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Digital asset management: A major content marketing trend

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DAM has become an essential tool in content marketing. Click to find out why.

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Digital asset management: A major content marketing trend

  1. 1. Public www.bynder.com
  2. 2. DAM: A major content marketing trend in 2017 Anjali Yakkundi Senior Analyst, Forrester Brian Kavanaugh US Marketing Strategist, Bynder
  3. 3. 1. Cloud Based DAM Platform 2. Marketers create, find, and use all their digital content within a centralized portal 3. Usability Adoption  What is Bynder
  4. 4. Bynder named “Strong Performer” in the 2016 Forrester Wave
  5. 5. DAM:A Major Content Marketing Trend in 2017 Anjali Yakkundi, Senior Analyst September 2016
  6. 6. Access to more information than ever Pricing power Immune to advertising Seek value driven interactions
  7. 7. © 2016 Forrester Research, Inc. Reproduction Prohibited 8 Marketers must drive customer experience B2B B2C 72% 63% Report that CX is a higher priority than it was two years ago 64% Have responsibility for CX 44% Seek to increase their influence in customer experience Marketing executives… Base: 219 senior most marketing leaders
 Source: Forrester’s Q4 2015 Forrester/Heidrick & Struggles Global Evolved CMO/CCO Online Survey
  8. 8. © 2016 Forrester Research, Inc. Reproduction Prohibited 9 Content drives experiences Which of the following best describes your organization’s budget trends for 2016 in the following areas? Digital experiences (e.g., websites, mobile web) Content Development oducts (non-marketing related platforms, applications, tools and services) Customer insights & analytics Marketing technology platforms Social Marketing Execution User experience testing/research App development g., customer experience or integrated communications) without execution 48% 60% 61% 63% 65% 68% 71% 76% 82% Increasing investment Source: Forrester/SoDA Q1 2016 Global Digital Outlook Online Survey, N=238
  9. 9. What do modern marketers need from content today?
  10. 10. © 2016 Forrester Research, Inc. Reproduction Prohibited 11 1. Use content to create value-driven interactions
  11. 11. © 2016 Forrester Research, Inc. Reproduction Prohibited 12 2. Use content at every interaction point Source: The Forrester Wave™: Digital Asset Management For Customer Experience, Q3 2016
  12. 12. © 2016 Forrester Research, Inc. Reproduction Prohibited 13 3. Double-down on (useful) video content Examples of use, not irritating, video content: Client testimonials
 Presentations
 Video blogs
 Viral marketing videos 
 User generated content 
 Tutorials 
 Product videos Source: Forrester’s ‘Video Strategy For The Post Digital Age’ report
  13. 13. © 2016 Forrester Research, Inc. Reproduction Prohibited 14 4. Measure content performance 1. Measure customer reach and share metrics to gauge brand awareness 2. Measure customer engagement and behavioral metrics to gauge level of interaction 3. Measure business outcomes like sales & revenue 4. Optimize content based on customer context, real-time analytics, and creative ideation.
  14. 14. Why are digital asset management (DAM) solutions critical to content marketing initiatives?
  15. 15. © 2016 Forrester Research, Inc. Reproduction Prohibited 16 1. DAM is the hub of content to drive experiences CampaignSocial Web CMS Email Content 
 marketing Commerce PIM Portal Digital asset management
  16. 16. © 2016 Forrester Research, Inc. Reproduction Prohibited 17 2. DAM centralizes not just content, but also content processes Digital asset management Content planning Content approval Content creation Content collections Content 
 localization Archiving
  17. 17. © 2016 Forrester Research, Inc. Reproduction Prohibited 18 3. Supports video content › Manage HD and 4k videos › Transcoding › Light editing › Video-specific tagging › Storyboarding
  18. 18. © 2016 Forrester Research, Inc. Reproduction Prohibited 19 4. Drives content optimization Agency performance: How long did are approvals? How often is content leveraged? Customer engagement: How much of the video do users watch? Do they purchase? Internal usage: Who is downloading the video? And how often? Customer reach: How many times was the video watched? On which channels? By whom?
  19. 19. What benefits can you expect?
  20. 20. © 2016 Forrester Research, Inc. Reproduction Prohibited 21 Expected benefits from a modern DAM 1. Improved efficiency from asset creation to completion to archiving 2. Cost benefits from lowered content recreation costs and fewer legal and rights violations 3. Improved brand consistency and customer experience 4. Improved content optimization via analytics integrations
  21. 21. forrester.com Thank you Anjali Yakkundi +1 617 613 6386 ayakkundi@forrester.com @Ayakkundi
  22. 22. Create Find Use Create, find and use
  23. 23. The 4 goals of DAM for content marketing Speed Collaboration Execution Guidelines
  24. 24. DAM: A major content marketing trend in 2017
  25. 25. Q & A
  26. 26. Thank you! Brian Kavanaugh E. brian.kavanaugh@bynder.com T. +1 (857) 310 5434 @btkav

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