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DAM-Enabled Brand Marketing Processes

  • ID: 590868
  • Report
  • November 2007
  • 40 Pages
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Maximizing the operational productivity of marketing, sales, Web production and creative teams with centralized collection of brand and marketing assets and automation support of marketing communication projects.

How automation within marketing operations:
- Speeds time-to-market of online and offline marketing content
- Enables rapid synchronization of online and print marketing communications
- Improves brand-voice consistency while reducing defect rates and off-brand messages
- Lowers the total life cycle costs of marketing contentand
- Enables reallocation of internal cost-savings to other revenue-generating investments such as additional media or ad word buys, higher production values of media, etc.

Many secondary, unintended consequences continue to flow from the broad adoption of the Internet. Notably, Internet adoption has necessitated the digitization of marcom supply chains. Electronic systems now manage thousands of requests for proposal, media-insertion orders, and invoices, as well as the production, distribution, review, and final authorization of marketing materials.

With sudden clarity and alarm, management can see inefficient workflows and processes and call for corrective action. As a result, many firms now pursue an aggressive strategy of outsourcing inefficient, non-core activities and processes.

Many marketing operations outsource collateral creation, localization, print production, and fulfilment. Progressive operations now outsource entire business functions, such as creative services, publishing, and Web site management.

This outsourcing of business functions results in what analysts call marcom supply-chain integration and the application of strategic sourcing disciplines to marketing procurements.

Marcom supply-chain integration emphasizes the outsourcing of complex workflows to centers of excellence: business operations that incorporate best practices, high levels of workflow automation, and the disciplines of continuous quality improvement.
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Page 4 Executive Summary

Page 9 Introduction to DAM

Page 10 What types of digital files should management consider putting into an asset repository?

Page 11 What distinguishes various types of digital assets?

Page 12 What makes a computer file into a digital asset?

Page 13 What user functions of a digital supply-chain strategy speed the collaborative creation of digital assets as well as the reuse of these assets across multiple projects?

Page 14 What constitutes a corporate repository of digital assets and final-form marketing content?

Page 15 DAM Strategies for Marketing Operations

Page 23 Business Case for DAM-Enabled Marketing Operations

Page 24 How are $7M in savings from DAM identified within a $40M global marketing budget?

Page 25 How does GISTICS develop a top-down cost-savings model for DAM?

Page 26 How does a digital asset lifecycle reveal the true cost of marketing collateral?

Page 27 How does a digital lifecycle reveal the true cost of marketing collateral?

Page 28 What is one of the largest and most overlooked costs of a marketing operation?

Page 29 How can an enterprise DAM system save $33,537 and 60 time-to-market days in reviewing previous “best practice” campaigns?

Page 30 How can an enterprise DAM system save $58,569 and 105 time-to-market days in approvals of campaigns and copy-concepts, a typical design activity of the marketing supply chain?

Page 31 How can an on-demand DAM system save $105,034 and 79 time-to-market days in shipping a complete set of “ready to print” collateral with high-resolution artwork to global partners?

Page 32 How can an enterprise DAM system save $72,510 and 88 time-to-market days in localizing one new-product brochure for 25 markets?

Page 33 How can an enterprise DAM system save $41,944 and 48 time-to-market days in confirmed delivery of packaging artwork to 12 printers worldwide?

Page 34 How can the automation of marketing and packaging tasks lower costs and time to market of critical selling images and multimedia marketing content?

Page 35 Case for Interwoven MediaBin

Page 39 About Us
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- Interwoven
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