Rethinking DAM in the Age of the Connected Customer Experience

Melissa Webster VP, Content & Digital Media Technologies, IDC

June 27, 2017

Agenda

§  The Connected Customer Experience §  Content Challenges §  The ROI of DAM §  Key Capabilities of an Enterprise DAM §  Essential Guidance

Customer Experience: Strategy & Execution

Predictable But Brand Promise Not Differentiating

Winner: Compelling Brand Promise & Great Execution

No Real Commitment to CX Strong Brand Promise Undermined by Weak

Execution

Impact on Brand Value, Customer

Advocacy

“Disappointed”

“Delighted”

Optimized

Ad Hoc

Abi

lity

to

Scal

e

Average Superior Brand Promise

“Disengaged”

“Uninspired but Satisfied”

Customer Experience Is Part Art, Part Science

§  Support for all channels: Omnichannel §  Continuity across devices: Connected §  Relevant and optimized: Contextualized, personalized §  Appealing, useful, informative: Engaging

Content + Data

§  Rise of content marketing §  Blogs, content syndication, social media §  Need for rich product information for merchandizing – “3 views

and a cross-section” §  “How-to” videos that help customers buy and use products §  Digital asset distribution to partners

Customer Experience: Externally-Facing Content

Content must be engaging, persuasive, and relevant: Growing use of images, video, audio, multimedia

§  Employee career training §  Compliance & certification training §  Sales training, new product launches §  Channel enablement, partner training §  Training for services/support personnel

Employee & Partner Experience: Internally-Facing Content

Content must be engaging, persuasive, and relevant: Growing use of images, video, audio, multimedia

Challenges: Changing Expectations

§  Rise of millennials •  Empowered, socially active consumers •  Always on, always connected lifestyle •  Visual communicators (image, video) •  Expect intuitive UX

§  Distributed workforce •  Global talent sourcing •  Gig economy, contingent workers

§  Digital disruption

Challenges: Explosion of Channels

Marketing

Sales

Support

Website Landing Pages Mobile Email Search Social Media Blogs Direct Mail Print, TV, Display Word of Mouth

Website Statements Email Newsletters FAQs Contact Center Forums Social Media Blogs

Blend of Traditional & Digital Channels

Mobile Customers New Service Channels

Brand Discussions in Social Networks

Challenges: Proliferation of Devices/Screens

Challenges: Content in Myriad Formats & Renditions

§  Image resolutions from thumbnail to high quality photography

§  Illustrations, vector graphics, 2D and 3D models, PDFs, 360s, AR/VR…

§  Videos in different resolutions (SD, HD, 4K), bit rates, frame rates, formats

§  Web, mobile, social, IoT…

Demand for new renditions will only grow with personalization and new digital channels

Challenges: Need to Ensure Rights Compliance

The costs of a high-profile rights violation can exceed the cost of a DAM implementation

“We discovered a key European distributor was using a 5 year old celebrity campaign. Ouch!” RISK $$$

§  Organizations also need to ensure compliance with content licensing rights: •  Stock art – photos, illustrations, videos •  Assets that have model rights/residuals •  Celebrity shoots

Challenges: Need to Protect Intellectual Property

§  New campaigns/advertising §  Unannounced new products, pre-launch §  Confidential company/brand initiatives

Leaks of product, service and advertising announcements adversely impact share price and market value

Growing Volume of Digital Assets Required

§  Different customer segments §  Different markets, geographies §  Myriad channels §  Dozens of different devices/screens §  Different contexts, personalization §  All phases of the customer journey

Creation Loop Loyalty Loop

BUY OWN

The Cost of Assets Is Growing

§  Content creation costs: •  Internal creative teams

•  External agencies

§  There is significant waste in creative/marketing budgets from duplicative efforts

Budgets for content creation won’t keep up with demand in organizations that fail to optimize spend.

“We discovered we had two different designers retouching the exact same image for two different campaigns."

“We justified our investment in DAM on the basis of saving just 5% of our external agency spend. And we know we can do much better than that.”

Marketing Under Pressure To Accelerate Launches

§  Deliver more campaigns in the same amount of time §  Campaigns must be consistent across channels and geographies

while enabling: •  Contextualization

•  Localization

•  Personalization

“We are centralizing marketing to ensure consistent branding worldwide. But our

message needs to be local. We need a way to localize our assets for our individual markets.”

“We want to leverage big data to define and target customer segments with appropriate

messaging and offers. We need our digital assets to conform to those

segments – in real time.”

