Digital Asset Management and the Marketing Technologist

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  • 7/31/2019 Digital Asset Management and the Marketing Technologist

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    ;Alvpr`nbx ?6;? ^`hde Dexdrvr`qdq) @ea% Kii r`nbxq rdqdrsdh%

    Xbd almo`ekx`le lc HKM qlcx~krd keh k mkrjdx`en xdabeliln`qx or`enq ke lrnke`wkx`le xbd qj`iiq eddhdh xlkab`dsd mk `mtm dc a`deap) rdidskead keh denkndmdex e mkrjdx`en akmvk`neq%

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    Xbd almo`ekx`le lc HKM qlcx~krd keh k mkrjdx`en xdabeliln`qx or`enq ke lrnke`wkx`le xbd qj`iiq eddhdh xlkab`dsd mk `mtm dc a`deap) rdidskead keh denkndmdex e mkrjdx`en akmvk`neq%

    ?Alvpr`nbx ?6;? ^`hde Dexdrvr`qdq) @ea% Kii r`nbxq rdqdrsdh%

    H`n`xki Kqqdx Mkekndmdexkeh xbd Mkrjdx`en Xdabeliln`qx%Xbd almo`ekx`le lc HKM qlcx~krd keh k mkrjdx`en xdabeliln`qx or`enq ke lrnke`wkx`le xbd qj`iiq eddhdhxl kab`dsd mk `mtm dc a`deap rdidskead keh denkndmdex e mkrjdx`en akmvk`neq%

    Op Mkrj Hksdp Cltehdr HKM Cltehkx`le

    ^`xb ql mkep abkeediq sdrx`akiq keh hds`adq `xq el ~lehdr k ed~ orddh lc mkrjdxdr `q xkj`en lsdr ~`xbrdki-x`md kekipx`aq keh hkqbolkrhq xrkaj`en akmvk`neq karlqq xrkh`x`leki keh tqdr-ndedrkxdh alexdexvlrxkiq kii lccdr`en eq`nbxq qxkx`qx`aq keh ctii akmvk`ne cddhokaj mdxr`aq%

    H`n`xki kqqdx mkekndmdex "HKM) bkq ki~kpq odde ke dekoidr lc vrlhtax`s`xp keh k d `oid crkmd~lrjxl ndx xb`enq xl mkrjdx ~`xbltx otnn`en @X hdvkrxmdexq% Kq HKM bkq dslisdh xl mddx xbd ed~ hdmkehq

    lc mkrjdx`en kax`s`xp e ke ki~kpq-le-hdmkeh ndedrkx`le ed~ ~lrj l~q vrlhtaxq keh qdrs`adq bksdvtqbdh h`n`xki kqqdx mkekndmdex xl xbd clrdcrlex lc kii akmvk`neq%

    Odclrd HKM x ~kq ckr mlrd h`c atix clr mkrjdxdrq xl d datxd akmvk`neq tq`en h`n`xki kqqdxq ~`xbltxbdiv crlm alhdrq keh vrlnrkmmdrq% Xbltnb HKM qpqxdmq almd `e mkep qbkvdq keh q`wdq xbd`r lsdrr`h`en vtrvlqd q xl qdrsd kq adexrki rdvlq`xlr`dq clr mkrjdx`en kqqdxq keh lxbdr h`n`xki mkxdr`kiq"`mkndq hlatmdexq s`hdl dxa%)% Lead xblqd kqqdxq krd `endqxdh k mlhdre HKM qpqxdm ~`ii mkjd xbdrd-vtrvlq`en keh rd-tqd lc h`n`xki kqqdxq le mtix`vid hds`adq keh `e mtix`vid clrmkxq ckr dkq`dr xl bkehid kii ~`xbltx xbd eddh clr k akii lr mddx`en ~`xb @X%

    Xbd ko`i`xp lc mkrjdxdrq xl vdrclrm mlrd xdabe`aki xkqjq ~`xbltx xdab qtvvlrx lr bkeh blih`en bdivq xbdvrlhtax`s`xp lc olxb hdvkrxmdexq% @x kiql dekoidq {t`ajdr rdkax`leq xl mkrjdx aleh`x`leq le kep abkeedixbd vrlhtax lr orkeh `q lvdrkx`en `e%

    Mkrjdx`en xdabeliln`qxq akex rdvikad xbd ~lrj almvi`kead qdatr`xp keh `exdnrkx`le dcclrxq lc @Xhdvkrxmdexq elr qbltih xbdp% Le xbd alexrkrp bks`en k mkrjdx`en xdabeliln`qx mdkeq @X ake clatqmlrd x`md le bkrh~krd keh qlcx~krd `qqtdq%

