Marketing Governance

An all too common misperception is that marketing asset management (MAM) and distributed marketing management (DMM) platform technology is only for the “big guys,” the large companies with huge budgets, but it’s not. It’s a statement Saepio makes in their white paper ‘Only for the big guys?’.

Understandably, solution providers (Saepio included) often emphasis their power brand clients in webinars, case studies and sales presentations.  But if your company doesn’t fit the “big guys” definition, don’t overlook the benefits DMM can deliver for you.  In fact, if Small and Medium Business (SMB) describes you, you may derive more value from a DMM solution than the big guys do. Read More

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.

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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.

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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

Save time managing media, spend time being creative.

Weve seen quite a few vendor videos for Digital Asset Mangement (DAM) solutions, and heres yet another one. OpenText Media Management 7.0 is specifically designed for use in creative professions such as marketing, broadcasting and publishing. These industries make heavy use of rich media content such as photos and videos, and a well organized digital asset library is crucial for a speedy prodution process. Whats more, this solution allows you to transfer content into different formats as required for tablets, e-books, mobile devices and the like.

The OpenText DAM includes several modules: for brand management, media management, text management, video management, for example. All in all, it looks like theyve got most rich media covered. .

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Managing marketing operations is now an essential core competency for larger business enterprises. Today’s marketing environment is more complex than ever, and marketers remain under constant pressure to achieve more results with the same or fewer resources. After focusing initially on improving the effectiveness of individual campaigns and programs, marketing leaders are now turning their attention to increasing the efficiency and productivity of marketing operations.

Marketing operations can be defined as the activities and processes that are required to perform the marketing function and manage the marketing organization effectively and efficiently. The growing importance of marketing operations is evidenced by the fact that many companies now have marketing executives and managers who are dedicated to marketing operations management. Recent research by IDC revealed that the marketing operations role represents about 6% of the total marketing staff, and it is the fourth largest job category for a large marketing department. Read More