marketing asset management as an emm cornerstone
TRANSCRIPT
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Marketing Asset Management as an EMM Cornerstone
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Marketing Used to be Simple
• Product
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Marketing Used to be Simple
• Product
• Price
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Marketing Used to be Simple
• Product
• Price
• Promotion
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Marketing Used to be Simple
• Product
• Price
• Promotion
• Place
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Advertising Used to be Simple
• I interrupted you when you were:– Reading the newspaper
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Advertising Used to be Simple
• I interrupted you when you were:– Reading the newspaper
– Driving to work
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Advertising Used to be Simple
• I interrupted you when you were:– Reading the newspaper
– Driving to work
– Opening your mail
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Advertising Used to be Simple
• I interrupted you when you were:– Reading the newspaper
– Driving to work
– Opening your mail
– Watching the evening news
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The Traditional Marketing Funnel
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Is that ever changing!
• Today’s consumer wants:
–Communication on their timelines
– Interaction on their terms
– Engagement, not interruption
–People other than me delivering my message
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Simple: A fondly remembered word!
• Mobile Phones
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Simple: A fondly remembered word!
• Mobile Phone
• POS Digital Signage
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Simple: A fondly remembered word!
• Mobile Phone
• POS Digital Signage
• Internet / Reviews
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Simple: A fondly remembered word!
• Mobile Phone
• POS Digital Signage
• Internet / Reviews
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Simple: A fondly remembered word!
• Mobile Phone
• POS Digital Signage
• Internet / Reviews
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Simple: A fondly remembered word!
• Mobile Phone
• POS Digital Signage
• Internet / Reviews
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Simple: A fondly remembered word!
• Mobile Phone
• POS Digital Signage
• Internet / Reviews
• E‐mail
• Plus a plethora of fragmented traditional media too.
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How do you possibly manage your message across
so many platforms and with such instant demands?
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The Answer is Marketing Asset Management.
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With MAM, marketers can deliver:
• The Right Message
• To the Right Person
• At the Right Time
• In the manner he/she wants to consume it
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Marketing asset management combines digital asset management, collateral customization and marketing automation technologies in one, easy‐to‐use marketing storefront interface to:
• improve brand compliance,
• improve measureable return on marketing investment,
• eliminate repetitive tasks,
• enable speed‐to‐market and
• engage distributed marketers.
Saepio Definition of MAM
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Enterprise Marketing Technology
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The Elements of MAM
• Digital Asset Management
• Collateral Customization
• Marketing Process Automation
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DAM: A New Perspective• DAM’s Historic Role for Marketers:
– Store assets
– Search assets (meta‐data indexing)
– Share assets (easy access)
– Create efficiency
• Challenges of DAM for Marketers– Versions of collateral (ads, direct mail, et cetera) must all be stored
– Version control becomes challenging / DAM begins to bloat with previous versions that are unlikely to ever be touched again
– Crops of images are new images with new metadata
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DAM from a MAM Perspective• MAM Philosophy
– MAM works from the philosophy that a DAM should be a living repository that can immediately be made actionable into relevant marketing collateral.
• Digital asset management is at the foundation of MAM … but MAM is very different from traditional DAM.
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DAM from a Marketing Perspective• DAM within MAM looks and feels a lot like traditional DAM
• But some very important differences are applied to make DAM actionable for marketing applications
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DAM from a Marketing Perspective• Example One
– With DAM, each time an image is cropped, that cropped image is typically added as a new, unique asset in the DAM.
– With MAM, a single image is stored and meta‐data indexed and virtual crops are applied.
• LiveCrop– One image can have multiple views.
» Efficient for storage.
» Efficient for meta data management.
» And essential for delivering the right message at the right time to the right person in the right medium.
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DAM from a Marketing Perspective• Example One
– With DAM, each time an image is cropped, that cropped image is typically added as a new, unique asset in the DAM.
– With MAM, a single image is stored and meta‐data indexed and virtual crops are applied.
• AutoCrop– Establishes a focal point for an image.
– Sets minimum and maximum viewing areas for the image.
– Enables auto‐resizing functionality for print ads, mobile screen displays, web banners and more.
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DAM from a Marketing Perspective• Example One
• AutoCrop
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DAM from a Marketing Perspective• Example Two
– With DAM, each unique version of a marketing collateral item (a direct mailer, for example) is catalogued and stored for future use/alteration if needed.
– With MAM, content for each version of the marketing collateral is stored, but not as finished artwork.
• Content assembly takes place in collateral customization.
• Each version is stored as a recipe, ready for “just in time” assembly.– Result is efficient DAM storage.
– Result is brand compliance.
– Result is most current content being utilized.
• Case Example: BMW motorcycle dealership. – When a new dealership is added, the marketing objects for that dealership are added to
the DAM within MAM.
– All collateral is instantly available to that new dealership … with no art director involvement / no new versions of artwork required.
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DAM from a Marketing Perspective• Example Two
• Case Example: BMW motorcycle dealership.
