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Role of dam in driving digital strategy

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My talk at the Henry Stewart Conference on the importance of DAM in driving digital strategies

  • hey Deepak, that's an interesting question but my perspective has always been the marketing technology landscape is a circle with the consumer at the center. It's almost difficult to pinpoint one particular technology or capability as the hub that works for everyone. For B2B, that could very well be a marketing automation platform, for consumer brands it could be CRM or a WEM that orchestrates rest of the capabilities. The message in this DAM presentation was a subtle shift in the perception of DAM as a commoditized capability or a downstream system as you ve pointed out to a more strategic capability that drives and influences brand strategies, optimizes consumer experiences. It is the asset hub that goes beyond just managing assets & content but one that drives omni channel consumer experiences, a must to influence and impact buying behavior.
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  • Hey Mayur,

    Definitely agree, how did the audience react to the DAM as being the central hub vs a CMS or a campaign management tool like Unica?

    I find that many of my clients look to the DAM as a down stream system rather than a hub.

    Interestingly enough many ecommerce companies find that a PIM to be the center of their digital strategy.

    I guess 'who' the owner of data is, some technological, some political will determine who wins this debate.
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Role of dam in driving digital strategy

  1. 1. Digital Asset Management Building Brand Value
  2. 2. A simple lesson…  My Daughter  Online Shopper  Age 3.5 Years  Montessori School  Favorite Gadget – iPad  Favorite Mobile App - Gilt 2
  3. 3. We don’t believe in digital marketing. We believe in marketing in a digital world Clive Sirkin, CMO of Kimberly Clark
  4. 4. Marketing is exploding.
  5. 5. Explosion of touchpoints. @courtesy Scott Brinker; chiefmartec.com
  6. 6. Explosion of content. content. @courtesy Scott Brinker; chiefmartec.com
  7. 7. Explosion of devices. 7 @courtesy Scott Brinker; chiefmartec.com
  8. 8. A new concept or approach each day Incentivized Product Sharing Social Media Ads Customer Experience Consumer Promotions Buy Now Social Sign on eCoupon RTB BI DSPs Loyalty SEO Optimization Blogging Creative Optimization Trading Desk Idea Management Gesture Recognition Mobile Apps Experience Innovation Community Platforms Chat Social analytics Big Data Mobile Marketing Image Recognition Responsive Design Interactive Videos Review & Rating Video Ads Social Publishing Tag Management Group Buying Profile Aggregators Marketing Automation Social Apps DAM Mobile Web Content Syndication Video Mgmt Frictionless Experience AR Predictive analytics Agile Marketing Omni Channel Commerce SMS Connected Experiences Surveys Content Personalization Crowdsourcing Retail consumer behavior Landing Page Customer Service Optimization Retail Personalization Sales automation Consumer Targeting 8 Digital Publication Call Tracking
  9. 9. Unprecedented scale of change. @courtesy Scott Brinker; chiefmartec.com 9
  10. 10. Unprecedented speed of change. 10 @courtesy Scott Brinker; chiefmartec.com
  11. 11. SO WHAT? This is a Digital Asset Management Conference!!!
  12. 12. The bar has been removed!!!
  13. 13. Where have YOU set the bar?
  14. 14. A tool to manage digital assets?
  15. 15. A strategy that enables consistent frictionless consumer experiences?
  16. 16. A vehicle that drives experience innovation?
  17. 17. A DAM journey; from managing operations to driving innovation AUTOMATED BRAND I M PACT INNOVATIVE CONNECTED ISOLATED Agile Marketing; Test & Learn STRATEGIC Shopping Behavior OPERATIONAL Tool & Repository CONNECTIVITY
  18. 18. As an operational tool & repository driving productivity, reusability & time to market STRATEGIES CHANNELS ASSET TYPES TEAMS TIME TO MARKET PRODUCTIVITY & REUSABILITY CONSISTENNT EXPERIENCE .COM MOBILE/SOCIAL PRINT & EMAIL BRAND ASSETS DAM CORPORATE ASSETS CREATIVE BRAND AGENCIES O P E R A T I O N A L
  19. 19. As a strategy that enables connected experiences & influences consumer’s shopping behavior STRATEGIES DRIVE SALES TIME TO MARKET CHANNELS eCOMMERCE STORES .COM CURATRED UGC BRAND ASSETS SALES CREATIVE ASSET TYPES TEAMS PRODUCTIVITY & REUSABILITY MOBILE/SOCIAL DAM BRAND CONSISTENNT EXPERIENCE PRODUCT SYNDICATION SHOPPING BEHAVIOR PRINT & EMAIL RETAILERS PRODUCT CATALOGS CORPORATE ASSETS PRODUCT ASSETS MULTI LINGUAL ASSETS AGENCIES SHOPPER MARKETING CUSTOMER TEAMS S T R A T E G I C
  20. 20. As a strategic capability that drives experience innovation through real time testing & optimization DRIVE SALES TIME TO MARKET PRODUCTIVITY & REUSABILITY CONSISTENNT EXPERIENCE PRODUCT SYNDICATION SHOPPING BEHAVIOR INSIGHTS & SALES OPTIMIZATION SEO OPTIMIZATOIN AUTOMATED SYNDICATON CONNECTED EXPERIENCES PRINT & EMAIL RETAILERS PRODUCT CATALOGS CORPORATE ASSETS PRODUCT ASSETS MULTI LINGUAL ASSETS AGENCIES SHOPPER MARKETING DATA ANALYTICS STRATEGIES CONTENT OPTIMIZATION RECOMMENDATIONS MOBILE/SOCIAL eCOMMERCE STORES .COM ASSET TYPES CURATRED UGC BRAND ASSETS TEAMS SALES CREATIVE CHANNELS DAM BRAND I N N O V A T I V E
  21. 21. If you’re looking for the next big thing, and you’re looking where everyone else is, you’re looking in the wrong place. Mark Cuban, Dallas Mavericks
  22. 22. Thank You Reach me at: Email: mayur.gupta@kcc.com Twitter: @inspiremartech Blog: inspiremartech.com

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