For large global organizations, digital asset management (DAM) as a service means greater efficiency. Organizations are increasingly using the service-model approach to rethink their digital assets
Choosing Distributed Marketing Technology: 7 Key Considerations for the CTO/CIOSaepio Technologies
This document discusses 7 things a CTO should know about distributed marketing management technology:
1. Focus on foundational elements like customer data, insights, onboarding, content repositories, and engagement.
2. Look for a platform solution that aggregates point solutions and connects key foundations.
3. Such a platform can drive revenue and reduce costs by focusing on customers and optimizing processes.
4. The connected foundations also create an agile marketing organization that can respond quickly.
Crm maximizing crm effectiveness during lean timesMarcus Vannini
1) This document discusses ways that companies can maximize the effectiveness of their customer relationship management (CRM) systems during economic downturns.
2) It recommends six areas of focus: increasing sales effectiveness, improving forecasting accuracy, engendering customer loyalty, enhancing marketing results, reducing customer service costs, and leveraging CRM technologies to gain advantages when the economy rebounds.
3) Specific strategies discussed include using web tools to help salespeople prospect more efficiently, embedding best practices into sales workflows to drive consistency, integrating historical sales data into forecasting to improve accuracy, and using loyalty applications integrated with CRM to better target customers and incentives.
This document summarizes ReadyTalk's integration of various sales enablement tools to maximize conversion of opportunities into customers. ReadyTalk integrated Eloqua marketing automation to send personalized emails to prospects and track responses. It also integrated Data.com for data quality management to clean and append contact records. Additionally, ReadyTalk integrated its own conferencing platform with Outlook and Eloqua to allow sales reps to schedule online demos and track prospect attendance, helping maximize every opportunity.
We are entering into a golden age of content and media. Today, media companies are
investing huge sums of money in non-traditional media delivery options, start-ups are
innovating and redefining how the content industry works, and consumers are demanding
and expecting access to virtually any content on any device at any time. This includes media
and entertainment content, but also corporate, social, marketing and personal media. The
tectonic shifts happening in the media and content world are going to irreversibly reshape
how companies and consumers create, display, view and consume content.
Social CRM - Functional Architecture and Interactions FlowFabio Cipriani
Building long-lasting links with customer through innovative experience and co-generating value with them
Topics covered:
- Why Social CRM?
- Functional Architecture
- Flow and Value of Interactions
- What are CRM vendors doing to promote Social experience
- Pre-requisites and business questions
It was 20 years ago when a now-defunct Silicon Valley law firm placed the first clickable banner ad on Global Network Navigator (an early publisher sold to AOL in 1995). In these last 20 years, we've seen big changes in ad technology, fueled by a combination of visionary marketers and advancing technical capabilities.
Choosing Distributed Marketing Technology: 7 Key Considerations for the CTO/CIOSaepio Technologies
This document discusses 7 things a CTO should know about distributed marketing management technology:
1. Focus on foundational elements like customer data, insights, onboarding, content repositories, and engagement.
2. Look for a platform solution that aggregates point solutions and connects key foundations.
3. Such a platform can drive revenue and reduce costs by focusing on customers and optimizing processes.
4. The connected foundations also create an agile marketing organization that can respond quickly.
Crm maximizing crm effectiveness during lean timesMarcus Vannini
1) This document discusses ways that companies can maximize the effectiveness of their customer relationship management (CRM) systems during economic downturns.
2) It recommends six areas of focus: increasing sales effectiveness, improving forecasting accuracy, engendering customer loyalty, enhancing marketing results, reducing customer service costs, and leveraging CRM technologies to gain advantages when the economy rebounds.
3) Specific strategies discussed include using web tools to help salespeople prospect more efficiently, embedding best practices into sales workflows to drive consistency, integrating historical sales data into forecasting to improve accuracy, and using loyalty applications integrated with CRM to better target customers and incentives.
This document summarizes ReadyTalk's integration of various sales enablement tools to maximize conversion of opportunities into customers. ReadyTalk integrated Eloqua marketing automation to send personalized emails to prospects and track responses. It also integrated Data.com for data quality management to clean and append contact records. Additionally, ReadyTalk integrated its own conferencing platform with Outlook and Eloqua to allow sales reps to schedule online demos and track prospect attendance, helping maximize every opportunity.
We are entering into a golden age of content and media. Today, media companies are
investing huge sums of money in non-traditional media delivery options, start-ups are
innovating and redefining how the content industry works, and consumers are demanding
and expecting access to virtually any content on any device at any time. This includes media
and entertainment content, but also corporate, social, marketing and personal media. The
tectonic shifts happening in the media and content world are going to irreversibly reshape
how companies and consumers create, display, view and consume content.
Social CRM - Functional Architecture and Interactions FlowFabio Cipriani
Building long-lasting links with customer through innovative experience and co-generating value with them
Topics covered:
- Why Social CRM?
- Functional Architecture
- Flow and Value of Interactions
- What are CRM vendors doing to promote Social experience
- Pre-requisites and business questions
It was 20 years ago when a now-defunct Silicon Valley law firm placed the first clickable banner ad on Global Network Navigator (an early publisher sold to AOL in 1995). In these last 20 years, we've seen big changes in ad technology, fueled by a combination of visionary marketers and advancing technical capabilities.
Benefits of tighter Automotive Dealer-Manufacturer Data CollaborationInfosys
The automotive industry lags in its ability to collaborate through the value chain in order to maximize customer satisfaction and efficiency. Several impediments such as heterogeneous nature of Dealer-originated information, the barriers of working through protective Dealer Systems Providers (DSPs), dealer concerns of protecting sensitive information, underlying technology immaturity, and manufacturer system constraints exist.One of the most significant opportunities for improvement is how Dealers and Manufacturers can effectively, consistently, and co-operatively utilize common information for mutual benefit
infogroup solutions
Infogroup is all about business growth. We provide targeted high-value sales and marketing data, customer & market intelligence, and innovative digital engagement solutions that increase sales and customer loyalty.
