The presentation of ADAM Software at the Context & Personalization seminar at the Ghelamco Arena in Ghent on April 3rd 2014.

1. 1
31/03/2014
Managing Brand Experience
Every Day
The key role of rich media
in efficient and effective marketing operations
ADAM Software

2. 2
Sir Richard Broadbent, Chairman of Tesco
The Company that
provides the best
relationship with the
customer will win not
through their products, but
through the best

3. 3
Customer
experience
has become
THE key driver
to
increase
sales!
Source of images: INDG

4. 428/03/2014
Video has 10
times more
impact on the
intention to
buy than static
information
(Brightcove, 2012)
10

5. 5
Rich-media provides the most
engaging marketing content within
the customer experience

6. 6
An engaging customer journey
through rich-media content

7. 7
Yet... rich-media content
distributed via touch points
E-mail
Web
Broadcast
Brochures
Mobile
Packaging
Tablets
Social - Blogs
Catalogs
Magazines
E-commerce
Customer Journey |
Asset Consumers
Touch Points |
Asset Distributors

8. 8
Marketing using rich-media
content for the customer journey
Customer Journey |
Asset Consumers
E-mail
Web
Broadcast
Brochures
Mobile
Packaging
Tablets
Social - Blogs
Catalogs
Magazines
E-commerce
Touch Points |
Asset Distributors
Marketing Communications
Global Brand Management
Campaign Management
Segment Management
Product Management
DigitalShelf
Business Marketing Processes |
Asset Users
Business
marketing
processes –
using content
with day-to-day
operations

9. 9
Rich-media content mostly
created by agencies/designers
Customer Journey |
Asset Consumers
E-mail
Web
Broadcast
Brochures
Mobile
Packaging
Tablets
Social - Blogs
Catalogs
Magazines
E-commerce
Touch Points |
Asset Distributors
Marketing Communications
Global Brand Management
Campaign Management
Segment Management
Product Management
Business Marketing Processes |
Asset Users
Rich-Media Asset Processes |
Asset Producers
Designer
Agency
Copywriter
Traffic Manager
Admin
Editor
BRAND PRODUCT
CAMPAIGN GENERAL
DigitalShelf

10. 10
What are the operational challenges
of rich-media use within the
customer journey?

11. 11
Operational challenges: efficiency,
effectiveness and integration
EFFICIENCY EFFECTIVENESS
Cost | Time-to-market | Agility |
Control
Right content | Right time | Right
channel | Right view
PLATFORM
Business Critical | Enterprise | Performing & Scalable | Integrated

12. 12
Operational challenges: efficiency,
effectiveness and integration
EFFICIENCY EFFECTIVENESS
Cost | Time-to-market | Agility |
Control
Right content | Right time | Right
channel | Right view
INTEGRATION
Business Critical | Enterprise | Performing | Scalable
Manage
operational
complexity!

13. 13
ADAM value proposition in rich-
media marketing operations

14. 14
RICH MEDIA
CONTENT
MANAGEMENT
Creation,
organization, storing,
collaboration,
metadata,
formatting, etc.
Creative Group
Production
Rich-media content management
Creative group production

15. 15
The Digital Shelf serves business
applications for enterprise marketing
RICH MEDIA
CONTENT
MANAGEMENT
BRAND PRODUCT
CAMPAIGN GENERAL
DigitalShelf
MRM
Campaign management
Portals
Agencies
Local marketing
...
BUSINESS
PROCESSES
SUPPORT
Collateral creation,
brand management,
localization,
advanced workflow,
etc.
Marketing
Department

16. 16
BUSINESS
PROCESSES
SUPPORT
MRM
Campaign management
Portals
Agencies
Local marketing
...
Marketing content is also
distributed to all touch points...
OMNICHANNEL
TOUCHPOINT
PUBLICATION
Content publication,
linking with on-line
and off-line channels,
video transcoding,
etc.
Customer Experience
Groups, business lines
E-commerce
IMM
CRM
Events
Packagers
Mobile publisher
Publisher
...
RICH MEDIA
CONTENT
MANAGEMENT
BRAND PRODUCT
CAMPAIGN GENERAL
DigitalShelf

17. 17
BUSINESS
PROCESSES
SUPPORT
MRM
IMM
Campaign management
Portals
Local marketing
...
... for an engaging customer
experience/journey
RICH MEDIA
CONTENT
MANAGEMENT
BRAND PRODUCT
CAMPAIGN GENERAL
DigitalShelf
OMNICHANNEL
TOUCHPOINT
PUBLICATION
E-commerce
IMM
CRM
Events
Packagers
Mobile publisher
WCM
...
CUSTOMER
JOURNEY
ENABLER

18. 18
ADAM: six core propositions
RICH MEDIA
CONTENT
MANAGEMENT
BUSINESS
PROCESSES
SUPPORT
OMNICHANNEL
TOUCHPOINT
PUBLICATION
Digital Asset
Management
Product Content
Management
Omnichannel
Catalog Publishing
Enterprise Mkg
Collateral
Localization
Corporate Video
Management
Global Brand
Management
CUSTOMER
JOURNEY
ENABLER

19. 19
Some customer references
Omnichannel
retailers
FMCG
Consumer durable
goods
Life science and
pharmaceuticals

20. 2031/03/2014

21. 21
What?
Case for change product marketing content management
Delay in
publication
Step up in
capabilities
Simplification
 Throughput time
(daily content
refresh)
 Reliable and
predictable
 Improve marketing
effectiveness
 True localization
 Easily share all product
information
 In-context preview
• Improved connectivity
between tooling
• One tool to manage
product information
• Less operational issues
Time to market Marketing effectiveness
And why?

22. 22
Shift in customer
experience
expectations, from pure
product information and
catalog to an overall
digital experience
Driving changes in
content needs, driven
by digitalization of the
business and marketing
touch points
Business case background
Competitive advantage by
stepping up digitally
DIGITAL
TRANSFORMATION
PROGRAMME

23. 23
Product content is driving 42% of detractions
Rich content is key, e.g. converting Amazon product
page into enhanced rich-media page increases
conversion by 60%
24% of customer blaming their negative experience
on inadequate usability
2/3rd of detraction comes
from content & structure
Negative Web Experience

24. 24
Complex set-up
Making marketing operations inefficient and not effective

25. 25
Solution
Central marketing content management platform: (DAM/PIM + ECM)

26. 26
Reduced time-to-market
Manage marketing platform costs
Improve asset reusability
Improved communication between
product and marketing team
Increase product sales conversion
Key Outcomes

27. 2731/03/2014

28. 28
We have the most valuable toy brand, but how
we can serve :
our channel partners
our retailers
instantly with
the right product
the right brand
the right packaging information
Business Background

29. 29
LEGO LAP is a portal
to enable Key
Account Managers
at LEGO to provide
the necessary
information to
external retailers
Business Background

30. 30
Lego Asset Portal

31. 31
Lego Asset Portal

32. 32
Lego Asset Portal

33. 33
Enterprise-scale platform for marketing assets
for retailers
Dramatic cost reduction with improved
accessibility and one-stop-shopping
Reduced time-to-market and communication
processes acceleration
Improved consistency across entire eco-system,
across channels, in between brand and
products
Key Outcomes

34. 3429/01/2013
How Can We Help You?

35. 35
Come visit us on ADAM Sync! 2014
• Key role of rich media in the
customer experience
• Importance of central rich media
management within operations
• Needed integration between
brand and product asset
management
www.adamsync.net