Marketing Governance

This year, ADAM Softwares annual event named Sync!, is to be held in Ghent (Belgium) on the 30th of January, and one week later in New York on the 7th of February.

Every year, the ADAM event brings together industry experts and ADAM Partners, customers and prospects to discuss how developments in media and marketing technology are changing the enterprise. This year, the focus of the event is community.

Its a place to meet, to think, and to Sync! on ADAM innovation, the future of marketing technology and to exchange ideas with other thought leaders. Customer cases are scheduled from Philips, Viacom and Komatsu.

Tip: dont leave the event without demanding a box of Belgian chocolate.

If you like to attend Sync!, you can register here: New York

DAM, or Digital Asset Management, is an important part of Marketing Resource Management, as our guest columnist Jan Dejosse from ADAM Software frequently stresses.

While marketers produce huge amounts of assets, ranging from images, logos, to video, copy and templates for new campaigns, they tend to focus on the production process, and forget about the end results. Grant Halloran of Orbis Global, an MRM vendor, explains why its so important to manage and file digital assets carefully they are assets in the literal sense of the word: they represent value for the company. Often, assets are scattered in different locations, and difficult to get hold of. A well-organized DAM system can help to regain control of the digital asset library and make using (and, more importantly, re-using!) assets significantly easier.

. .

In my last post, I discussed why durability is important for enterprise-level marketing software and why it directly impacts the value of software solutions. I also noted that the durability of a software solution largely depends on its ability to address unpredictable future needs and that this, in turn, results primarily from how a software application is engineered, on the underlying architecture it uses.

This is the first of several blog posts that will discuss the key attributes that contribute to the durability of a software solution. In this post, I’ll cover scalability.

What is Scalability? The textbook definition of scalability is the ability of an IT system to maintain a specified level of performance as the workload on the system increases. So, in essence, scalability is what enables a technology system to meet growing demands without sacrificing performance. Read More

Corporate branding, simply put, is how a company presents itself to the world. Its a business visual identity: logo, house style, lettering, colors. But it is also a more abstract concept. Its the added value to the company that produces products or delivers services; its the value that it promises to create for its stakeholders, its the uniqueness that creates customer loyalty. Small wonder, then, that corporate branding is a serious point of interest to businesses and requires managers attention.

This is the idea in the Vyre whitepaper: Brand Management: Whats the Bottom line? The paper discusses best practices when it comes to managing corporate brands for marketers and business managers. It takes a look at corporate branding what is it exactly, what does it do and discusses its business importance and its associated business risks. Then the paper examines how a Brand Asset Management solution to help enterprises manage their corporate brands and brand assets better, as well as reduce management costs and reputational risks. Read More

On September 13th, Henry Stewart will host the Chicago edition of their Digital Asset Management event: The Art and Practice of Managing Digital Media. The conference is aimed at marketing and IT professionals wanting to keep up to date about the latest development in Digital Asset Management: the reach, importance and implications of good digital asset management. Now the fifth edition of the event, the organization hosts a new edition, all from the users perspective. The event features presentations, keynote addresses, discussions, case studies, panels and round tables are specially formulated to ensure that you can keep abreast of the latest and the best. Read More

Digital Asset Management involves more than just storing images in a neatly organized library. When it comes to managing a brands logo and media, there are all kinds of legal and financial issues to take into account. What if the wrong rights for an image have been bought? What if it isnt used according to the contract? Rights claims can be astronomical, but the negative publicity is free.

A Digital Asset Management or Brand Asset Management system, as software vendor Vyre calls it, helps marketers to use images in the right way. In the video below (opens in a new window), the Sales and Marketing director and the head of Professional Services from Vyre explain how a Brand Asset Management system can ensure media are always used as they should be.

.

. .

Henry Stewart Publications has recently launched a new peer reviewed magazine on Digital Asset Management:  the Journal of Digital Media Management. The publication is aimed at everyone who is involved in the capture, storage and effective application of digital media assets.

The magazine, which appears four times a year, publishes in-depth articles, case studies and reviews. Topics range from lessons learned in DAM procurement, to the challenges of digital content work flow, and to monetizing digital assets in new and innovative ways. It aims to deliver authoritative, practical content to DAM professionals, that provides genuine thought-leadership on digital media management. Read More

Marketing leaders in large organizations are facing an array of formidable challenges. One of the most difficult is the need to develop and execute relevant, customized, multi-channel marketing programs on an accelerated basis. The reality is, marketing today needs to move at Internet (or even Twitter) speed.

To keep up with today’s rapidly changing marketing environment, one key is to reduce the cycle time required to create and deliver marketing programs. Short cycle times enable marketers to be more responsive to competitive conditions and deliver fresh marketing content on a frequent basis. Short cycle times also indicate that a company is using streamlined and automated marketing processes, which usually means greater marketing efficiency and effectiveness. Read More

Since their inception, digital asset management solutions have focused on helping users catalog, store, find, and retrieve digital content assets. DAM systems also enable companies to provide controlled access to their digital assets and to automate many of the processes relating to the approval of content assets. These benefits of DAM solutions are well known and widely understood.

There is, however, another important benefit of DAM that is discussed less frequently. When they are configured and used properly, DAM solutions can help companies prevent the use of content assets in ways that violate intellectual property rights. Read More