The document discusses the benefits of an outsourced Demand Center of Excellence for marketing organizations. It notes that while marketing automation technologies provide benefits, many organizations struggle to realize their full potential due to a lack of skills, well-defined processes, and organizational readiness. An outsourced Demand Center can help address these gaps by providing centralized expertise and services across various demand generation functions like campaign design, operations, and technology implementation. Doing so allows marketing to improve performance, drive more predictability, and better optimize activities across the entire customer lifecycle.
The document discusses social customer relationship management (Social CRM). It defines Social CRM as a business strategy supported by technology that is designed to engage customers in collaborative conversations to provide mutually beneficial value. Social CRM encompasses a broader range of online customer interactions than traditional CRM, including social media platforms. The document outlines different Social CRM software vendors and use cases, and discusses how Social CRM can complement and enrich traditional CRM approaches by engaging customers externally.
The document discusses Siperian's master data management solutions that help companies improve data quality, consistency, and access to key business data. Siperian's MDM Hub platform provides a centralized, shared repository that resolves data conflicts to create unified views of critical business entities. This allows companies to improve business functions like sales, marketing, customer service, and risk management. Siperian MDM Hub offers a flexible, model-driven architecture that can be deployed quickly for fast ROI.
Sales enablement solutions have shown dramatic impact for both sales and marketing departments by increasing efficiency. As buyers have become more risk-averse and seek efficiencies, companies are deploying sales enablement platforms to help sales teams add value and communicate effectively while handling wider product offerings. Case studies demonstrate sales enablement platforms can boost productivity and revenue generation while reducing costs.
Metrics social crm - myths and realities - march 2011 finalDean Westervelt
This document discusses social customer relationship management (social CRM). It begins with definitions of social CRM from various experts and the presenter. It then covers key components of social CRM including strategy, technology, and data. For each component, it contrasts the current reality with the future state. Specifically, it discusses how social CRM strategies are beginning to focus on customer service and product development rather than just marketing. It also notes the need for more advanced social CRM technology and data management platforms to fully realize the future state of social CRM.
Marketing throughout the Organization using Microsoft Dynamics CRMNerea
This document discusses enabling marketing efforts throughout organizations using marketing automation solutions. It makes three key points:
1) Marketing is no longer just the job of marketers, but requires coordination across departments as every interaction can be a marketing opportunity. Marketing automation can help capitalize on these opportunities.
2) Marketing automation solutions should be deployed across the organization, including to line-of-business teams who are closest to customers and can perform targeted marketing.
3) For marketing automation to be effective throughout an organization, solutions must be easy to use, integrate with existing systems, and provide critical marketing capabilities like customer data management and communications tracking.
Innerworkings Pitch - Think Small to Get Big 3-4-13PrestonPate
The document introduces a new digital service called Integrated Marketing Management (IMM) that could provide ongoing revenue and benefits for InnerWorkings clients. IMM allows marketers to plan, budget, and execute multichannel campaigns to directly link marketing activities to business objectives. It maintains consistent messaging across channels through a centralized system. The service would require no additional costs or expertise for InnerWorkings or its clients to use.
IBM has positioned itself as the leading provider of smarter commerce solutions through strategic acquisitions and investments totaling $2.5 billion since 2010. The acquisitions have expanded IBM's commerce-related consulting services, software, and analytics capabilities. IBM's smarter commerce approach aims to optimize customers' buying, marketing, selling, and service processes by putting the customer at the center. This is designed to increase customer loyalty, revenue/margin growth, and business agility for companies.
Integrate provides B2B marketing solutions including strategy development, implementation, and optimization. Their services include custom campaign offerings with flexible pricing models and targeting, as well as analytical tools and real-time reporting for tracking performance. Integrate aims to streamline the media buying process and facilitate effective cross-channel strategies through their centralized platform and dedicated support.
Microsoft Dynamics CRM 2011 provides a feature-rich sales force automation module and strong business intelligence tools. However, its marketing and customer service modules lag behind, and it takes a lowest common denominator approach to mobile CRM. Dynamics offers flexibility in deployment options and high integration with other Microsoft products, but lacks innovation in areas like social and mobile CRM compared to smaller competitors.
Developing the Social Media Value Chain_Littlewood_Bick_2015_PresentationKerry Littlewood
The document proposes a conceptual framework for measuring social media. It conducted interviews with social media experts in South Africa to develop this framework.
It found that firms invest in social media for marketing, customer relationship management, and business objectives. Key investments are in people, content, and analytics tools. Firms also focus on integrated communications and targeting the right audience.
Customers engage in different levels, with 1% being highly active influencers. Listening to customers and influencer marketing are important.
Returns are measured against objectives like awareness, engagement, and business outcomes. Key metrics include reach, engagement, brand mentions, and sentiment. Timing of social media campaigns is also important to maximize success.
The
Social CRM is an extension of traditional CRM that is focused on customer engagement and relationships through social media and other online and offline channels. It recognizes that customers want to interact with companies based on their own needs and through social networks. Social CRM aims to optimize the customer experience by leveraging customer interactions and feedback across various touchpoints. It involves focusing on people, processes, and technologies to understand and engage customers throughout their relationship with a company.
Learn about the foundational components of Social CRM and lays the groundwork required for your company to build and maintain long and valuable
customer relationships. We build a strong case as to why Social CRM is relevant to companies today and why it is one of the most pivotal concepts to understand in business today. It is intended to meet the needs of both someone new to the
concepts, as well those requiring a comprehensive guide. Our hope is that you will find this paper serves as a starting point for your company to begin engaging deeply with your customers.
Browne & Mohan consultants provide the following recommendations for developing an effective B2B social media strategy:
1. Define clear objectives for social media engagement focused on influencing sales, awareness, or buzz. Ensure content aligns with brand values.
