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Organizational Transformation in a Marketing Operation: The role of the new CMO
| Author | Beth Weesner, Shawn Mielke |
|---|---|
| Abstract | With new, disruptive trends such as social media heavily influencing marketing decisions, how do you market to the new, self-directed consumer? The new marketing operations executive understands that there is an art to marketing, can help develop management systems and platforms and processes for standardization, while leaving room for some creativity to occur. |
| Editorial | What is the new role of the CMO in today’s complex marketing landscape? Beth Weesner and Shawn Mielke address the challenges presented by today’s self-directed consumers. As Michael Moon states, “the notion of a self-directed consumer and how you market to them has fundamentally forced marketers into thinking in terms of a 360-degree engagement model.” The new CMO needs to be more tech-savvy and grounded in an analytical background in order to deal with the influence of the new consumer, resulting from disruptive social media technologies. |
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Business Intelligence and Predictive Indicators for the Performance-Driven Organization
| Author | Laura Patterson |
|---|---|
| Abstract | With new, disruptive trends such as social media heavily influencing marketing decisions, how do you market to the new, self-directed consumer? The new marketing operations executive understands that there is an art to marketing, can help develop management systems and platforms and processes for standardization, while leaving room for some creativity to occur. |
| Editorial | How can predictive models enable an enterprise to calculate the ROI of their marketing efforts? We spoke with Laura Patterson on the importance of web-powered real-time analytics, whereas historically a rear-view mirror approach to analytics was the only possibility. Laura advocates the use of real-time analytics to track and monitor marketing activities to enable marketing agencies and CMO’s to take a forward-looking view at their ROI measurements. |
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Implementing DAM as a Creative Driver for Multi-Channel Retail Operations: Michael Moon and Andrew Salop interview BJ Gray of Victoria’s Secret
| Author | BJ Gray |
|---|---|
| Abstract | Implementing an Online Digital Asset Management System - It is everyone’s dream to have every image ever shot, every retouched image in one place. Having assets archived properly not only protects them from loss or corruption but it helps drive time and cost efficiencies as it expedites the photo selection for upcoming creative projects. However, it is even a bigger dream to have all of that plus a DAM system that can be accessed from anywhere and has robust set of tools to drive more efficient workflow-rights management, image selection, approvals, and distribution. To implement a creative “hub” for all your images and projects, not only connects various organizations but your external business partners as well. |
| Editorial | What buying criteria do marketing executivse employ to go digital with a successful multi-channel publishing? Michael Moon and Andrew Salop (of Metaseed.NET) interview BJ Gray on how she researched different types of systems to find a solution to work around the needs, language and established workflow at Victoria’s Secret. |
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Embracing Marketing Operations: What’s in it for DAM professionals?
| Author | Gary M Katz |
|---|---|
| Abstract | The Internet is a great equalizer in leveling the playing field for buyers and sellers. Today, customers have more power than ever and, together with investors, are holding enterprises to new levels of accountability to deliver on the representations they make to the market. Transparency and trust are intricately intertwined. Web 2.0 amplifies and reinforces this shift from selling to naive prospects to building trusted relationships with savvy customers. |
| While products were once key business differentiators, a slippage in brand loyalty indicates that few companies today can build a sustainable business strategy on technology differentiation alone. The experience a customer has while interacting with the company through each phase of the business relationship is now paramount. Managing customer experience, especially on the Internet, is a tenuous endeavor. Web 2.0 may create some uplift in two-way communication, but it also contributes to increased liability exposure. Anyone–even a company’s own disgruntled employees - can use blogs, wikis, forums and other vehicles to circulate information on the Web that can substantially help or hinder an enterprise’s credibility. Gary Katz, founder and CEO of Marketing Operations Partners, believes that CMOs, supported by their Marketing Operations (MO) teams, are in a unique position to help enterprises manage this transition. The evolving discipline of MO addresses the customer relationship continuum end-to-end - from first touch through outbound marketing to nurturing through the sales funnel, from building customer affinity through voice of the customer and loyalty programs to leveraging that affinity to engaging the most evangelistic customers in the sales and marketing process. In this interview, Katz shares his insights on the areas MO addresses, why it is increasingly important in today’s world, and how it can help enterprises deliver on accelerating customer expectations and business objectives. |
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| Editorial | Web 2.0 amplifies and reinforces a shift from selling to naive prospects to building trusted relationships with savvy customers. How can a CMO best manage this transition? According to Gary Katz, the ideal CMO will bring to the table a range of skills spanning vendor management, financial analytics, project management, and overall, the ability to map processes and capture best practices. |
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The dawn of Lean marketing
| Author | Roy Dewell |
|---|---|
| Abstract | Lean systems is a well-established methodology for reducing waste,increasing efficiency and increasing the professionalism of the people employed. In this paper, the author argues that marketing is poised to move from implementing individual systems such as DAM or marketing segmentation towards managing the whole of marketing along Lean principles. He believes that the growing number of successful case studies, plus pressures created by increases in “below the line” marketing, demands for regulatory compliance as well as the demands on CMOs to deliver better reporting are major driving forces. Surveys show that significant numbers of companies intend to make this move by the end of 2007, while at the same time the leading marketing systems vendors are announcing products which now are directed at total marketing. |
| Editorial | What are “lean systems”? Roy Dewell, Managing Consultant for Lean Marketing at PIPC UK, authors the next article, traces the origins of lean marketing to related engineering and production value propositions. His central argument proposes the application of lean marketing principles to the implementation of a DAM. |
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Marketing resource management: A hype or a must have?