Sales Under Pressure To Close Deals Faster

§  Sales people need instant access to approved assets – in the right format for outreach to prospects: •  Marketing collateral

•  Presentations

•  Templates for correspondence

•  Proposals, quotes, price lists

•  Video testimonials

•  Canned demos

“We struggle today to connect what marketing produces to what the sales people on the front lines need at their fingertips. They don’t have

time to search – and we don’t want them using assets that are out of date.”

Support Under Pressure To Build Loyalty

§  Support/service teams need instant access to approved assets – in the right format – to maximize retention and inspire advocacy: •  Service & support content that enables self-service

•  Relevant offers

•  Rewards for loyal customers

•  Content for social channels

•  Templates for correspondence

“Our customers are digitally savvy. We need to engage them wherever they choose to

interact with us – whether on our own Web site, Facebook, Twitter, or some other

channel. Serving up relevant content – to customers, and also to our support staff – is

key to enhancing customer loyalty and building advocacy.”

Need to Better Manage the Content Supply Chain

The ROI of DAM: DAM Plays a Critical Role in… §  Managing global launches §  Sales & channel enablement §  Customer support readiness §  Customer self-service §  Ensuring control over intellectual property, brand identity, trademarks §  Ensuring currency for all brand assets – wherever used §  Managing product packaging

IN MANY ORGANIZATIONS, DIGITAL ASSETS ARE SCATTERED ACROSS MANY SEPARATE SYSTEMS/SILOES

The ROI of DAM: Improved Productivity §  Reduced time searching for assets: Quickly and

easily find the right assets – in the right format/rendition

§  Access to collections of assets that are pre-packaged for campaigns, sales enablement, etc. (consistent and complete)

§  Benefit of others’ experiences – what works, what doesn’t. Assets surfaced automatically through rating, comments, etc.

“Thanks to our DAM, marketing can quickly find all approved assets – one click gets them to the folder with everything we’ve

created for a new campaign, ready to use.”

The ROI of DAM: Improved Productivity

§  Collaboration across internal/external teams §  Supports marketing, sales, channel management §  Supports manufacturing, production, distribution §  Many other departments benefit

“Many other departments are benefitting from our DAM – not just marketing, sales, and partners but also legal and HR. Even the

mailroom needs access to our logos and brand assets.”

The ROI of DAM: Increased Revenue

§  Launch more campaigns in the same period of time, increasing conversions and revenue

§  Deliver tailored brand portals to distribution partners •  The right products

•  The right packaging

•  The right campaign and merchandizing materials

§  Accelerate global launches – and time to revenue

“We have thousands of distributors – from mom-and-pop pro shops to big box stores.

All need access to our assets.”

“Before DAM, our overseas launches lagged by 3 months or more.”

The ROI Case for DAM: Reduced Costs

§  Optimize creative spend by eliminating rework, duplicative effort •  Internal staff costs

•  External agency spend

“We have thousands of distributors – from mom-and-pop pro shops to big box stores. All need

access to our assets.”

“We have eliminated a lot of duplicate effort. And our DAM captures everything that our agencies and local marketing groups create.”

§  Reduce the cost of provisioning assets to distribution partners via self-service

The ROI of DAM: Reduced Risk

§  Manage rights and ensure license compliance – whether stock photography, images/videos with paid models, or high-end celebrity shoots

§  Control the use of licensed content

§  Ensure brand consistency and compliance worldwide – while allowing local customization

“DAM has given us control over the review/approval

process and brand consistency worldwide.”

“We license all kinds of content. Now we have a way to keep track of expiry dates – and ensure that all assets

used in our campaigns are current.”

The ROI of DAM

reduction in risk

improvement in team

productivity

have increased

revenue by 10% or more

reduction in asset creation

costs

79% 28% 34% 23%

Key Capabilities of an Enterprise DAM #1 Scalable, reliable, highly available repository services

Ability to manage digital assets in any format… •  Image, audio, video, vector graphics •  360, 3D, HD, emerging formats •  Documents (text, spreadsheets, presentations) With capabilities such as… •  Previewing, annotation •  Automated/on demand transformations/renditions •  Collections; ability to map interrelationships between assets/versions •  Federated search, federated repository services •  Granular security and access rights •  Policy management; intellectual property/licensing controls

