different campaigns." “We justified our investment in DAM on the basis of saving just 5% of our external agency spend. And we know we can do much better than that.”
- 14. Need to EnsureRights Compliance The costs of a high-profile rights violation can exceed the cost of a DAM implementation “We discovered a key European distributor was using a 5 year old celebrity campaign. Ouch!” RISK $$$ § Organizations also need to ensure compliance with content licensing rights: • Stock art – photos, illustrations, videos • Assets that have model rights/residuals • Celebrity shoots
- 15. Need to ProtectIntellectual Property § New campaigns/advertising § Unannounced new products, pre-launch § Confidential company/brand initiatives Leaks of product, service and advertising announcements adversely impact share price and market value
- 16. The Content SupplyChain
- 17. Diverse Stakeholders forEnterprise DAM Internal and External Marketing Sales Service/ Support R&D, Manu- facturing LegalFinance HR Operations Communi- cations, Community AffairsChannel Partners Suppliers Agencies Others IT DAM Admin/ Librarian
- 18. Content Assets inMyriad Formats & Renditions § Image resolutions from thumbnail to high quality photography § Videos in different resolutions (SD, HD, UHD), bit rates, frame rates, formats § Illustrations, vector graphics, 2D and 3D models,360s, PDFs, etc. § Web, mobile, IoT… Demand for new renditions will only grow with personalization and new digital channels
- 19. Enterprise Digital AssetManagement is Critical for: § Managing global launches § Sales & channel enablement § Customer support readiness § Customer self-service § Ensuring control over intellectual property, brand identity, trademarks § Ensuring currency for all brand assets – wherever used § Managing product packaging IN MANY ORGANIZATIONS, DIGITAL ASSETS ARE SCATTERED ACROSS MANY SEPARATE SYSTEMS/SILOES
- 20. 5 Key Characteristicsof an Enterprise DAM #1 Supports all of the people who create, manage, govern, transform, or publish digital assets – including external participants: • Marketing, ecommerce, digital experience, and creative teams • Interactive and advertising agencies • Sales • Customer support/service • Supply chain partners, distributors • Communications, public affairs • R&D, engineering, manufacturing, operations • Legal, finance, HR, other G&A teams Configurable UIs, granular security/access controls
- 21. 5 Key Characteristicsof an Enterprise DAM #2 Supports all of the workflows involved in creating, managing, governing, transforming, and publishing digital assets: • Team coordination, collaboration, task management • Markup; review, approval • Search, collation, collections, and asset reuse • Distribution of assets to internal and external stakeholders • Publishing • Asset lifecycle, disposition Robust, configurable workflows – that can be tailored to the business. Assume needs will change!
- 22. 5 Key Characteristicsof an Enterprise DAM #3 Supports all types of digital assets: • Image, audio, video, vector graphics • 360, 3D, HD, emerging formats • Documents (text, spreadsheets, presentations) • And more… With capabilities such as: • Previewing, annotation • Automated/on demand transformations/renditions • Collections. Ability to map interrelationships between assets/versions. Flexible support for metadata, complex data models – which will evolve!
- 23. 5 Key Characteristicsof an Enterprise DAM #4 Provides license management, IP protection: • Granular rights management to ensure contract compliance and adherence to business rules • Automated notifications on license expiry • “Where used” reporting • Auditing/tracking of actions on assets (view, share, upload, download, etc.) • Expiry and disposition Built-in support for license management, retention and expiry
- 24. 5 Key Characteristicsof an Enterprise DAM #5 Architected for integration, extensibility, scalability, performance: • Customizable user interfaces for different types of users • Customizable workflows • Customizable data model • Pluggable architecture for extensibility • APIs for integration with other enterprise systems • Scalable, performant, reliable, and secure Architected for extensibility and integration with a wide array of enterprise applications
- 25. Making the ROICase for DAM: #1 Improved Productivity § Reduced time searching for assets: Quickly and easily find the right assets – in the right format/ rendition § Access to collections of assets that are pre-packaged for campaigns, sales enablement, etc. (consistent and complete) § Benefit of others’ experiences – what works, what doesn’t. Assets surfaced automatically through rating, comments, etc. “Thanks to our DAM, marketing can quickly find all approved assets – one click gets them to the folder with everything we’ve created for a new campaign, ready to use.”
- 26. Making the ROICase for DAM: #2 Increased Revenue § Launch more campaigns in the same period of time, increasing conversions and revenue § Deliver tailored brand portals to distribution partners • The right products • The right packaging • The right campaign and merchandizing materials § Accelerate global launches – and time to revenue “We have thousands of distributors – from mom-and-pop pro shops to big box stores. All need access to our assets.” “Before DAM, our overseas launches lagged by 3 months or more.”
