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Manage Your Marketing Assets To Control Costs

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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 …

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.

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  • Sapient POV: As budgets decrease, it is forcing organizations to think more effectively. We are seeing two key trends in our engagements: 1) companies are consolidating Marketing functions in order to facilitate cross-channel thinking 2) companies are emphasizing the need for digital innovation and creating innovation processes / teams that can stimulate and drive thought leadership into their organizations.
  • Damian – intro slide with what OT is seeing in customer needs, turn over to Lisa
  • Julia will cover this example
  • Damian – ask Lisa for some examples
  • Transcript

    • 1. 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
    • 2. 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.
      Copyright © Open Text Corporation 2008 - 2009. All rights reserved.
      Slide 2
      To view this presentation as a
      recorded webinar, please visit:
      http://campaigns.opentext.com/forms/manageassets-ss
    • 3. 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
    • 4. Managing brands used to be simpler
      Source; Forrester Adaptive Brand Marketing Report October, 2009
    • 5. Today it’s a kaleidoscope of activities
      Source; Forrester Adaptive Brand Marketing Report October, 2009
    • 6. Growth is coming from outside North America
      July 2009 “Global Online Population Forecast, 2008 To 2013”
    • 7. The partner ecosystem is changing
      August 2009 “The Media Meltdown Makes Integrated Marketing An Imperative”
    • 8. Marketers have fewer dollars to work with
      July 2009 “Marketing Budgets Suffer Significant Cuts”
    • 9. Marketers lose staff faster than new programs
      Q: which elements of your budget do you expect to be most effected by a downturn?
    • 10. Traditional channels are less important than they were
      July 2009 “Marketing Budgets Suffer Significant Cuts”
    • 11. RSS
      Blogs
      Wikis
      Forums
      IM
      Linked In
      Facebook
      Communities
      Mobile Apps
      UGC
      Widgets
      Viral Video
      Buzz
      Twitter
      MySpace
      And the empowered consumer is everywhere
    • 12. 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
    • 13. 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
    • 14. Global brands in action
    • 15. Tourism Queensland | Integrated Campaign
    • 16. What’s Happening: The changing world of marketing
      What to do: Real world examples of modern marketing
      How to do it: The enabling technologies
      Agenda
    • 17. Marketing Technology Platform: Current And Future
      May 2007, Market Overview “The Enterprise Marketing Software Landscape”
    • 18.
    • 19. Recognize media assets have many lives
    • 20. MAM makes rich media assets available
    • 21. 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
    • 22. Copyright © Open Text Corporation 2008 - 2009. All rights reserved.
      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
    • 23. Copyright © Open Text Corporation 2008 - 2009. All rights reserved.
      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
      • 24. More than 4,000 staff globally
      • 25. Publicly Traded: NASDAQ, TSX
      • 26. Revenue: ~ $1 Billion
    • Copyright © Open Text Corporation 2008 - 2009. All rights reserved.
      Slide 24
      To view this presentation as a
      recorded webinar, please visit:
      http://campaigns.opentext.com/forms/manageassets-ss
    • 27. Damian Saccocio
      Vice President, Solutions Marketing & Strategy
      dsaccocio@opentext.com
      301.548.4089