    @X `q xbd mkqxdr l `e lrmkx`le% Mkrjdx`en `q xbd mkqxdr l d vil`x`en `e lrmkx`le

    u M`abkdi C`qabidr

    @e ?662 @le @exdrkax`sd AXL Qalxx Or`ejdr ~kq eqv`rdh op ke krx`aid ~r`xxde op M`abkdi C`qabidr akiidhMkrrp`en @X keh Mkrjdx`en% C`qabidr bkh aidkrip hdex` dh k vrloidm ekmdip xbkx @X keh mkrjdx`enqddmdh tekoid xl or`hnd xbd h`s`hd odx~dde xbdm% C`qabidr vrlvlqdh ke keq~dr `e xbd clrm lc xbdAb`dc Mkrjdx`en Xdabeliln`qx "AMX)% Qalxx bkq abkmv`ledh xbd AMX rlid kq k mdkeq lc ki`ne`en @X kehmkrjdx`en dcclrxq ~b`ab `q ke dkq`dr xkqj xl xkjd le ~`xb k nllh HKM qlitx`le `e vikad%

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    1Alvpr`nbx ?6;? ^`hde Dexdrvr`qdq) @ea% Kii r`nbxq rdqdrsdh%

    Xbd almo`ekx`le lc HKM qlcx~krd keh k mkrjdx`en xdabeliln`qx or`enq ke lrnke`wkx`le xbd qj`iiq eddhdh xlkab`dsd mk `mtm dc a`deap) rdidskead keh denkndmdex e mkrjdx`en akmvk`neq%

    ^bkx `q k Mkrjdx`en Xdabeliln`qxAlvpr`nbx ?6;? ^`hde Dexdrvr`qdq) @ea% Kii r`nbxq rdqdrsdh%

    Xbd almo`ekx`le lc HKM qlcx~krd keh k mkrjdx`en xdabeliln`qx or`enq ke lrnke`wkx`le xbd qj`iiq eddhdh xlkab`dsd mk `mtm dc a`deap) rdidskead keh denkndmdex e mkrjdx`en akmvk`neq%

    alesdrqkx`leq otx kiql i`qxde keh `hdex`cp lvvlrxte`xp crlm xbd alexdex denkndmdex% Xb`q q kii xbd mlrd`mvlrxkex kx k x`md ~bde vdlvid krd ki~kpq koid xl orlkhakqx xbd`r lv`e`leq lc k orkeh% Tqdr-ndedrkxdhalexdex ake {t`ajip mkjd lr ordkj k orkeh% Tehdrqxkeh`en ~bdrd pltr atqxlmdrq krd keh ~bkx xbdp krd

    `exdrdqxdh `e keh qkp`en koltx plt pltr orkeh lr pltr almvdx`x`le `q ke lvvlrxte`xp xl vkrx`a`vkxd `e xbdalesdrqkx`leq keh denknd% @x xkjdq le ~blid ed~ qj`ii qdxq keh ~kpq lc illj`en kx bl~ plt almmte`akxdkeh bl~ vdlvid `exdrkax ~`xb pltr alexdex% Mle`xlr`en xbd alesdrqkx`le krlteh vrlhtax keh orkeh `q vkrxlc ~bkx k HKM qpqxdm qbltih dekoid mkrjdx`en qkidq keh atqxlmdr qdrs`adq hdvkrxmdexq xl hl%

    K HKM qpqxdm qbltih od khkvxkoid xl mkrjdx en vrladqq hd edh op xbd ai dex keh `eclrmdh op xbd vrdqar`vxdh ~lrj l~ xlliq keh vrladqqdq%

    Xbdrd `q vrladqq xbkx xq qpqxdmkx`a mkrjdx`en rdqvleqdq keh,lr ktxlmkx`le xbkx vdrclrmq xbd btmkexkqjq lc qtom`xx`en hkxk keh kqqdxq xl skrp`en xltab vl`exq "clr vrlhtax`le ~do vr`ex XS s`hdl kehqla`ki mdh`k xl ekmd k cd~)% ^lrj l~ `eaithdq vdrm`qq`leq kaadqq keh tqd lc kqqdxq rlidq clr rd-vtrvlq`en keh qbkr`en ki`jd%

    Tehdr xbd bllh lc Xk lelmp7

    K ~lrj l~ qbltih od `eclrmdh op xk lelmp%

    Qdxb Dkridp crlm Dkridp keh Kqqla`kxdq d vik`eq xk lelmp kq xbd aikqq` akx`le lc ke lrnke`wkx`leq hkxk`eclrmkx`le alexdex keh d vdrx`qd exl k b`drkrab`aki qxrtaxtrd% bde xb`q knrddh-tvle aikqq` akx`lelc xdrmq jdp~lrhq aleadvxq keh akxdnlr`dq `q kvvi`dh xl pltr lrnke`wkx`leq alexdex kq mdxkhkxk `xodalmdq k vl~drcti xlli e mkj`en eclrmkx`le ~lrj karlqq xbd dexdrvr`qd%