- 27. Making the ROICase for DAM: #3 Reduced Costs § Optimize creative spend by eliminating rework, duplicative effort • Internal staff costs • External agency spend “We have thousands of distributors – from mom- and-pop pro shops to big box stores. All need access to our assets.” “We have eliminated a lot of duplicate effort. And our DAM captures everything that our agencies and local marketing groups create.” § Reduce the cost of provisioning assets to distribution partners via self-service
- 28. Making the ROICase for DAM: #4 Reduced Risk § Manage rights and ensure license compliance – whether stock photography, images/videos with paid models, or high-end celebrity shoots § Control the use of licensed content § Ensure brand consistency and compliance worldwide – while allowing local customization “DAM has given us control over the review/approval process and brand consistency worldwide.” “We license all kinds of content. Now we have a way to keep track of expiry dates – and ensure that all assets used in our campaigns are current.”
- 29. Making the ROICase for DAM: #5 Content Supply Chain for the Extended Enterprise § Collaboration across internal/external teams § Supports marketing, sales, channel management § Supports manufacturing, production, distribution § Many other departments benefit “Many other departments are benefitting from our DAM – not just marketing, sales, and partners but also legal and HR. Even the mailroom needs access to our logos and brand assets.”
- 30. Summary: Making theROI Case for DAM § Increased staff productivity § Increased revenue, quicker time to value § Reduced asset creation costs § Reduced risk § End-to-end content supply chain that supports the entire business Most organizations focus their ROI case on 1 or 2 “hard dollar” metrics.
- 31. Getting Started 1. Appointa champion, identify stakeholders, define business goals 2. Obtain executive sponsorship and funding 3. Gather requirements, establish processes and governance 4. Evaluate solutions 5. Implement in phases, with ROI at each phase
- 32. Choose a SolutionThat: ü Is easy to use – adoption is key ü Addresses broad range of enterprise needs ü Is easy to implement – and easy to integrate with other systems ü Is powerful, scalable ü Is flexible and adaptable. Needs will change over time! ü Comes from a trusted provider Look for a vendor with a proven track record: Solid product, implementation help, and great support.
- 33. CASE STUDY INDUSTRY: ADVERTISING CHALLENGES Top tenranked global advertising network that provides strategic advertising and media planning services to global clients. • Manage all client adaptions for worldwide campaigns • Improve communication and distribution of marketing assets to local agencies • Replace the homegrown GAME (Global Adaptation Management Engine) application SOLUTION • Developed the new GAME application in just 3 weeks using Nuxeo Studio • Improved collaboration during the asset creation process • Provided a comprehensive tool for clients to manage and supervise internal processes • Integrated with existing systems – no rip & replace • Automated many mundane tasks
- 34. CASE STUDY INDUSTRY: APPAREL & FASHION CHALLENGES Leaderin custom graphic apparel. Recognized as a progressive and creative supplier of licensed and private label fashion for key retailers. • Eliminate reliance on spreadsheets, emails, and file shares • Better manage core production processes and digital assets • Create advanced workflows for cross department collaboration and approvals • Integrate with Adobe CC SOLUTION • New DAM system manages the core production processes from licensing management, to presentation brochures, to work orders and more • Utilizes the complex data model for contract management and work orders • Integrates with Adobe CC for immediate access to approved creative assets
- 35. NUXEO PLATFORM HYPERSCALE DIGITAL ASSETPLATFORM Global organizations can easily manage complex digital content at massive scale to drive business value across the organization. • Configurable: Easily customize the platform to your match your workflow, use cases, and business model • Modern Architecture: Pluggable platform with flexible deployment options (on-prem, hybrid, cloud) • Extensible: Cloud file-sharing services, CRM, Adobe CC, document capture, image recognition, cloud infrastructures, and more • Advanced Media Management: Bulk import, conversions, video transcoding, renditions, annotations, automated video storyboarding, thumbnails, and more
- 36. NUXEO STUDIO EASY CUSTOMIZATIONS The web-basedtool provides an easy-to-use graphical interface to configure Nuxeo Platform applications. • Define/Update the Content Model: schema-flexible, content templates, custom metadata, lifecycles, form structures, etc. • Create Advanced Workflows: integrated workflow engine for complex processes • Automate Processes: implement business logic using content automation chains • Administration: easily assign new user permissions, authentication, install updates, manage projects, etc.
- 37. THANK YOU MELINDA CORMIER Sr.Director, Digital Marketing & Brand Strategy at Nuxeo MELISSA WEBSTER Program Vice President, Content and Digital Media Technologies at IDC For more information, please visit: www.nuxeo.com