2. Identify preferred content formats like video, whitepapers, or blogs based on the target audience and objectives.
3. Customize content for specific social media platforms based on user characteristics and preferences on each platform.
4. Leverage both in-house and external resources to generate sufficient, high-quality content while maintaining neutrality.
5. Engage multiple organizational levels and ecosystem partners in an active engagement cycle to benefit from scale
Burnham Marketing was established to help companies expand their digital marketing capabilities. They provide strategic planning, media buying, campaign management, and training services. Jason and Michelle Burnham bring over 25 years of experience in digital marketing. They have helped web agencies generate incremental revenue and satisfy client needs by offering digital media services on a project basis. This allows for seamless integration of media and creative while demonstrating greater value to clients.
What is a digital assets management system.pdfCiente
In the modern era of technology, effectively handling and structuring digital resources such as images, videos, and documents has become a fundamental requirement for businesses and organizations alike.
DAM is essential for any organization dealing with substantial digital content, enhancing efficiency and accessibility of assets while mitigating data loss risks and ensuring compliance with regulations.
Marketers need digital asset creation to be collaborative so that assets can be reused and repurposed efficiently across multiple channels. That collaboration is only possible with a process that is powered by the marketers themselves. This new, agile process must be focused on the creation, publishing, re-use, and measurement of rich media, as opposed to finding, limiting, governing, and archiving assets. Discover how agile teams, assets, and processes can create collaborative content, better brands, and faster content marketing.
Benefits of tighter Automotive Dealer-Manufacturer Data CollaborationInfosys
The automotive industry lags in its ability to collaborate through the value chain in order to maximize customer satisfaction and efficiency. Several impediments such as heterogeneous nature of Dealer-originated information, the barriers of working through protective Dealer Systems Providers (DSPs), dealer concerns of protecting sensitive information, underlying technology immaturity, and manufacturer system constraints exist.One of the most significant opportunities for improvement is how Dealers and Manufacturers can effectively, consistently, and co-operatively utilize common information for mutual benefit
infogroup solutions
Infogroup is all about business growth. We provide targeted high-value sales and marketing data, customer & market intelligence, and innovative digital engagement solutions that increase sales and customer loyalty.
The document discusses the benefits of an outsourced Demand Center of Excellence for marketing organizations. It notes that while marketing automation technologies provide benefits, many organizations struggle to realize their full potential due to a lack of skills, well-defined processes, and organizational readiness. An outsourced Demand Center can help address these gaps by providing centralized expertise and services across various demand generation functions like campaign design, operations, and technology implementation. Doing so allows marketing to improve performance, drive more predictability, and better optimize activities across the entire customer lifecycle.
The document discusses social customer relationship management (Social CRM). It defines Social CRM as a business strategy supported by technology that is designed to engage customers in collaborative conversations to provide mutually beneficial value. Social CRM encompasses a broader range of online customer interactions than traditional CRM, including social media platforms. The document outlines different Social CRM software vendors and use cases, and discusses how Social CRM can complement and enrich traditional CRM approaches by engaging customers externally.
The document discusses Siperian's master data management solutions that help companies improve data quality, consistency, and access to key business data. Siperian's MDM Hub platform provides a centralized, shared repository that resolves data conflicts to create unified views of critical business entities. This allows companies to improve business functions like sales, marketing, customer service, and risk management. Siperian MDM Hub offers a flexible, model-driven architecture that can be deployed quickly for fast ROI.
Sales enablement solutions have shown dramatic impact for both sales and marketing departments by increasing efficiency. As buyers have become more risk-averse and seek efficiencies, companies are deploying sales enablement platforms to help sales teams add value and communicate effectively while handling wider product offerings. Case studies demonstrate sales enablement platforms can boost productivity and revenue generation while reducing costs.
Metrics social crm - myths and realities - march 2011 finalDean Westervelt
This document discusses social customer relationship management (social CRM). It begins with definitions of social CRM from various experts and the presenter. It then covers key components of social CRM including strategy, technology, and data. For each component, it contrasts the current reality with the future state. Specifically, it discusses how social CRM strategies are beginning to focus on customer service and product development rather than just marketing. It also notes the need for more advanced social CRM technology and data management platforms to fully realize the future state of social CRM.
Marketing throughout the Organization using Microsoft Dynamics CRMNerea
This document discusses enabling marketing efforts throughout organizations using marketing automation solutions. It makes three key points:
1) Marketing is no longer just the job of marketers, but requires coordination across departments as every interaction can be a marketing opportunity. Marketing automation can help capitalize on these opportunities.
2) Marketing automation solutions should be deployed across the organization, including to line-of-business teams who are closest to customers and can perform targeted marketing.
3) For marketing automation to be effective throughout an organization, solutions must be easy to use, integrate with existing systems, and provide critical marketing capabilities like customer data management and communications tracking.
Innerworkings Pitch - Think Small to Get Big 3-4-13PrestonPate
The document introduces a new digital service called Integrated Marketing Management (IMM) that could provide ongoing revenue and benefits for InnerWorkings clients. IMM allows marketers to plan, budget, and execute multichannel campaigns to directly link marketing activities to business objectives. It maintains consistent messaging across channels through a centralized system. The service would require no additional costs or expertise for InnerWorkings or its clients to use.
IBM has positioned itself as the leading provider of smarter commerce solutions through strategic acquisitions and investments totaling $2.5 billion since 2010. The acquisitions have expanded IBM's commerce-related consulting services, software, and analytics capabilities. IBM's smarter commerce approach aims to optimize customers' buying, marketing, selling, and service processes by putting the customer at the center. This is designed to increase customer loyalty, revenue/margin growth, and business agility for companies.