    Ot`ih`en pltr otq`edqq lvdrkx`leq vrlhtaxq qdrs`adq vdlvid keh qxkjdblihdrq h`rdaxip krlteh k {tki` dh

    xk lelmp qabdmk ~`ii eclrm pltr qxrkxdn`a xb`ej`en kq `x rdikxdq xl nlkiq keh xdabelilnp% K qltehxk lelmp bdivq xl qxrtaxtrd otq`edqq vrladqqdq qdkrab qdnmdexkx`le keh arlqqlsdrq% Dkab vkrx lc xbddexdrvr`qd ~`ii bksd xq l~e b`drkrab`aki mdxkhkxk qxrtaxtrdq ~b`ab x ~`xb`e xbd lsdrkrab`en otq`edqqxk lelmp%

    Ot`ih`en ltx k xk lelmp xkjdq qj`ii keh x`md keh qbltih od s`d~dh kq ke `esdqxmdex clr xbd ctxtrd lc pltr otq`edqq% Hl`en k alexdex kth`x `q k nrdkx ~kp xl bdiv `eclrm xbd xk lelmp% @c plt hlex bksd xbd qj`iiq lr rdqltradq xl hl xb`q `e-bltqd qddj k qvda`ki`qxq bdiv%

    Tehdr xbd bllh lc Mdxkhkxk7

    @eclrmkx`le q odalm`en eardkq`enip h`n`xki keh xbtq xbd rlid xk lelmp keh kqq`ne`en {tki`xp mdxkhkxkbkq `eardkqdh `e almvid `xp kq xbd hkxk nrl~q keh xbd kekipx`aq odalmd ed xtedh kx ke kqqdx idsdi%@mvrls`en qdkrab keh rdqdkrab keh xbd qkmd x`md%

    Elx dsdrpxb`en ake od akvxtrdh e k xk lelmp% Bl~dsdr kqq`ne`en mdxkhkxk xl xbd alrrdax akxdnlr`dq lc xbd xk lelmp `q k sdrp tqdcti ~kp lc d vkeh`en xbd rdkab keh hdvxb lc kqqdxq% Mdxkhkxk `q xbd nitd xbkxo`ehq xdrmq jel~idhnd aleadvxq `hdkq keh hddvdr mdke`en clr qdkrab keh rdqdkrab%

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    0Alvpr`nbx ?6;? ^`hde Dexdrvr`qdq) @ea% Kii r`nbxq rdqdrsdh%

    Xbd almo`ekx`le lc HKM qlcx~krd keh k mkrjdx`en xdabeliln`qx or`enq ke lrnke`wkx`le xbd qj`iiq eddhdh xlkab`dsd mk `mtm dc a`deap) rdidskead keh denkndmdex e mkrjdx`en akmvk`neq%

    HKM clr mkrjdx`en) qkidq) atqxlmdrq qdrs`adq) hdsdilvmdex%

    Dsdrp kqqdx bkq skitd keh xbkx skitd `eardkqdq kq ke tehdrqxkeh`en lc bl~ keh ~bp kqqdxq krd tqdh

    aleqtmdh keh qbkrdh `eardkqdq% Xb`q eclrmq mkrjdx`en kekipx`aq keh idkhq xl kn`i`xp e xbd mkrjdx`enhdvkrxmdex keh dsdrpxb`en x xltabdq% Mkrjdx`en xdabelilnp q xbd hdaleqxrtax`le lc `eclrmkx`le kehrd-vtrvlq`en x exl denkn`en alexdex%

    Xbdqd krd gtqx qlmd lc xbd xlliq keh abkeediq xbkx mkjd tv xbd xbd mkrjdx`en xdabelilnp ikehqakvd% K mkrjdx`en xdabeliln`qx ake bdiv pltr lrnke`wkx`le mkjd mlrd `eclrmdh hda`q`leq koltx ~b`ab plt eddh keh ~b`ab krd r`nbx clr plt%

    Qla`ki Mdh`k keh xbd MX7

    Clr xbd rqx x`md qla`ki `exdrkax`leq keh `e tdead krd mdkqtrkoid% Xb`q `q k qb`cx lc btnd mkne`xthd `eotq`edqq almmte`akx`leq% Xb`q ko`i`xp xl mdkqtrd e tdead q mls`en xbd qla`ki xlliq keh vikxclrmq exlxbd vrlcdqq`leki almmte`akxlrq xlliol dq% Ed~ xlliq krd od`en ot`ix xl akvxtrd jel~idhnd ~`xb h`n`xkikqqdxq "`mkndq s`hdl hlatmdexq dxa%) keh vdlvidq h`rdax keh eh`rdax eslisdmdex e alexdex% Xblqdqkmd xlliq krd kiql tqdcti e hdxdrm`e`en alexdexq dccdax`sdedqq% Xbd rlid lc xbd mkrjdx`en xdabeliln`qx`q xbd tehdrv`ee`en lc xdabelilnp keh qxrkxdnp xl gl`e xbd qla`ki mdh`k alesdrqkx`le ~`xb hkxk qtvvlrx`enhda`q`leq le ~bdxbdr xl alex`etd kax`s`x`dq e mtix`vid abkeediq%

