1
31/03/2014
Managing Brand Experience
Every Day
The key role of rich media
in efficient and effective marketing operation...
2
Sir Richard Broadbent, Chairman of Tesco
The Company that
provides the best
relationship with the
customer will win not
...
3
Customer
experience
has become
THE key driver
to
increase
sales!
Source of images: INDG
428/03/2014
Video has 10
times more
impact on the
intention to
buy than static
information
(Brightcove, 2012)
10
5
Rich-media provides the most
engaging marketing content within
the customer experience
6
An engaging customer journey
through rich-media content
7
Yet... rich-media content
distributed via touch points
E-mail
Web
Broadcast
Brochures
Mobile
Packaging
Tablets
Social - ...
8
Marketing using rich-media
content for the customer journey
Customer Journey |
Asset Consumers
E-mail
Web
Broadcast
Broc...
9
Rich-media content mostly
created by agencies/designers
Customer Journey |
Asset Consumers
E-mail
Web
Broadcast
Brochure...
10
What are the operational challenges
of rich-media use within the
customer journey?
11
Operational challenges: efficiency,
effectiveness and integration
EFFICIENCY EFFECTIVENESS
Cost | Time-to-market | Agil...
12
Operational challenges: efficiency,
effectiveness and integration
EFFICIENCY EFFECTIVENESS
Cost | Time-to-market | Agil...
13
ADAM value proposition in rich-
media marketing operations
14
RICH MEDIA
CONTENT
MANAGEMENT
Creation,
organization, storing,
collaboration,
metadata,
formatting, etc.
Creative Group...
15
The Digital Shelf serves business
applications for enterprise marketing
RICH MEDIA
CONTENT
MANAGEMENT
BRAND PRODUCT
CAM...
16
BUSINESS
PROCESSES
SUPPORT
MRM
Campaign management
Portals
Agencies
Local marketing
...
Marketing content is also
distr...
17
BUSINESS
PROCESSES
SUPPORT
MRM
IMM
Campaign management
Portals
Local marketing
...
... for an engaging customer
experie...
18
ADAM: six core propositions
RICH MEDIA
CONTENT
MANAGEMENT
BUSINESS
PROCESSES
SUPPORT
OMNICHANNEL
TOUCHPOINT
PUBLICATION...
19
Some customer references
Omnichannel
retailers
FMCG
Consumer durable
goods
Life science and
pharmaceuticals
2031/03/2014
21
What?
Case for change product marketing content management
Delay in
publication
Step up in
capabilities
Simplification
...
22
Shift in customer
experience
expectations, from pure
product information and
catalog to an overall
digital experience
D...
23
Product content is driving 42% of detractions
Rich content is key, e.g. converting Amazon product
page into enhanced ri...
24
Complex set-up
Making marketing operations inefficient and not effective
25
Solution
Central marketing content management platform: (DAM/PIM + ECM)
26
Reduced time-to-market
Manage marketing platform costs
Improve asset reusability
Improved communication between
product...
2731/03/2014
28
We have the most valuable toy brand, but how
we can serve :
our channel partners
our retailers
instantly with
the right...
29
LEGO LAP is a portal
to enable Key
Account Managers
at LEGO to provide
the necessary
information to
external retailers
...
30
Lego Asset Portal
31
Lego Asset Portal
32
Lego Asset Portal
33
Enterprise-scale platform for marketing assets
for retailers
Dramatic cost reduction with improved
accessibility and on...
3429/01/2013
How Can We Help You?
35
Come visit us on ADAM Sync! 2014
• Key role of rich media in the
customer experience
• Importance of central rich media...
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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.

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ADAM - Managing Brand Experience Every Day

  1. 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. 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. 3 Customer experience has become THE key driver to increase sales! Source of images: INDG
  4. 4. 428/03/2014 Video has 10 times more impact on the intention to buy than static information (Brightcove, 2012) 10
  5. 5. 5 Rich-media provides the most engaging marketing content within the customer experience
  6. 6. 6 An engaging customer journey through rich-media content
  7. 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. 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. 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. 10 What are the operational challenges of rich-media use within the customer journey?
  11. 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. 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. 13 ADAM value proposition in rich- media marketing operations
  14. 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. 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. 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. 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. 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. 19 Some customer references Omnichannel retailers FMCG Consumer durable goods Life science and pharmaceuticals
  20. 20. 2031/03/2014
  21. 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. 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. 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. 24 Complex set-up Making marketing operations inefficient and not effective
  25. 25. 25 Solution Central marketing content management platform: (DAM/PIM + ECM)
  26. 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. 27. 2731/03/2014
  28. 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. 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. 30 Lego Asset Portal
  31. 31. 31 Lego Asset Portal
  32. 32. 32 Lego Asset Portal
  33. 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. 34. 3429/01/2013 How Can We Help You?
  35. 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

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