Integrate provides B2B marketing solutions including strategy development, implementation, and optimization. Their services include custom campaign offerings with flexible pricing models and targeting, as well as analytical tools and real-time reporting for tracking performance. Integrate aims to streamline the media buying process and facilitate effective cross-channel strategies through their centralized platform and dedicated support.
Microsoft Dynamics CRM 2011 provides a feature-rich sales force automation module and strong business intelligence tools. However, its marketing and customer service modules lag behind, and it takes a lowest common denominator approach to mobile CRM. Dynamics offers flexibility in deployment options and high integration with other Microsoft products, but lacks innovation in areas like social and mobile CRM compared to smaller competitors.
Developing the Social Media Value Chain_Littlewood_Bick_2015_PresentationKerry Littlewood
The document proposes a conceptual framework for measuring social media. It conducted interviews with social media experts in South Africa to develop this framework.
It found that firms invest in social media for marketing, customer relationship management, and business objectives. Key investments are in people, content, and analytics tools. Firms also focus on integrated communications and targeting the right audience.
Customers engage in different levels, with 1% being highly active influencers. Listening to customers and influencer marketing are important.
Returns are measured against objectives like awareness, engagement, and business outcomes. Key metrics include reach, engagement, brand mentions, and sentiment. Timing of social media campaigns is also important to maximize success.
The
Social CRM is an extension of traditional CRM that is focused on customer engagement and relationships through social media and other online and offline channels. It recognizes that customers want to interact with companies based on their own needs and through social networks. Social CRM aims to optimize the customer experience by leveraging customer interactions and feedback across various touchpoints. It involves focusing on people, processes, and technologies to understand and engage customers throughout their relationship with a company.
Learn about the foundational components of Social CRM and lays the groundwork required for your company to build and maintain long and valuable
customer relationships. We build a strong case as to why Social CRM is relevant to companies today and why it is one of the most pivotal concepts to understand in business today. It is intended to meet the needs of both someone new to the
concepts, as well those requiring a comprehensive guide. Our hope is that you will find this paper serves as a starting point for your company to begin engaging deeply with your customers.
Browne & Mohan consultants provide the following recommendations for developing an effective B2B social media strategy:
1. Define clear objectives for social media engagement focused on influencing sales, awareness, or buzz. Ensure content aligns with brand values.
2. Identify preferred content formats like video, whitepapers, or blogs based on the target audience and objectives.
3. Customize content for specific social media platforms based on user characteristics and preferences on each platform.
4. Leverage both in-house and external resources to generate sufficient, high-quality content while maintaining neutrality.
5. Engage multiple organizational levels and ecosystem partners in an active engagement cycle to benefit from scale
Burnham Marketing was established to help companies expand their digital marketing capabilities. They provide strategic planning, media buying, campaign management, and training services. Jason and Michelle Burnham bring over 25 years of experience in digital marketing. They have helped web agencies generate incremental revenue and satisfy client needs by offering digital media services on a project basis. This allows for seamless integration of media and creative while demonstrating greater value to clients.
What is a digital assets management system.pdfCiente
In the modern era of technology, effectively handling and structuring digital resources such as images, videos, and documents has become a fundamental requirement for businesses and organizations alike.
DAM is essential for any organization dealing with substantial digital content, enhancing efficiency and accessibility of assets while mitigating data loss risks and ensuring compliance with regulations.
Marketers need digital asset creation to be collaborative so that assets can be reused and repurposed efficiently across multiple channels. That collaboration is only possible with a process that is powered by the marketers themselves. This new, agile process must be focused on the creation, publishing, re-use, and measurement of rich media, as opposed to finding, limiting, governing, and archiving assets. Discover how agile teams, assets, and processes can create collaborative content, better brands, and faster content marketing.
The document discusses nine important elements of digital transformation:
1) Transforming customer experience through better customer understanding, top-line growth, and enhanced customer touchpoints.
2) Transforming operational processes such as process digitization, worker enablement, and performance management.
3) Transforming business models by modifying existing businesses digitally, launching new digital businesses, and achieving digital globalization.
Avaali provides DAM that increases the value of your brand,maximizes returns from your marketing investments and if implemented correctly can be a long term, valuable asset for any enterprise
The document discusses the need for media and entertainment companies to implement a digital asset management (DAM) strategy to manage their digital content as the industry shifts to on-demand media. It recommends taking a phased approach to DAM implementation, with careful planning, change management, and selection of technology partners and vendors. Benefits of DAM include cost savings, new revenue streams, and better rights management, but success depends on an organization's ability to manage change.
IBM Comprehensive Business-to-Partner IntegrationLightwell
Today’s environment demands flexible, well-designed partner and systems integration solutions that can help leverage existing investments, respond more easily to change, cut costs as they improve performance, and enable companies to capitalize on opportunities ahead of their competitors. Discover the benefits of IBM's Comprehensive Business-to-Partner Integration: A Tool for Revenue Growth.
One of Our Webcoupers Geniuses gave a presentation on Data Driven Marketing.
The principal idea behind being data driven in the marketing space has always been to incorporate data to in your decision-making process so as to get the best results. However, the approach towards achieving this has evolved over the years.
Data-driven marketing is the strategy of using customer information for optimal and targeted media buying and creative messaging. It is one of the most transformational changes in digital advertising that has ever occurred.
This document summarizes a white paper about using web content management systems to deliver effective eMarketing campaigns. The key points are:
1) EMarketing should drive sales, but proving its impact and quantifying results is challenging due to a lack of coordination between marketing, sales, and customer service.
2) Essential components of profitable eMarketing include consistent branding, good customer experiences, and impact measurement.
3) Web content management systems can be powerful eMarketing platforms when combined with capabilities like marketing automation, search engine optimization, and web analytics. This allows centralized management of eMarketing techniques to eliminate gaps in measuring return on marketing investment.
4) Case studies show how documenting eMarketing requirements and implementing a
White paper-data-management-platforms-november-2012IAB Netherlands
The document provides an overview of data management platforms (DMPs). Some key points:
- DMPs aggregate, integrate, manage, and deploy disparate data sources to create actionable customer insights.
