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 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
  • Manage Your Marketing Assets To Control Costs

    1. 1. Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 1<br />Manage Your Marketing Assetsto Control Costs<br />How Technology Can Help You Scale Your Brand<br />Damian Saccocio<br />Vice President, Solutions Marketing & Strategy<br />Open Text<br />Lisa Bradner<br />Principal Analyst<br />Forrester Research<br />Julia von Winterfeldt<br />Group Account Director<br />Sapient<br />
    2. 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.” <br />The following areas will be covered:<br />Achieve control over assets and versions that will ensure consistent branding in multiple groups and geographies.<br />Mitigate risk by using tools that track asset usage, access, and permissions across internal marketing groups and external agencies.<br />Ensure compliance by enforcing rights management through a single marketing asset repository and powerful workflows.<br />Reduce costs and achieve quick ROI by maximizing content reuse and eliminating duplication.<br />Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 2<br />To view this presentation as a <br />recorded webinar, please visit:<br />http://campaigns.opentext.com/forms/manageassets-ss<br />
    3. 3. Agenda<br />What’s Happening: The changing world of marketing<br />What to do: Real world examples of modern marketing<br />How to do it: The enabling technologies<br />
    4. 4. Managing brands used to be simpler<br />Source; Forrester Adaptive Brand Marketing Report October, 2009<br />
    5. 5. Today it’s a kaleidoscope of activities<br />Source; Forrester Adaptive Brand Marketing Report October, 2009<br />
    6. 6. Growth is coming from outside North America<br />July 2009 “Global Online Population Forecast, 2008 To 2013”<br />
    7. 7. The partner ecosystem is changing<br />August 2009 “The Media Meltdown Makes Integrated Marketing An Imperative”<br />
    8. 8. Marketers have fewer dollars to work with<br />July 2009 “Marketing Budgets Suffer Significant Cuts” <br />
    9. 9. Marketers lose staff faster than new programs<br />Q: which elements of your budget do you expect to be most effected by a downturn?<br />
    10. 10. Traditional channels are less important than they were<br />July 2009 “Marketing Budgets Suffer Significant Cuts” <br />
    11. 11. RSS<br />Blogs<br />Wikis<br />Forums<br />IM<br />Linked In<br />Facebook<br />Communities<br />Mobile Apps<br />UGC<br />Widgets<br />Viral Video<br />Buzz<br />Twitter<br />MySpace<br />And the empowered consumer is everywhere<br />
    12. 12. What it means<br />Marketers face the challenge of creating more content for more channels in more markets than ever before<br />Global adds the additional challenge of translation, differing legal requirements and local nuances<br />UGC makes content a two way street<br />And, big surprise, staff and budgets aren’t growing to keep up<br />
    13. 13. Agenda<br />What’s Happening: The changing world of marketing<br />What to do: Real world examples of modern marketing<br />How to do it: The enabling technologies<br />
    14. 14. Global brands in action<br />
    15. 15. Tourism Queensland | Integrated Campaign <br />
    16. 16. What’s Happening: The changing world of marketing<br />What to do: Real world examples of modern marketing<br />How to do it: The enabling technologies<br />Agenda<br />
    17. 17. Marketing Technology Platform: Current And Future<br />May 2007, Market Overview “The Enterprise Marketing Software Landscape”<br />
    18. 18.
    19. 19. Recognize media assets have many lives<br />
    20. 20. MAM makes rich media assets available<br />
    21. 21. MAM: Saving you time & money<br />Time<br />Speed to market: ability to launch quickly in all markets with approved assets<br />Ability to capture and repurpose UGC<br />Streamlined routing & approval process<br />24/7 global access<br />Money<br />Assets don’t get lost or forgotten<br />Organization increases throughput and productivity<br />Digital rights are understood and leveraged<br />Campaigns are integrated and intelligent<br />
    22. 22. Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 22<br />Open Text Global Reach<br />1 in 3 global Internet users view content enabled by Open Text technology.*<br />* Numbers are approximate and are post Vignette integration<br />
    23. 23. Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 23<br />Open Text Snap Shot<br />EMC/Documentum<br />14%<br />Others<br />46%<br />IBM<br />22%<br />Open Text<br />18%<br />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.<br /><ul><li>Largest independent Enterprise Content Management vendor
    24. 24. More than 4,000 staff globally
    25. 25. Publicly Traded: NASDAQ, TSX
    26. 26. Revenue: ~ $1 Billion</li></li></ul><li>Copyright © Open Text Corporation 2008 - 2009. All rights reserved.<br />Slide 24<br />To view this presentation as a <br />recorded webinar, please visit:<br />http://campaigns.opentext.com/forms/manageassets-ss<br />
    27. 27. Damian Saccocio<br />Vice President, Solutions Marketing & Strategy<br />dsaccocio@opentext.com<br />301.548.4089<br />

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