how global brands deliver smart content
TRANSCRIPT
Smart Content Hub
How Global Brands Deliver Smart Content Jan Dejosse - CMO
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Why experiences matter
Want to go there?
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Want to go there!
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Want to buy this?
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Why experience matters
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…and WANT to talk about them 60% more Source: Dr. Thomas Gilovich, Cornell University
Consumers talk ≈25% more about experiential than material purchases…
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Engaging experience = rich content
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The Content Experience challenge
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It’s DAM Jim but not as we know it
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Wave 3: DAM as
cornerstone to CX technology
Wave 2: Enterprise DAM
Wave 1: Graphic
departments Specialist users Graphic complexity File formatting
Multiple departments Collaboration and annotation Content focus
Customer Experience focus Business, specialists and IT External usage
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Farewell
IMAGE LIBRARY
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Hello HUB
DAM as central hub for product and brand content
Connected to frontend and backend technologies
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Farewell
DESIGN by WORKFLOW
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Collaborative and easy to use, internal and external audiences
Content driving the customers’ experience
Hello
DESIGN the EXPERIENCE
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Brand: Multiple brands Brand protection & licensing Multicultural brands Enterprise sourcing Creative operations
Product: Product launches Product collateral Portfolio management Product content enrichment Lifestyle products
Go to market: Corporate publishing Marketing fulfillment Regulatory compliance CXM integration Distributed marketing
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Smart Content Hub™ From raw content to Smart Content
Downstream: Touchpoints and channels
Upstream: Enterprise systems, process and organization
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How Global Brands Deliver Smart Content
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Product: Adidas Designs and manufactures sports clothing and accessories Includes Reebok, TaylorMade-Adidas and Rockport 23,500 employees
Seasonal product data from 4 ERP systems Global platform for all Adidas brands Single version of truth for both marketing and product content
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Marvin – the adidas hub
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Go to market: LEGO World’s third largest manufacturer of play materials World largest tire manufacturer Revenue of USD 2.95 billion (2012) 10,400 employees in 130 countries
Creative workflow for creation of packaging Portal for external e-retailers Platform dynamic sourcing of design, production and marketing tasks
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Lego Asset Portal – the Lego Hub
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Brand: Royal DSM Science-based company active in health, nutrition and materials 23,500 employees Annual revenue EUR 9,13 billion (2012)
Ensure consistent brand messaging Optimization of marketing and communication processes Single source brand platform Savings up to 80%
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Successful transformation track record
Specialty Chemicals
Coal Mining Commodity Chemicals
Life Sciences & Materials Sciences
Making the next leap: entering a new era
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One DSM (company & product only)
DSM Product Brand
DSM Company Brand
TO
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External – advertising (newspapers)
Finanz und Wirtschaft
The print activity has had a positive impact on search levels, as shown per the increase of “DSM” queries on Google. DSM reached about index 100 during the print flight dates.
USA China Europe
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Single entry point for all product data and related content Easy and faster product roll-out to new markets Consistent brand application
Product: Pandora Global jewelry manufacturer and retailer Over 10,000 retailers in more than 80 countries employing 9,000 people
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Enterprise library functions Localization Versioning Workflow & collaboration Flexible data models
Part of digital ecosystem Interconnectivity, connectors, comfort zones Documented APIs and Web services
Smart Content Hub as a platform
Platform Open architecture and proven technologies Customization, provider model File and channel agnostic
Enterprise ready Secure, scalable Cloud ready Out-of-the-box user interfaces
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Part of the ecosystem
Part of digital ecosystem Continued technological alliances Interconnectivity, connectors
Business ecosystem New business models through partners Cloud deployment as critical enabler
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Visit booth #20 for a Fadel – ADAM integration demo
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Henry Stewart Webinar 8 June
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Want more information?
www.adamsoftware.net
@ADAMSoftware
www.youtube.com/AdamSoftware
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