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31/03/2014

Managing Brand Experience Every Day

The key role of rich media in efficient and effective marketing operations

ADAM Software

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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

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Customer

experience

has become

THE key driver to

increase

sales!

Source of images: INDG

4 28/03/2014

Video has 10

times more

impact on the

intention to buy than static

information

(Brightcove, 2012)

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Rich-media provides the most engaging marketing content within

the customer experience

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An engaging customer journey

through rich-media content

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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

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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

Dig

ital S

helf

Business Marketing Processes |

Asset Users

Business

marketing

processes –

using content

with day-to-day

operations

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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 Dig

ital S

helf

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What are the operational challenges of rich-media use within the

customer journey?

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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

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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!

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ADAM value proposition in rich-media marketing operations

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RICH MEDIA

CONTENT

MANAGEMENT

Creation,

organization, storing,

collaboration,

metadata,

formatting, etc.

Creative Group

Production

Rich-media content management Creative group production

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The Digital Shelf serves business

applications for enterprise marketing

RICH MEDIA

CONTENT

MANAGEMENT

BRAND PRODUCT

CAMPAIGN GENERAL

Dig

ital S

helf

MRM

Campaign management

Portals

Agencies

Local marketing

...

BUSINESS

PROCESSES

SUPPORT

Collateral creation,

brand management,

localization,

advanced workflow,

etc.

Marketing

Department

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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

Dig

ital S

helf

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BUSINESS

PROCESSES

SUPPORT

MRM

IMM

Campaign management

Portals

Local marketing

...

... for an engaging customer

experience/journey

RICH MEDIA

CONTENT

MANAGEMENT

BRAND PRODUCT

CAMPAIGN GENERAL

Dig

ital S

helf

OMNICHANNEL

TOUCHPOINT

PUBLICATION

E-commerce

IMM

CRM

Events

Packagers

Mobile publisher

WCM

...

CUSTOMER

JOURNEY

ENABLER

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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

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Some customer references

Omnichannel

retailers FMCG

Consumer durable

goods

Life science and

pharmaceuticals

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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?

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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

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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

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Complex set-up Making marketing operations inefficient and not effective

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Solution Central marketing content management platform: (DAM/PIM + ECM)

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Reduced time-to-market Manage marketing platform costs Improve asset reusability Improved communication between product and marketing team Increase product sales conversion

Key Outcomes

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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

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LEGO LAP is a portal to enable Key

Account Managers at LEGO to provide

the necessary information to

external retailers

Business Background

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Lego Asset Portal

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Lego Asset Portal

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Lego Asset Portal

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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

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How Can We Help You?

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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