Manage Your Marketing Assets To Control Costs

Copyright © Open Text Corporation 2008 - 2009. All rights reserved.
Slide 1
Manage Your Marketing Assetsto Control Costs
How Technology Can Help You Scale Your Brand
Damian Saccocio
Vice President, Solutions Marketing & Strategy
Open Text
Lisa Bradner
Principal Analyst
Forrester Research
Julia von Winterfeldt
Group Account Director
Sapient

Hear from Open Text, Sapient, and special guest Lisa Bradner from Forrester Research for an interactive discussion on the future of brand management and how Marketing will change as well as best practices for managing the “marketing network overload.”
The following areas will be covered:
Achieve control over assets and versions that will ensure consistent branding in multiple groups and geographies.
Mitigate risk by using tools that track asset usage, access, and permissions across internal marketing groups and external agencies.
Ensure compliance by enforcing rights management through a single marketing asset repository and powerful workflows.
Reduce costs and achieve quick ROI by maximizing content reuse and eliminating duplication.
Slide 2
To view this presentation as a
recorded webinar, please visit:
http://campaigns.opentext.com/forms/manageassets-ss

Agenda
What’s Happening: The changing world of marketing
What to do: Real world examples of modern marketing
How to do it: The enabling technologies

Managing brands used to be simpler
Source; Forrester Adaptive Brand Marketing Report October, 2009

Today it’s a kaleidoscope of activities
Source; Forrester Adaptive Brand Marketing Report October, 2009

Growth is coming from outside North America
July 2009 “Global Online Population Forecast, 2008 To 2013”

The partner ecosystem is changing
August 2009 “The Media Meltdown Makes Integrated Marketing An Imperative”

Marketers have fewer dollars to work with
July 2009 “Marketing Budgets Suffer Significant Cuts”

Marketers lose staff faster than new programs
Q: which elements of your budget do you expect to be most effected by a downturn?

Traditional channels are less important than they were
July 2009 “Marketing Budgets Suffer Significant Cuts”

RSS
Blogs
Wikis
Forums
IM
Linked In
Facebook
Communities
Mobile Apps
UGC
Widgets
Viral Video
Buzz
Twitter
MySpace
And the empowered consumer is everywhere

What it means
Marketers face the challenge of creating more content for more channels in more markets than ever before
Global adds the additional challenge of translation, differing legal requirements and local nuances
UGC makes content a two way street
And, big surprise, staff and budgets aren’t growing to keep up

Agenda

Global brands in action

Tourism Queensland | Integrated Campaign

Agenda

Marketing Technology Platform: Current And Future
May 2007, Market Overview “The Enterprise Marketing Software Landscape”

Recognize media assets have many lives

MAM makes rich media assets available

MAM: Saving you time & money
Time
Speed to market: ability to launch quickly in all markets with approved assets
Ability to capture and repurpose UGC
Streamlined routing & approval process
24/7 global access
Money
Assets don’t get lost or forgotten
Organization increases throughput and productivity
Digital rights are understood and leveraged
Campaigns are integrated and intelligent

Slide 22
Open Text Global Reach
1 in 3 global Internet users view content enabled by Open Text technology.*
* Numbers are approximate and are post Vignette integration

Slide 23
Open Text Snap Shot
EMC/Documentum
14%
Others
46%
IBM
22%
Open Text
18%
Market Share: Enterprise Content Management Software, Worldwide, 2006-2008, Tom Eid and Bianca Granetto 5 June 2009. Gartner Inc. *Open Text market share includes Vignette – acquired July 2009.

Largest independent Enterprise Content Management vendor
More than 4,000 staff globally
Publicly Traded: NASDAQ, TSX
Revenue: ~ $1 Billion

Slide 24
To view this presentation as a
recorded webinar, please visit:
http://campaigns.opentext.com/forms/manageassets-ss

Damian Saccocio
Vice President, Solutions Marketing & Strategy
dsaccocio@opentext.com
301.548.4089