- They serve as a central hub for maximizing the value of customer data assets.
- Interest in DMPs is growing as they can improve advertising targeting, embrace audience-based media buying, and help leverage large volumes of data.
- DMPs currently support uses like advertising, marketing, media sales, and commerce by creating addressable audience segments.
Customer Relationship Management (CRM) is a business strategy focused on developing and managing long-term relationships with customers to increase their lifetime value and profitability for the organization. The philosophy of CRM recognizes that maintaining strong customer relationships provides a competitive advantage through increased customer retention, loyalty, and repeat business. CRM uses customer data, technology, and processes to better understand customer needs and provide personalized customer service across sales, marketing, and service channels.
Today’s fast-paced modern business landscape demands that businesses deliver responsive, engaging experiences across multiple touchpoints and at all stages of a customer’s journey. To be able to meet these needs, organizations must now make Digital Asset Management (DAM) a strategic business priority.
Since the outset of digital publishing in the 1990s, digital libraries have housed brand images, text and graphics accessible through basic search features and early metadata indexing. But now everything is digital; online buyer research and digital marketing dominates, and eCommerce rules. So digital libraries have exploded in volume and usage. But enterprise can no longer organize their vast libraries of content using ad hoc point solutions or simple tools like email and spreadsheets.
This presentation will discuss how the management of digital assets has now become mission-critical to most organizations. It explains how to set up a strategic DAM project and how to consider the right technology partner.
This document discusses how digital asset management is key to effective content marketing in today's media landscape. It argues that digital asset management can provide three "tickets" to successful content marketing: integration, optimization, and accessibility. Integration refers to bringing together internal teams and external partners to collaborate on asset production. Optimization means streamlining workflows and facilitating connections between dispersed teams. Accessibility is about making assets easily searchable and usable for all relevant parties. The document advocates for digital asset management systems that provide these three features to help brands keep up with increasing demands for real-time, multi-channel content marketing.
accelerating_digital_transformation_understanding_and_setting_up_a_digital_se...matthew perry
The document discusses setting up a Digital Services Unit (DSU) to establish strong governance over a company's digital transformation efforts. It describes three models for a DSU governance structure: IT-centric, marketing-centric, and integrated. An IT-centric model hosts the DSU within the IT department, while a marketing-centric model houses it within marketing. An integrated model pools all digital resources into a single unit. The document recommends selecting the model based on a company's resource allocation and coordination needs to accelerate its digital transformation through a DSU.
What are the best digital transformation tools for your business?learntransformation0
These tools, whether they be cloud computing services, data analytics platforms, or collaboration tools, serve as the cornerstone upon which the basis of an organisation that has undergone a digital transformation is created.
In today's modern era, businesses must adopt digital transformation to take a competitive lead. For the most part, by leveraging digital transformation services, businesses can integrate advanced technologies like AI, IoT, and big data analytics into all aspects of a business. Given these points, digital transformation fundamentally changes operations and improves customer interactions. In addition, these services improve operational efficiency by driving automation across tasks and assist in optimizing workflows, enhancing customer experiences through personalized interactions, and enabling data-driven decision-making. Digital transformation fosters a culture of agility and innovation, providing businesses with a competitive edge. In addition, you can make the most of digital transformation to enhance collaboration, communication, and cybersecurity, while contributing to sustainability. Also, one can invest in digital transformation for their businesses to thrive, ensuring they remain resilient and capable of delivering exceptional value in a rapidly evolving market. Embrace digital transformation to unlock new potential and achieve sustainable growth.
Retail sales in India are expected to grow from Rs22.5 trillion this year to Rs28 trillion by 2016. Retailers are investing in CRM technologies to retain and grow their customer base across all channels. New technologies like clienteling, real-time engagement and customer lifecycle management are boosting sales and marketing initiatives. CRM has advanced from simply keeping customers informed to making them feel special through personalized engagement and loyalty programs.
The document discusses the challenges facing modern Chief Marketing Officers and introduces Gype as a marketing consultancy that helps companies address these challenges. Gype provides business process consultancy, IT solutions, and partnerships to bring transparency and control to marketing operations. Their services include quick scans of marketing processes, design of optimized operations, deployment of solutions, and software development and customization.
Stepping Up to the Challenges of Digital MarketingCognizant
"The advent of digital has dramatically impacted how CMOs run their marketing operations. By identifying and employing the processes, business models and technologies required in today's digitally intensive business environment, companies can strengthen their brand, enrich their relationships with customers, and manage an increasingly complex mix of partners, processes, and technologies.
Dynamics365 for Marketing is integrated with other units of the CRM System such as Customer Service and Sales for better collaboration among functional units of the entire marketing department... http://bit.ly/2IvqnKu
Similar to Revitalizing Marketing’s Digital Content Chain (20)
Using Adaptive Scrum to Tame Process Reverse Engineering in Data Analytics Pr...Cognizant
Organizations rely on analytics to make intelligent decisions and improve business performance, which sometimes requires reproducing business processes from a legacy application to a digital-native state to reduce the functional, technical and operational debts. Adaptive Scrum can reduce the complexity of the reproduction process iteratively as well as provide transparency in data analytics porojects.
Data Modernization: Breaking the AI Vicious Cycle for Superior Decision-makingCognizant
The document discusses how most companies are not fully leveraging artificial intelligence (AI) and data for decision-making. It finds that only 20% of companies are "leaders" in using AI for decisions, while the remaining 80% are stuck in a "vicious cycle" of not understanding AI's potential, having low trust in AI, and limited adoption. Leaders use more sophisticated verification of AI decisions and a wider range of AI technologies beyond chatbots. The document provides recommendations for breaking the vicious cycle, including appointing AI champions, starting with specific high-impact decisions, and institutionalizing continuous learning about AI advances.