Flexible support for metadata, complex data models

Key Capabilities of an Enterprise DAM #2 Robust workflow capabilities

Supports all of the processes involved in creating, managing, governing, transforming, and publishing digital assets: •  Team coordination, collaboration, task management •  Markup; review, approval •  Search, collation, collections, and asset reuse •  Distribution of assets to internal and external stakeholders •  Publishing •  Asset lifecycle, disposition

Robust, configurable workflows; graphical workflow designer for business users

Key Capabilities of an Enterprise DAM #3 Flexible, configurable user interfaces

Customizable user interfaces to support all who create, manage, govern, transform, and publish digital assets – including external users: •  Marketing, ecommerce, digital experience, and creative teams – and their interactive and

advertising agencies •  Sales •  Customer support/service •  Supply chain partners, distributors •  Communications, public affairs •  R&D, engineering, manufacturing, operations •  Legal, finance, HR, other G&A teams

Role-based user interfaces; seamless access to digital assets from the applications that business users use every day

Key Capabilities of an Enterprise DAM #4 Integration and extensibility

Capabilities such as: •  REST APIs •  SDKs •  Microservices •  Pluggable architecture •  Pre-built integrations to popular applications such as Adobe Creative

Cloud, Google Drive, Microsoft OneDrive, Dropbox, Box, etc.

Architected for extensibility and integration with a

wide array of enterprise applications

Key Capabilities of an Enterprise DAM #5 Architected for the cloud

Enabling organizations to leverage benefits such as: •  Scalability, availability, elasticity •  Avoidance of capital expenditure •  Flexibility to redeploy valuable IT resources on higher-value tasks •  Quicker time to value •  Ability to plug in innovative cloud services •  Easier collaboration with external users

Architected for the cloud – and for the future, with microservices

Getting Started

1.  Appoint a champion, identify stakeholders, define business goals

2.  Obtain executive sponsorship and funding

3.  Gather requirements, establish processes and governance

4.  Evaluate solutions

5.  Implement in phases, with ROI at each phase

Choose a Solution That:

ü Is easy to use – adoption is key ü Addresses the broad range of enterprise needs ü Is easy to implement – and easy to integrate with other systems ü Is powerful, scalable, and reliable ü Is architected for the cloud ü Is flexible and adaptable, as needs change over time ü Comes from a trusted provider

Look for a vendor with a proven track record for a solid product, implementation help, and great support

1

Nuxeo overview

2

You need a modern approach

Legacy Enterprise

DAM

Nuxeo

SaaS Departmental

DAM

CHOICES

Feature complete DAM

Full content lifecycle

Solid foundations

Deployed your way

Any channel

Any source

Any asset

The Nuxeo advantage

No more silos

Cloud native, cloud powered

Native workflows & automation

Configure, don’t customize

Never go legacy again

Enterprise approach

See everything, migrate nothing

Cloud native, cloud powered

Manual Artificial Intelligence

Outdoors, cloudy

San Francisco, Golden Gate Bridge, International Landmark, Monument

Camera, Selfie, Photography

People, Tourist, Travel, Vacations, Casual

Happiness, Excitement, Bonding, Cheerful, Smiling, Togetherness, Laughing

Couple – Relationship

Casual Clothing, Explorer

Golden Gate Bridge, Selfie, Couple

Cloud native, cloud powered

Native workflows and automation

UPLOAD FROM ANYWHERE

SET UP TAGGING AND VALIDATION WORKFLOWS

KICK OFF CREATIVE REVIEW AND APPROVAL WORKFLOWS

DISTRIBUTE

AUTOMATE PERMISSIONS ACROSS THE LIFECYCLE

Out of the box experience Add permissions

Adjust workflows Point at more content

sources Configure AI tagging

Configure brand portals

Change workflows for evolving business process

Connect to Salesforce

Add data model

Configure, don’t customize

Adjust data model for more BUs

Configure automation

Never go legacy again

Distribution

Rendering & transcoding

Users & groups

Search

Manage data and documents

Workflows & tasks

Actions & automation

Batch upload

One solution to meet all your needs

OUT OF THE BOX APPLICATION

ENTERPRISE PLATFORM

UNIVERSAL DATA FABRIC

Easy-to-use out-of-the-box application for Marketing and other business users

Ensures immediate adoption and rapid time to value

Modern, modular platform with a comprehensive, micro-service API and

limitless scalability

Enables rapid deployment and continuous innovation

Boundless data model and connectivity allows you to manage all your assets regardless of

where they live

Find and reuse assets easily, without replatforming

The market is responding

Thank you!