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ADAM - Managing Brand Experience Every Day

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The presentation of ADAM Software at the Context & Personalization seminar at the Ghelamco Arena in Ghent on April 3rd 2014.

The presentation of ADAM Software at the Context & Personalization seminar at the Ghelamco Arena in Ghent on April 3rd 2014.

Published in: Technology

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  • 1. 1 31/03/2014 Managing Brand Experience Every Day The key role of rich media in efficient and effective marketing operations ADAM Software
  • 2. 2 Sir Richard Broadbent, Chairman of Tesco The Company that provides the best relationship with the customer will win not through their products, but through the best
  • 3. 3 Customer experience has become THE key driver to increase sales! Source of images: INDG
  • 4. 428/03/2014 Video has 10 times more impact on the intention to buy than static information (Brightcove, 2012) 10
  • 5. 5 Rich-media provides the most engaging marketing content within the customer experience
  • 6. 6 An engaging customer journey through rich-media content
  • 7. 7 Yet... rich-media content distributed via touch points E-mail Web Broadcast Brochures Mobile Packaging Tablets Social - Blogs Catalogs Magazines E-commerce Customer Journey | Asset Consumers Touch Points | Asset Distributors
  • 8. 8 Marketing using rich-media content for the customer journey Customer Journey | Asset Consumers E-mail Web Broadcast Brochures Mobile Packaging Tablets Social - Blogs Catalogs Magazines E-commerce Touch Points | Asset Distributors Marketing Communications Global Brand Management Campaign Management Segment Management Product Management DigitalShelf Business Marketing Processes | Asset Users Business marketing processes – using content with day-to-day operations
  • 9. 9 Rich-media content mostly created by agencies/designers Customer Journey | Asset Consumers E-mail Web Broadcast Brochures Mobile Packaging Tablets Social - Blogs Catalogs Magazines E-commerce Touch Points | Asset Distributors Marketing Communications Global Brand Management Campaign Management Segment Management Product Management Business Marketing Processes | Asset Users Rich-Media Asset Processes | Asset Producers Designer Agency Copywriter Traffic Manager Admin Editor BRAND PRODUCT CAMPAIGN GENERAL DigitalShelf
  • 10. 10 What are the operational challenges of rich-media use within the customer journey?
  • 11. 11 Operational challenges: efficiency, effectiveness and integration EFFICIENCY EFFECTIVENESS Cost | Time-to-market | Agility | Control Right content | Right time | Right channel | Right view PLATFORM Business Critical | Enterprise | Performing & Scalable | Integrated
  • 12. 12 Operational challenges: efficiency, effectiveness and integration EFFICIENCY EFFECTIVENESS Cost | Time-to-market | Agility | Control Right content | Right time | Right channel | Right view INTEGRATION Business Critical | Enterprise | Performing | Scalable Manage operational complexity!
  • 13. 13 ADAM value proposition in rich- media marketing operations
  • 14. 14 RICH MEDIA CONTENT MANAGEMENT Creation, organization, storing, collaboration, metadata, formatting, etc. Creative Group Production Rich-media content management Creative group production
  • 15. 15 The Digital Shelf serves business applications for enterprise marketing RICH MEDIA CONTENT MANAGEMENT BRAND PRODUCT CAMPAIGN GENERAL DigitalShelf MRM Campaign management Portals Agencies Local marketing ... BUSINESS PROCESSES SUPPORT Collateral creation, brand management, localization, advanced workflow, etc. Marketing Department
  • 16. 16 BUSINESS PROCESSES SUPPORT MRM Campaign management Portals Agencies Local marketing ... Marketing content is also distributed to all touch points... OMNICHANNEL TOUCHPOINT PUBLICATION Content publication, linking with on-line and off-line channels, video transcoding, etc. Customer Experience Groups, business lines E-commerce IMM CRM Events Packagers Mobile publisher Publisher ... RICH MEDIA CONTENT MANAGEMENT BRAND PRODUCT CAMPAIGN GENERAL DigitalShelf
  • 17. 17 BUSINESS PROCESSES SUPPORT MRM IMM Campaign management Portals Local marketing ... ... for an engaging customer experience/journey RICH MEDIA CONTENT MANAGEMENT BRAND PRODUCT CAMPAIGN GENERAL DigitalShelf OMNICHANNEL TOUCHPOINT PUBLICATION E-commerce IMM CRM Events Packagers Mobile publisher WCM ... CUSTOMER JOURNEY ENABLER
  • 18. 18 ADAM: six core propositions RICH MEDIA CONTENT MANAGEMENT BUSINESS PROCESSES SUPPORT OMNICHANNEL TOUCHPOINT PUBLICATION Digital Asset Management Product Content Management Omnichannel Catalog Publishing Enterprise Mkg Collateral Localization Corporate Video Management Global Brand Management CUSTOMER JOURNEY ENABLER
  • 19. 19 Some customer references Omnichannel retailers FMCG Consumer durable goods Life science and pharmaceuticals
  • 20. 2031/03/2014
  • 21. 21 What? Case for change product marketing content management Delay in publication Step up in capabilities Simplification  Throughput time (daily content refresh)  Reliable and predictable  Improve marketing effectiveness  True localization  Easily share all product information  In-context preview • Improved connectivity between tooling • One tool to manage product information • Less operational issues Time to market Marketing effectiveness And why?
  • 22. 22 Shift in customer experience expectations, from pure product information and catalog to an overall digital experience Driving changes in content needs, driven by digitalization of the business and marketing touch points Business case background Competitive advantage by stepping up digitally DIGITAL TRANSFORMATION PROGRAMME
  • 23. 23 Product content is driving 42% of detractions Rich content is key, e.g. converting Amazon product page into enhanced rich-media page increases conversion by 60% 24% of customer blaming their negative experience on inadequate usability 2/3rd of detraction comes from content & structure Negative Web Experience
  • 24. 24 Complex set-up Making marketing operations inefficient and not effective
  • 25. 25 Solution Central marketing content management platform: (DAM/PIM + ECM)
  • 26. 26 Reduced time-to-market Manage marketing platform costs Improve asset reusability Improved communication between product and marketing team Increase product sales conversion Key Outcomes
  • 27. 2731/03/2014
  • 28. 28 We have the most valuable toy brand, but how we can serve : our channel partners our retailers instantly with the right product the right brand the right packaging information Business Background
  • 29. 29 LEGO LAP is a portal to enable Key Account Managers at LEGO to provide the necessary information to external retailers Business Background
  • 30. 30 Lego Asset Portal
  • 31. 31 Lego Asset Portal
  • 32. 32 Lego Asset Portal
  • 33. 33 Enterprise-scale platform for marketing assets for retailers Dramatic cost reduction with improved accessibility and one-stop-shopping Reduced time-to-market and communication processes acceleration Improved consistency across entire eco-system, across channels, in between brand and products Key Outcomes
  • 34. 3429/01/2013 How Can We Help You?
  • 35. 35 Come visit us on ADAM Sync! 2014 • Key role of rich media in the customer experience • Importance of central rich media management within operations • Needed integration between brand and product asset management www.adamsync.net