It Takes an Ecosystem: How Technology Companies Deliver Exceptional ExperiencesCognizant
Experience is becoming a key strategy for technology companies as they shift to cloud-based subscription models. This requires building an "experience ecosystem" that breaks down silos and involves partners. Building such an ecosystem involves adopting a cross-functional approach to experience, making experience data-driven to generate insights, and creating platforms to enable connected selling between companies and partners.
Intuition is not a mystery but rather a mechanistic process based on accumulated experience. Leading businesses are engineering intuition into their organizations by harnessing machine learning software, massive cloud processing power, huge amounts of data, and design thinking in experiences. This allows them to anticipate and act with speed and insight, improving decision making through data-driven insights and acting as if on intuition.
The Work Ahead: Transportation and Logistics Delivering on the Digital-Physic...Cognizant
The T&L industry appears poised to accelerate its long-overdue modernization drive, as the pandemic spurs an increased need for agility and resilience, according to our study.
Enhancing Desirability: Five Considerations for Winning Digital InitiativesCognizant
To be a modern digital business in the post-COVID era, organizations must be fanatical about the experiences they deliver to an increasingly savvy and expectant user community. Getting there requires a mastery of human-design thinking, compelling user interface and interaction design, and a focus on functional and nonfunctional capabilities that drive business differentiation and results.
The Work Ahead in Manufacturing: Fulfilling the Agility MandateCognizant
Manufacturers are ahead of other industries in IoT deployments but lag in investments in analytics and AI needed to maximize IoT's benefits. While many have IoT pilots, few have implemented machine learning at scale to analyze sensor data and optimize processes. To fully digitize manufacturing, investments in automation, analytics, and AI must increase from the current 5.5% of revenue to over 11% to integrate IT, OT, and PT across the value chain.
The Work Ahead in Higher Education: Repaving the Road for the Employees of To...Cognizant
Higher-ed institutions expect pandemic-driven disruption to continue, especially as hyperconnectivity, analytics and AI drive personalized education models over the lifetime of the learner, according to our recent research.
Engineering the Next-Gen Digital Claims Organisation for Australian General I...Cognizant
The document discusses potential future states for the claims organization of Australian general insurers. It notes that gradual changes like increasing climate volatility, new technologies, and changing customer demographics will reshape the insurance industry and claims processes. Five potential end states for claims organizations are described: 1) traditional claims will demand faster processing; 2) a larger percentage of claims will come from new digital risks; 3) claims processes may become "Uberized" through partnerships; 4) claims organizations will face challenges in risk management propositions; 5) humans and machines will work together to adjudicate claims using large data and computing power. The document argues that insurers must transform claims through digital technologies to concurrently improve customer experience, operational effectiveness, and efficiencies
Profitability in the Direct-to-Consumer Marketplace: A Playbook for Media and...Cognizant
Amid constant change, industry leaders need an upgraded IT infrastructure capable of adapting to audience expectations while proactively anticipating ever-evolving business requirements.
Green Rush: The Economic Imperative for SustainabilityCognizant
Green business is good business, according to our recent research, whether for companies monetizing tech tools used for sustainability or for those that see the impact of these initiatives on business goals.
Policy Administration Modernization: Four Paths for InsurersCognizant
The pivot to digital is fraught with numerous obstacles but with proper planning and execution, legacy carriers can update their core systems and keep pace with the competition, while proactively addressing customer needs.
The Work Ahead in Utilities: Powering a Sustainable Future with DigitalCognizant
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1. VOLUME 4 • ISSUE 2 2011
A bi-annual journal produced by Cognizant
Asset Management as a Service
Revitalizing Marketing’s Digital Content Chain
2.
3. ● Asset Management as a Service
Revitalizing
Marketing’s Digital
Content Chain
New delivery models promise to increase the value of organizations’
fast-growing and sometimes voluminous digital marketing assets.
Embracing the as-a-service approach enables more collaborative
and dynamic ways of working across the value chain, returning
benefits in cost, efficiencies and new opportunities.
By Jon Christian
Digital assets are ubiquitous, essential components of business. They’re everywhere in organizations:
photos, presentations, designs, packaging, style guides, brochures, TV spots, radio spots, logos and Web
site graphics. In fact, such unstructured data is often found to represent an estimated 80% of enterprise
information.
Truth is, digital assets are easier to manage and share than traditional media ever was. To make the most
of them, organizations need to manage their digital assets in ways that match their fluid nature.
Companies create assets and then share, store, retrieve, alter and, ultimately, capitalize on them.
Management of these assets must be equally flexible. Delivering enterprise asset management
capabilities via the cloud as a service opens up corporate troves of rich media so they are accessible and
scale affordably. For large global organizations, digital asset management (DAM) as a service means
greater efficiency. But more importantly, it is shaping new opportunities. Marketing departments are a
leading example of how organizations are using the service-model approach to rethink their digital assets
and businesses with an eye toward generating new corporate value.
Asset Management as a Standardized Process
Departmental asset management solutions have only perpetuated the silos that originated back when
companies stuffed their marketing collateral into thick three-ring binders. The silos continued to form
when employees began filing marketing materials into electronic folders that sat sequestered on hard
drives. Delivery of DAM has been its downfall. With internal teams and external partners lacking direct
access to documents, videos and images, siloed DAM systems have fallen short of their goals of smart
management.
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4. Then along came the cloud. Profoundly scalable and flexible cloud technology is the perfect match for
digital assets’ dynamic nature. It unleashes the management of digital assets from its roots as a
departmental solution and expands it into a company-wide business process that packs benefits for the
entire enterprise.
Flexibility is the hallmark of the service model. Managing digital marketing assets as a service through
the cloud lets companies shape key processes in ways that make the most sense for them. So, instead of
having to procure servers and storage ahead of their content and processing needs, enterprises can scale
dynamically in real time. The business drives DAM as a service, not the other way around.