    Qla`ki mdh`k q rkv`hip mkxtr`en exl qlvb`qx`akxdh xdabeliln`dq ot`ix le rdikx`leqb`vq jel~idhnd keh xbdvl~dr lc xbd edx~lrj dccdax% H`n`xki kqqdx mkekndmdex ~`ii rdmk`e xbd odhrlaj clr bkredqq`en kii xbd hkxkkeh mdkqtr`en qtaadqqdq keh ck`itrdq%

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    Xbd almo`ekx`le lc HKM qlcx~krd keh k mkrjdx`en xdabeliln`qx or`enq ke lrnke`wkx`le xbd qj`iiq eddhdh xlkab`dsd mk `mtm dc a`deap) rdidskead keh denkndmdex e mkrjdx`en akmvk`neq%

    ;6Alvpr`nbx ?6;? ^`hde Dexdrvr`qdq) @ea% Kii r`nbxq rdqdrsdh%

    ^bdxbdr xq oilnq _QQ qla`ki mdh`k ed~q knnrdnkx`le lr s`hdl vtoi`qb`en x qddmq vikxclrmq kehedx~lrjq krd odalm`en eardkq`enip mkxtrd% Xbdqd qdrs`adq krd kiql odalm`en xlliq lc `hdex`xp xrtqx kehskitd%

    ?6;? ~`ii qdd xbd r`qd lc dexdrvr`qd qla`ki mdh`k kq k mk`eqxrdkm otq`edqq xlli% ^d krd mls`en k~kpcrlm xbd rqx vbkqdq lc ^do ?%6 ~b`ab bkq odde abkrkaxdr`wdh op xbd ko`i`xp xl vtoi`qb h`rdaxip `exl xbdkvvrlvr`kxd edx~lrjq% Xbd lr`n`eki odeabmkrj lc edx~lrj qtaadqq ~kq koltx cliil~dr altex k mdxr`a ~del~ jel~ `q ed`xbdr kq tqdcti elr kq mdke`encti kq ~d eddh%

    Xbd ailth keh xbd mkrjdx`en xdabeliln`qx7

    Ailth almvtx`en aleedaxq k mpr`kh lc s`rxtki des`rlemdexq ~b`ab krd akvkoid lc xkij`en xl led kelxbdr keh ndedrkx`en xbd`r l~e hkxk keh skitd% Xbd `exdnrkx`le lc qla`ki mdh`k edx~lrj`en `exl xbd otq`edqqdes`rlemdex `q ardkx`en k ed~ crlex`dr ~bdrd xbd aleqtmdr keh vrls`hdr aliikolrkxd xlndxbdr s`k ke

    d abkend lc jel~idhnd keh tehdrqxkeh`en koltx vrlhtaxq qdrs`adq keh vlqq`o`i`x`dq%

    Ailth okqdh qpqxdmq vrls`hd akvko`i`xp keh qakid clr nk`e`en skitkoid eq`nbxq exl atqxlmdr vrdcdrdeadqkeh `e rdki x`md ~`ii n`sd xbdm xbd mkrjdx dhnd `e hdsdilv`en ed~ vrlhtaxq ~b`ab krd xk`ilrdh xl mddx xbdatqxlmdrq eddhq% ^d kii jel~ xbkx ~lrh lc mltxb `q xbd odqx khsdrx`q`en xbkx kepled ake bksd otx `e xbdailth ~lrh lc mltxb `q xbd leip khsdrx`q`en plt eddh%

    Xbd ailth lvdeq tv k etmodr lc ed~ lvvlrxte`x`dq xl xbd MX elx idkqx xbd ko`i`xp xl d vkeh xbd`r mkrjdx`en vlrxcli`lq karlqq ed~ mkrjdx`en abkeediq kq xbdp kr`qd% Ailth okqdh xdabeliln`dq xbkx ake odolixdh le xl lr exdnrkxdh s`k KV@q "kvvi`akx`le vrlnrkmm en exdrckadq) keh ~doblljq%

    ^d krd ckqx kvvrlkab`en xbd ed x ~ksd lc xbd ~do xbd mkab`ed rdkhkoid ~do keh `x `q vrdh`akxdh le

    hkxk ~rkvvdh e qlteh xk lelmp mdxkhkxk keh ~lrj l~q%

    Keh plt qx`ii xb`ej xb`q ake kii od hled ~`xbltx xbd bdiv lc k HKM+