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How digital asset management can help achieve marketing executives top priorities
How digital asset management can help achieve marketing executives top priorities
In a survey sponsored by ClickSquared, The Relevancy Group recently asked 360 U.S. marketers about their top three priorities for the upcoming year. The top priorities identified by the marketers are listed in the table below. The numbers add up to more than 100 percent because each marketer named more than one priority.
Priority
Percent 35% 30% 20% 19% 18% 17% 17% 17% 15% 9%
. 1 Improving segmentation and targeting . 2 Integrating into social channels, leveraging social data . 3 Increasing relevancy via dynamic content
4 Centralizing our customer data and making it actionable
The information gleaned from marketers across the country tells us an interesting story about where the market is today and where it is headed, Todays marketers are often working in silos, seldom sharing best practices or customer data across their organizations. Marketers are searching for a way to better aggregate customer data and improve communication.1
said David Daniels, co-founder and CEO of The Relevancy Group.
Of marketers top ten priorities, five can be effectively addressed with digital asset management software. DAM software can help make segmentation and targeting decisions actionable by providing front line marketers with easy access to digital assets that makes it easy to deliver different messages tailored to segments they are addressing. Digital Asset Management systems are gaining further traction within the marketing organization as foundations to creating connections with customers. Not only does DAM support the ability to distribute images, The Relevancy Group Survey Reveals Top Priorities for Marketers in 2011; 69% Report That They Would Like to be Using a Cross-channel Campaign Management Suite, Click Squared Press release, July 26, 2011.
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How digital asset management can help achieve marketing executives top priorities
videos and marketing materials to sales and marketing reps interfacing with their customers, but DAM systems are now connecting digital assets direct with the customer. The most advanced DAM systems aid integration into social channels by enabling marketers to publish and post assets to those networks directly from the DAM platform, eliminating the time-consuming process of downloading assets from the library, going into the social platform and uploading to post. DAM enables dynamic content by providing one-file management of digital assets that can be accessed by dynamic content engines to provide a custom experience to customers. DAM improves response attribution by providing a centralized repository for digital content. DAM also helps marketers centralize marketing applications into one suite by managing each digital asset throughout the complete digital asset lifecycle. This white paper will tackle each of the five marketing priorities that can be addressed with the implementation of DAM systems. Well lay out the obstacles that stand between you and your goals, and fill you in on how DAM can help you overcome those obstacles.
How digital asset management can help achieve marketing executives top priorities
KeyFruit points out that DAM systems can also help improve the quality of creative content. Arming the creative team with a digital asset management system offers greater efficiency, access to a host of materials, and information about the content such as when and how it was used, rights and permissions, and its association with other stored and catalogued assets. Thus, allowing for more time spent dedicated to the core function of developing highly creative, quality, brand conscious and memorable marketing deliverables.2
Meet DAM, KeyFruit Inc. white paper. Social Media Marketing by the Numbers Infographic, 4 Customer Data, Social Media Top Marketing Priorities for CMOs Worldwide, eMarketer, November 1, 2011. 5 What Encourages Facebook Engagement, eMarketer, November 8, 2011.
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How digital asset management can help achieve marketing executives top priorities
How digital asset management can help achieve marketing executives top priorities
Lots of vendors recognize that repurposing assets is one of the primary sources of DAM ROI. Widen Enterprises, for example, created a DAM metric called the repurposing ratio that helps marketers understand just how much their DAM systems are helping them get returns on asset creation and avoid redundancies.
DAM software can free additional revenues by reducing the time required to get new products to market. DAM makes selected subsets of your organizations digital assets available to authorized users such as your own marketing team, sales representatives, channel members and publications. The ability to easily find and utilize digital assets can reduce the time required to implement the marketing campaigns required to launch a new product, reducing time to market. Calculating the labor costs of inefficient DAM processes is an important first step in understanding the benefits you could get from supporting your marketing workflows with the right DAM software. These numbers are hard to pin down, but even estimates will start you down the path to laying out more specific DAM requirements for vendors to meet.
How digital asset management can help achieve marketing executives top priorities
Conclusion
One of the keys to overcoming your marketing challenges is the ability to effectively manage and utilize digital assets whose importance in the marketing process is continually growing. DAM can help marketing executives achieve their goals by helping the extended enterprise identify and utilize digital assets to enhance communications with customers and prospects. DAM software also streamlines the process of identifying and distributing assets according to segmentation, file conversion to fit social network posting restrictions, dynamic content delivery and response attribution. Perhaps most importantly, DAM software allows you to repurpose time and talent, so you can hone in on your message and strategy rather having them tied up in digital housekeeping.