Profoundly scalable and flexible
cloud technology is the perfect match for
digital assets’ dynamic nature.
When large organizations view DAM as a business process, they can more easily standardize it and
establish best practices and operational capabilities. From there, DAM can be launched throughout the
enterprise as a service, reaping the cloud’s benefits of greater scale, efficiency and cost flexibility.
Delivering Business Processes as Services
With its evolution to a standardized capability, DAM joins the growing ranks of functional processes that
companies are buying à la carte through the cloud. The new class of cloud-delivered services is called
business process as a service (BPaaS). In addition to DAM, BPaaS includes other enterprise processes,
including HR and back-office operations such as accounting, as well as emerging functional areas in sales
and marketing operations (see article, page 35) and order management (see article, page 27).
Organizations are beginning to view the capabilities
they use to conduct business and support goals –
everything from customer support to the supply
chain – as competitive differentiators, right alongside
more traditional advantages such as usage licenses.
DAM is a natural choice for organizations as they begin to expand their adoption of cloud-based BPaaS
and apply its strengths. Why? There’s no excess capacity to maintain and no protracted, expensive
deployments to undertake. Such pragmatism is the reason why BPaaS is establishing roots so quickly. It
makes eminent financial sense not only because it reduces companies’ total cost of ownership but also
because it switches expenses that have traditionally been capital expenditures into much preferred
variable costs.
What’s more, elevating DAM to a standardized business process gives it added strategic value. Media and
entertainment organizations, for example, are beginning to view the capabilities they use to conduct
business and support goals – everything from customer support to the supply chain – as competitive
differentiators, right alongside more traditional advantages such as usage licenses. Similarly, they
increasingly view DAM as a way to gain more value from rich media through syndication, better rights
distribution, version control and metadata management.
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5. Asset Management Supports Marketing’s Changing Role
While the media and entertainment industry’s sophisticated media supply chain made it the logical
earliest adopter of DAM as a service, standardized management of rich media is moving across all
industries and through all departments. With their arsenals of digital assets, marketing departments are
leading the charge and demonstrating how DAM can relieve operational pain and drive productivity gains.
A few years ago, marketers that adopted a rigorous approach to asset management were forward-
thinking. Today, DAM is a core business function.
Marketing’s embrace of DAM comes at a defining moment for the marketing function. More companies
are requiring marketers to step beyond their traditional tactical roles and become agents for
organizational change. The message? Get more strategic. Generate corporate value and creatively use
assets to penetrate markets and churn out new products. In addition to positioning, promotion and brand-
building, be part of key strategic activities, such as sales, innovation and stock-market performance.
As part of the shift, marketing needs to optimize its processes. Central to a CMO’s influence is
consolidating control over the vast reserves of rich media that support the corporate brands and image.
Indeed, marketing’s digital assets are intrinsically tied to overall organizational value. Brand consistency
is more important than ever, and with good reason. The corporate brand accounts for an average of 5%
to 7% of the market capitalization of companies tracked by CoreBrand, a New York-based consulting firm,
for a longitudinal study.
For localization to be profitable, messages
have to be sharp and silos, dismantled.
These days, companies maintain huge collections of rich media to support their corporate brands and
strategies. Marketing traffics in hundreds of asset types, everything from printed materials such as
signage, packaging, stock photography and billboards, to broadcasting assets such as radio spots, TV
commercials and training videos. In many ways, marketing departments have taken on the information
management opportunities of publishers.
Marketing’s Challenges as it Goes Global and Local
As the volume of assets has exploded, so have the ways in which marketing uses them. For one thing,
distribution channels have morphed from one-to-one or one-to-many into multi-directional forms. Social
media has permanently pried open distribution channels, and dynamic two-way interaction between
companies and their customers is the new norm. To be successful, marketing organizations need to be
ready to capitalize on the new opportunities.
Additionally, the global reach of multinational companies means more localized marketing efforts than
ever. Localized marketing lets organizations win new customers and maximize sales. But it also requires
balancing brand consistency with tactics that are relevant and meaningful in local cultures. For
localization to be profitable, messages have to be sharp and silos, dismantled.
The sheer number of marketing assets in a global economy is mind-boggling. Think about promotional
trailers or training videos that need to be distributed globally on a diverse array of devices – TV,
smartphone, tablet, laptop, MP3 – and in multiple languages. Consider the challenges that consumer
packaged goods companies face in localizing each piece of packaging across all of their product lines. No
one said globalization would be easy.
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6. With such high stakes and a plethora of outdated manual processes, it’s no wonder that more than a few
organizations question whether they’re up to the task. According to a 2011 survey by the CMO Council,¹
many marketers question their ability to localize content and campaigns for varying markets and
audiences, and they worry about successfully enforcing brand guidelines and consistent use of brand
assets.
What’s more, concern over marketing costs runs deep throughout companies. On the lookout for new and
more cost-effective ways to perform daily activities, more than 30% of CFOs surveyed by Ernst & Young
in 2010 identified controlling content and marketing costs as their number-one target for change.²
Marketing Asset Management as a Service
Nimble, accessible DAM as a service provides the combination of smart management and lower IT costs
that marketers need to succeed in today’s business environment. We recently launched a cloud-based
service that empowers marketers to get more strategic about building brand equity through more effective
management of digital assets. Cognizant assetSERV is an enterprise platform that helps cut marketing IT
costs by reducing total cost of ownership of infrastructure, software and integration investment in favor
of a hosted BPaaS model. It enables business units to deliver the right content more quickly
and with greater control and quality (see sidebar, page 24). Processes are clear and
transparent. The service comes with best-of-breed solutions configured to each
organization’s specific needs (see Figure 1, next page).