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The Elements of MAM
• Digital Asset Management
• Collateral Customization
• Marketing Process Automation
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Making Assets Actionable• Collateral Customization is the key to turning the DAM system into a living
marketing effectiveness tool.– Template based v. finished artwork based.
• Content versions can be assembled through:– User interaction within a browser.
– Batch automated processing.
– Regeneration of saved “recipes.”
– Always relevant content.• Most current content.
• Empowers distributed marketing networks.
• Enables one‐to‐one communication.
– Cross media application.
– Multi‐lingual application.
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Making Assets Actionable• Collateral Customization is the key to turning the DAM system into a living
marketing effectiveness tool.
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The Elements of MAM
• Digital Asset Management
• Collateral Customization
• Marketing Process Automation
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Marketing Automation = ROMI• Marketing Process Automation is where profound return on marketing investment
begins within a MAM system.– DAMs provide solid ROI.
– MAM brings exponential benefit.• MAM takes human time out of previously labor intensive and costly processes.
• Case Example 1 – Ad resizing at national mobile carrier with 75 weekly ad insertions.
– Old System
» Production artist spends from 30 minutes to an hour adjusting ad size for each ad insertion.
» If an agency is involved, triple the time for account service and approval processes.
» Total time = 2.5 hours.
» Total weekly cost = $23,437($125 per hour x 2.5 hours x 75 ads)
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Marketing Automation = ROMI• Marketing Process Automation is where profound return on marketing investment
begins within a MAM system.– DAMs provide solid ROI.
– MAM brings exponential benefit.• MAM takes human time out of previously labor intensive and costly processes.
• Case Example 1 – Ad resizing at national mobile carrier with 75 weekly ad insertions.
– With MAM
» Traffic manager enters ad dimensions into database and clicks submit.
» Total time = One hour.
» Total weekly cost = $125($125 per hour x 1 hour)
– PLUS the MAM system would have also automatically routed the ad with insertion order to the publication.
– Weekly Savings = $23,312
– Annual Savings = $1,212,224
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Marketing Automation = ROMI• Marketing Process Automation is where profound return on marketing investment
begins within a MAM system.– DAMs provide solid ROI.
– MAM brings exponential benefit.• MAM takes human time out of previously labor intensive and costly processes.
• Case Example 2 – Oncology brochure creation at 170 hospitals in national healthcare system.
– Old System
» Marketing communication coordinators, copywriters and production artists at each hospital would create 170 different versions of an oncology brochure.
» Six hours project coordination.
» Four hours copy development.
» Three hours of production design.
» Internal employee cost of $40 per hour.
» Total time: 13 hours per hospital.
» Total cost = $88,400($40 per hour x 13 hours x 170 locations)
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Marketing Automation = ROMI• Marketing Process Automation is where profound return on marketing investment
begins within a MAM system.– DAMs provide solid ROI.
– MAM brings exponential benefit.• Case Example 2 – Oncology brochure creation at 170 hospitals in national healthcare system.
– With MAM
» Corporate marketing places assets (images, copy) in DAM, creates templates, links to local marketing data based assets.
» Six hours project coordination.
» Four hours copy development.
» Six hours of production design.
» Internal employee cost of $40 per hour.
» Local marketer accesses MAM system and approves local version in 30 minutes or less.
» Total time: 16 hours at corporate / .5 hours at each hospital
» Total cost = $4,040($40 per hour x 16 hours + $40 per hour x .5 hours x 170 locations)
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How MAM Powers Marketing• MAM reduces expenses … dramatically.
• MAM provides strong brand control.
• MAM enables speed to market.
• MAM improves marketing workflow and effectiveness.
• MAM engages distributed marketers.
• MAM improves ROMI.
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Saepio MAM Case Studies …
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MAM in Action – HCA• Health Corporation of America
– Shared MAM system with 170 hospitals.
– Reports ROMI of up to 50 % on its MAM investment with only 40% of hospitals currently participating.
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MAM in Action – BMW• BMW Motorcycles
– Consistent use of current brand marketing collateral.
– Reduced corporate staffing needs to support dealer network.
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MAM in Action – CVS• CVS Pharmacy
– Automated marketing collateral content assembly across nationwide retail network.
– Fully integrated ECM / DAM.
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MAM in Action – Sprint• Sprint Corporation
– Dramatically reduced costs of ad resizing for authorized dealer network.
– Streamlined coop fund management process.
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MAM in Action – Curves• Curves International
– Consistent brand messaging worldwide and in‐language.
– Image versioning to meet cultural standards.
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Conclusion• Marketing Asset Management …
– Assets are at the foundation of EMM.
– Is essential for customer engaging marketing.
– Personalizes messages while protecting brands.
– Creates an exponentially stronger ROMI.
– Becomes the engine of EMM.
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Questions?
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Contact InformationJohn Thomson, President877‐468‐7613 / 816‐777‐[email protected]