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Marketing Asset Management as an Alternative to Digital Asset Management

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“Unlike most DAM technologies, marketing asset management is exclusively built for the marketing function” noted the Aberdeen Group. …

“Unlike most DAM technologies, marketing asset management is exclusively built for the marketing function” noted the Aberdeen Group.

“Research from leading analyst firms continues to validate the benefits of using a technology that is designed to seamlessly complement existing marketing processes. Recent research from the Aberdeen Group revealed that marketers that were using MAM technology achieved 140% higher return on marketing investments and two times higher revenue growth than marketers that relied exclusively on generic DAM technology.”

This whitepaper overview outlines specific differences between DAM and MAM and helps the reader explore which technology is best for their application.

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  • 1. Saepio White Paper Overview: Marketing Asset Management as an Alternative to Digital Asset Management
  • 2. Introduction
    This deck contains information taken from Saepio’s popular whitepaper, “Marketing Asset Management as an Alternative to Digital Asset Management”
    Who should read it?
    Companies considering Digital Asset Management (DAM). These companiesshould investigate Marketing Asset Management (MAM) as a more flexible and efficient alternative.
    Companies with a distributed marketing network. Organizations with agent/broker networks, channel distribution, VARs, authorized dealer networks, franchise systems, service industry businesses and chain retailerscan benefit from MAM
    A full copy of the original whitepaper can be downloaded at:http://info.saepio.com/white-paper-mam-vs-dam/
  • 3. Why Consider MAM?

    Unlike most DAM technologies, marketing asset management (MAM) is exclusively built for the marketing function. As a result, marketers can rapidly and painlessly link outbound marketing with top line growth.
    Research from leading analyst firms continues to validate the benefits of using a technology that is designed to seamlessly complement existing marketing processes; from creative development to campaign execution.
    In fact, research revealed that marketers using MAM technology achieved 140% higher return on marketing investments and two times higher revenue growth than marketers that relied exclusively on generic DAM technology.
    - Aberdeen Group

  • 4. What is MAM?
    Digital asset management
    Repository and storefront for corporate and local marketers and services providers
    Provides access to fulfillment-ready, digital marketing assets and content
    Dynamic content assembly
    Dynamic Content Engine (“DCE”) – a collateral customization technology providing marketing automation and administrative tools
    Allows ad production for delivery into any media environment (e.g., email, direct mail, microsites, online advertising, print, digital signage, etc.)
    Local marketers create locally relevant, persuasive content that is “on-brand”
    Marketing process automation
    Rules engines, templates and “wizards” that streamline repetitive and time-consuming tasks
  • 5. Benefits and Challenges of DAM
    DAM Strengths
    Efficient storage and searching for assets whether they are images, documents or final artwork
    Especially well suited to accommodate a substantial number of large video files.
    Strong user management to control access
    Advanced metadata appending to enhance access
    Check-in/check-out functionality for collaboration
    Version control and format conversion for multi-venue use
    DAM Challenges
    Limitations for organizations with distributed marketing networks
    Altering previously stored artwork results in the creation of new versions of the asset and new associated metadata = DAM systems begin to bloat
    Gained efficiencies slide
    For distributed marketers, updating each local version of an asset with new copy or new images can become unmanageable
  • 6. DAM within MAM
    Due to tight integration with collateral customization technology, MAM focuses on just-in-time assembly of marketing content rather than storing multiple, aged versions of assets
    Benefits of MAM include:
    always current content
    efficient versioning
    cross media and cross content repurposing
    ad resizing
    automated or local marketer participation in content versioning
    image cropping
  • 7. Which Option is Best?
    An organization should select MAM if it:
    Creates multiple versions of advertising materials
    Supports a distributed marketing network
    Has the need to resize marketing collateral
    Has repetitive processes involving creation of marketing collateral content
    Frequently updates product information, specifications or regulatory content
    An organization should select DAM if:
    A substantial number of large video files are involved
    Assets are for retrieval, consumption, or archival purposes only
    No localization or versioning of content occurs
  • 8. About Saepio
    Saepio empowers marketers to plan and execute meaningful and engaging marketing campaigns across distributed networks and around the globe – ensuring local relevance, brand consistency, speed to market and significant cost savings. The world’s best known brands turn to Saepio’s powerful software platform and extensive portfolio of support services to automate the marketing process, eliminate redundancy and ensure that all marketers connected to the brand – whether global, distributed, franchise, VAR or chain store marketers – have the assets and tools they need to quickly customize and execute campaigns.
  • 9. For more information:
    • Download the white paper
    Contact Saepio:
    • sales@saepio.com
    • 10. www.saepio.com
    • 11. 877.468.7613