Creativity is the heartbeat of marketing organizations, while asset
management is a support process. Our DAM as a service offering transforms
marketing asset management into an operational capability, via a central
asset repository for authorized users and the automation of hand-offs that can
bog down even the most talented marketing teams. This frees marketers to
engage in more of the innovative thinking that is earning them a role in strategic
discussions. With our support resources running the platform, companies can
focus on marketing strategies and smart tactics.
Additionally, multinational companies can create a platform for management of all types of rich media –
any marketing campaign, any deliverable – and all of the associated workflow.
Enterprises are looking to new views of
their marketing organizations’ images, videos
and audio files as sources of innovation, sparking
creative opportunities to enter new markets,
develop new products and ultimately
improve their bottom lines.
Bringing Balance to the Client/Agency Equation
Marketing assets also involve complex relationships. The client/agency partnerships that produce assets
are larger than ever and as complicated as always. A DAM as a service offering can bridge the gaps that
can open among partners. It lets marketing organizations and their partners – ad agencies, production
facilities, design firms and printers – flex as needed. They can upload and download files, and scale up
and down to add users as projects and campaigns demand.
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7. For agencies, DAM as a service acts as a global platform for creating and supporting complex new-product
rollouts. For companies, it becomes a central repository through which they retain full access to their
digital marketing assets, even as their creative partners may change.
Hosted enterprise DAM resolves a number of operational headaches. Duplication of effort and cost, for
example, is a huge problem for marketing organizations. Hard-to-locate collateral is at risk of being
created over and over. Forty-five percent of marketers surveyed by the CMO Council lacked real-time
access to inventory or use of materials in their marketing supply chains. Fifty-one percent have sent out
old or outdated content.³
DAM as a service reduces the risks and costs of obsolete material by making images, videos and audio
files easy to find. Marketing can develop workflows for asset-related business processes – metadata
tagging, review and approval processes, asset transformation – and deploy them in weeks instead of
months. Workflows streamline the collection of metrics so marketing can track the assets used most
often. They know where every piece of content is distributed. DAM specialists, located inside or outside
the traditional marketing department, can lend a hand with seasonal spikes in demand, as well as one-
time events that require staff augmentation.
The Anatomy of Cognizant assetSERV
Cognizant assetSERV is an enterprise platform for digital marketing assets that
bundles infrastructure, software and integration in a hosted BPaaS model.
Business Application Support
Support Desk Desk
Quality Localization Metadata Application
Control Tagging Support Enhancements Reporting
Services
Ingestion Creative Onboarding Infrastructure Upgrades
Services Monitoring
Services Services Support
Library Administration Content Management Administration Support for
User Groups, Metadata, Security Settings
Platform
UI (Customer-Branded) Manage Ingest
Asset Workflow/BPM
Faceted Search Distribute Transcode
Infrastructure
Storage Network Servers Database
Partners
Cloud: Amazon Digital Asset Management: Content Management:
Web Services Media Beacon Signiant
FIGURE 1
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8. How assetSERV Works
Here’s an example of how a marketing team uses Cognizant assetSERV to collaborate on
content and contribute to the centralized repository.
1. Corporate marketing partners with an external agency to develop an ad
campaign, creating “soft proofs” directly within assetSERV, eliminating
the need to print, scan or e-mail.
2. Next, the agency uploads the campaign and its individual assets –
images, text and logos – into assetSERV, which automatically routes the
package to corporate marketing for review.
3. Using assetSERV’s preview feature, corporate marketing annotates and
marks up the assets, and the assetSERV system routes the materials
back to the agency. The agency checks out and downloads the revisions,
makes changes and then uploads the revised package and checks it back
in. Teams easily track, view and compare versions throughout the
project's lifecycle, documenting the iterations along the way to support
reporting and metrics.
4. Once marketing signs off, assetSERV forwards the package to the legal
department for review – another time-saving step that ensures legal
approval is in place prior to publication – and then to specialists who
add detailed metatags and sets appropriate security levels.
5. Marketing publishes the campaign’s assets and linked components to the
consolidated repository, making them available to authorized users
worldwide.
Digital distribution is secure and allows timely and cost-effective delivery. Authorized
users can access marketing material no matter where it originates.
The next step is localization. Here’s how regional marketing teams use assetSERV to
customize content:
1. Authorized regional marketing teams log in and easily locate and request
materials.
2. Leveraging business process outsourcing resources, assetSERV provides
cost-effective localization – translating text, inserting territory logos and
adding other regional or cultural adjustments. It applies metatags to the
custom versions and routes the assets back to the authorized users.
3. Once the new asset is approved, it’s published and ready for download
via secure links.
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9. Because all components are integrated within a single platform, deployment, development and
integration are more streamlined and occur in a fraction of the time for an enterprise deployment. In
addition, by implementing DAM as a service, marketing organizations create a single point of contact,
ending the headaches of signing contracts with multiple vendors, infrastructure companies and systems
integrators.
Managing The Digital Future
Smart enterprise management of digital assets means better collaboration and improved use of assets.
Delivering DAM as a standardized service allows organizations to act cohesively and scale up and down
as needed. But efficiency and affordability are only the initial benefits. Enterprises are looking to new
views of their marketing organizations’ images, videos and audio files as sources of innovation, sparking
creative opportunities to enter new markets, develop new products and ultimately improve their
bottom lines.
Footnotes
1
“The 2011 State of Marketing,” CMO Council, 2011.
2
“Poised for Digital Growth: Preserving Profitability in Today’s Digital World,” Ernst & Young, 2010.
3
“Mapping + Tracking: The Optimized Marketing Supply Chain,” CMO Council, 2010.
Jon Christian is an Assistant Vice President within Cognizant’s Information, Media and Entertainment
(IME) Business Unit and leads the company’s Digital Asset Management (DAM) Practice. Jon has
successfully led DAM teams on everything from strategy definition, investment justification and ROI
analysis, through design, integration, implementation, change management and support. He can be
reached at Jon.Christian@cognizant.com.
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