| Author | Atilla Kerpisci |
|---|---|
| Abstract | It is certain you have come across references to MRM before. MRM adds to your means of marketing communication and allows the full integration of a variety of marketing processes, but also beware of the pitfalls and fairytales. |
| Editorial | Is Marketing Resource Management (MRM) a hype or a must have? Atilla Kerpisci of Nykamp Nyboer presents a short article next, entitled “Marketing Resource Management: Hype or Must-have?” Read on for an informed and practical overview of the topic. |
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Quality marketing: Making marketing more strategic
| Author | Laura Patterson |
|---|---|
| Abstract | In various studies over the course of the past year, accountability has surfaced as one of the top issues on marketer’s minds today. From the Association of National Advertisers, to Frost & Sullivan, to IDC, to the CMO Council, marketing accountability as been front and center at conferences and in articles. The reason is that CEOs are demanding more accountability from marketing. |
| Editorial | How can a CEO measure the accountability of their marketing efforts? Laura Patterson of Vision Edge Marketing presents a brief article entitled “Quality Marketing: Making Marketing More Strategic”. This guide should assist CEOs in measuring accountability of their marketing efforts, through the selection and implementation of workable metrics, how to define market share and calculate business outcomes. |
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Marketing resource management: Making the most of investments through more efficient DAM, marketing operations and marketing-related business processes
| Author | Scott Allan |
|---|---|
| Abstract | For many companies, the marketing department is the last business function to use information technology to automate processes. Without a comprehensive platform approach, applications designed for marketing departments are really point solutions. Some focused on tracking the results of marketing activities such as printed direct mail. Some focused on collaboration. Others focused on Web-based marketing. In the past few years, senior marketing executives have taken a step back and realized that ad-hoc point solutions aren’t the answer. What they need is a long-term, integrated IT strategy designed for marketing: Marketing Resource Management (MRM). |
| Editorial | How can Quark’s technology assist users in streamlining their marketing operations? Scott Allan of Quark drills down into some case studies of Quark’s MRM platform and its place in a corporation’s long-term, integrated IT strategy. |
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MRM; making DAM and CRM stick together: The ten functional areas of marketing
| Author | Romek Jansen, Frans Riemersma |
|---|---|
| Abstract | The marketing function is becoming more complex. Marketers are trying to launch more campaigns in shorter time frames addressing more target audiences. In the process of bringing your marketing message to the consumer, you need many different processes, skill sets supported by a variety of software, ranging from DAM to CRM, including also ERP and BI. With these facts in mind, we discuss a model called the ‘10 functional areas of marketing’. This model helps marketers to create an integrated marketing environment that performs better, faster and cheaper. Vice versa, the model helps software vendors to create their own roadmap for new functionality. |
| Editorial | How can marketers integrate different technologies to streamline their marketing operations? This piece guides the business leader towards integration of DAM with MRM, increasing marketing efficiency through the examination of ten functional areas in marketing resource management. |
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Subscribing to your DAM – The opportunity for Software-as-a-Service in the digital asset management market
| Author | Jon Schupp, Mukul Krishna |
|---|---|
| Abstract | Until now most DAM solutions have been sold as licensed software applications. While Software-as-a-Service model DAM systems have been available since the dawn of digital asset management as a software category, market acceptance was hampered in the past by internet connectivity constraints and the high cost of online storage. The concurrent spread of broadband access and the steep drop in the price of spinning disk storage over the past several years has created conditions more favorable to a direct comparison of the hosted service and licensed software options for DAM solutions. The hosted service delivery option emerges as the superior choice in this comparison, setting the stage for explosive growth of the DAM SaaS category, especially in the corporate communications and marketing customer segment of the market. |
| Editorial | How can SaaS help empower an enterprise DAM system? Jon Schupp of Corbis (with Mukul Krishna) explores why the growing market acceptance of SaaS solutions such as Salesforce.com are bringing explosive growth to the hosted DAM market sector. |
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Strategic management of media assets for optimizing market communication strategies, obtaining a sustainable competitive advantage and maximizing return on investment: An empirical study
| Author | Albert van Niekerk |
|---|---|
| Abstract | As companies continue to streamline and reengineer their business models, the twin environmental forces “technology” and “global markets” enforces faster market communications. Marketing managers are in need of media logistic solutions that contribute directly to efficiency, productivity, competitive advantage, a high ROI and comply with the overall success of the business. In addition, managers must adopt a media asset management (MAM) system as part of their strategy because the management of media assets present some unique challenges and require solutions designed to streamline the management of digital media. MAM service providers, however, lack the objectivity to address this current and emerging need. Many offer services that do not link value activities along the company’s value chain – therefore, the business gains no value from these assets. The purpose of this paper is to introduce empirical results from applied research in the form of models and strategies, which will empower users in the efficacious management of media logistics so that the overall financial and strategic objectives of the enterprise will be met. Implementing these models and strategies will reduce the time and cost of media productions, maximize the ROI from media assets, bring new products and services faster to market and streamline compliance. |
