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Marketing Asset Management as an EMM Cornerstone
Marketing Used to be Simple
• Product
Marketing Used to be Simple
• Product
• Price
Marketing Used to be Simple
• Product
• Price
• Promotion
Marketing Used to be Simple
• Product
• Price
• Promotion
• Place
Advertising Used to be Simple
• I interrupted you when you were:– Reading the newspaper
Advertising Used to be Simple
• I interrupted you when you were:– Reading the newspaper
– Driving to work
Advertising Used to be Simple
• I interrupted you when you were:– Reading the newspaper
– Driving to work
– Opening your mail
Advertising Used to be Simple
• I interrupted you when you were:– Reading the newspaper
– Driving to work
– Opening your mail
– Watching the evening news
The Traditional Marketing Funnel
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
Simple: A fondly remembered word!
• Mobile Phones
Simple: A fondly remembered word!
• Mobile Phone
• POS Digital Signage
Simple: A fondly remembered word!
• Mobile Phone
• POS Digital Signage
• Internet / Reviews
Simple: A fondly remembered word!
• Mobile Phone
• POS Digital Signage
• Internet / Reviews
Simple: A fondly remembered word!
• Mobile Phone
• POS Digital Signage
• Internet / Reviews
Simple: A fondly remembered word!
• Mobile Phone
• POS Digital Signage
• Internet / Reviews
Simple: A fondly remembered word!
• Mobile Phone
• POS Digital Signage
• Internet / Reviews
• E‐mail
• Plus a plethora of fragmented traditional media too.
How do you possibly manage your message across
so many platforms and with such instant demands?
The Answer is Marketing Asset Management.
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
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
Enterprise Marketing Technology
The Elements of MAM
• Digital Asset Management
• Collateral Customization
• Marketing Process Automation
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
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.
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
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.
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.
DAM from a Marketing Perspective• Example One
• AutoCrop
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.
DAM from a Marketing Perspective• Example Two
• Case Example: BMW motorcycle dealership.
The Elements of MAM
• Digital Asset Management
• Collateral Customization
• Marketing Process Automation
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.
Making Assets Actionable• Collateral Customization is the key to turning the DAM system into a living
marketing effectiveness tool.
The Elements of MAM
• Digital Asset Management
• Collateral Customization
• Marketing Process Automation
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)
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
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)
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)
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.
Saepio MAM Case Studies …
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.
MAM in Action – BMW• BMW Motorcycles
– Consistent use of current brand marketing collateral.
– Reduced corporate staffing needs to support dealer network.
MAM in Action – CVS• CVS Pharmacy
– Automated marketing collateral content assembly across nationwide retail network.
– Fully integrated ECM / DAM.
MAM in Action – Sprint• Sprint Corporation
– Dramatically reduced costs of ad resizing for authorized dealer network.
– Streamlined coop fund management process.
MAM in Action – Curves• Curves International
– Consistent brand messaging worldwide and in‐language.
– Image versioning to meet cultural standards.
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.
Questions?
Contact InformationJohn Thomson, President877‐468‐7613 / 816‐777‐[email protected]