| Editorial | What strategies can empower users in the efficacious management of media logistics? This empirical study, “Strategic Management Of Media Assets For Optimizing Market Communication Strategies,” is authored by A.J. Van Niekerk, of the University of Johannesburg. Models and strategies are presented succinctly by Van Niekerk for the efficacious management of media logistics. |
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Realizing the value proposition of hosted DAM solutions – A case study
| Author | Mukul Krishna |
|---|---|
| Abstract | The value proposition of DAM and more importantly DAM as SaaS is no longer a “leap of faith”. DAM is now a “must-have” for organizations looking at gaining marketing efficiency. Market evolution aided by infrastructural and technology advancements in storage, security, bandwidth, Rich Internet applications and web services have created a landscape that puts customers in a situation that they never were in before - they have choices. Customers have a wide array of solutions and many flavors of DAM to choose from - both, installed and hosted. With a proactive vendor community that is constantly evolving with the demands of its customers, this market is positioned as never before to see robust growth in the years to come. |
| Editorial | What is the value proposition for hosted DAM solutions? Mukul Krishna, Industry Analyst at Frost & Sullivan, brings us this value proposition for DAM as software-as-a-service, in the current vibrant DAM landscape, with a case study of hosted DAM at Reebok--demonstrating an enviable speed to show a return on investment! |
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Building DAM solutions for service-oriented architecture
| Author | Chuck Hurst, Eric Hoffert |
|---|---|
| Abstract | Service-Oriented Architecture (SOA) has become a tidal wave in the Information Technology (IT) world. But what expectations does this surge place on Journal of Digital Asset Management (DAM) vendors? What implications does it present for analyzing and acquiring DAM to fit within an SOA environment? How can DAM pilot projects be adapted to deliver on SOA requirements? This article will discuss methods to specify requirements, business workflows, and pilot scenarios for DAM applications when you know that the answer for an enterprise is SOA. Real world results from a DAM SOA pilot will also be reviewed. |
| Editorial | What types of results can be delivered in a DAM SOA pilot?This excellent, thorough piece presents many points which should be considered by DAM vendors in adapting DAM to fit within a SOA environment. |
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The ROI of DAM at National Geographic Channels International
| Author | Eric Marks |
|---|---|
| Abstract | Journal of Digital Asset Management (DAM) is rapidly gaining recognition as a key component of an enterprise content management strategy. It is important to recognize the growing need to create, store, retrieve and manage rich media files. DAM solutions providers identified this need and are offering a variety of options to manage digital assets, including installed software managed in-house, hosted solutions managed outside the organization or the best of both worlds – systems that begin as hosted solutions and then, as an organization’s IT infrastructure becomes more sophisticated, can be easily converted to an installed solution. This article explores the DAM strategies National Geographic Channels International is deploying and how their business case for DAM considers business model, enterprise adoption rate, and the question of in-house vs. outsourced. Hard cost savings, business process efficiency improvements, and the ability to take advantage of rapidly emerging market opportunities are contributing factors to ROI and DAM solution justification. |
| Editorial | How did National Geographic Channels International deploy their multichannel DAM system? This case study explores the DAM strategies National Geographic is deploying and how their business case for DAM considers business model, enterprise adoption rate, and the question of in-house vs. outsourced. |
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Brand franchise prototyping
| Author | Michael Moon |
|---|---|
| Abstract | This article explains how Randstad Holding used the deployment of an integrated marketing operations platform to achieve rapid annual earnings growth and a commanding position in the global market for flexible work, human resources services, professional placement, and payroll services. |
| Editorial | How did an international staffing agency use DAM to build their marketing operations platform? |
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Carbon monoxide costs in your marcom supply chain
| Author | Michael Moon |
|---|---|
| Abstract | Michael Moon, in this article, suggests the use of a project-event lifecycle model such as this to benchmark the hidden “carbon monoxide” costs in your marcom supply chain, quantifying the costs and delays that result from ineffective and inefficient collaboration and creative problem-solving—how to save time, reduce costs and speed up cycle times for new launches. |
| Editorial | In this article, Michael Moon reviews issues of the human side of supply chains, and introduces his Project-Event Lifecycle model as a tool to benchmark hidden costs in your digital supply-chain. |
