By M. Isi Eromosele
Digital media content is the centerpiece to today’s business communications. Digital media content have become a crucial component of corporate key activities such as marketing, public relations and customer support services. To be wholesomely effective, an effective digital media supply chain should be able to give the right information to the right individuals at the right time within and outside of an organization. This enables a company to leverage collaboration tools, provide timely information to customers and automate core business processes in a more effective way. The result: faster time to market for products, lower operational costs, enhanced employee productivity and fast access to high quality content for business planning, operational management and marketing.
Digital Content Management is a key component that is vital to aligning information with business processes. Companies need to align their core business systems with all of their digital content, whether they are fixed assets such as scanned documents to electronic forms to digital media such as image files, audio and video as well as documents such as brochures and marketing collateral.
Since digital media files are large, have layered complexity and require specialized processing tools, corporate digital content need to be converted into generic format that can be easily distributed within an enterprise. Companies need to create a digital media supply chain that uses technology to provide the greatest flexibility in managing their digital media assets. Often, digital media assets are major elements in the promotion and reinforcement of a company’s brand.
In order to make crucial digital media on an "on demand" basis, companies have to convert them into standard formats that can be rapidly edited, changed, reassembled and distributed. At various touch points in the sales, marketing and customer support processes, customers and prospects need to be provided with content in digital form. Depending on the needs at hand, this content would have to be personalized for the particular situation. The close relationship between the company’s products and its media assets is especially prevalent in business industries such as consumer products and pharmaceuticals, which operate on global market terms and strongly manage both products and associated brands.
For example, specific to pharmaceuticals, bringing a product to market also results in bringing a brand to market. If the market is global, customized localization of the support content could become a bottleneck in the process of releasing the product to market. During this critical process, having the right digital media is imperative to success.
Branded digital media content, whether they are visual presentations, video, images or collateral are vital to sales and marketing success. What is apparent is that even today, most companies are not well equipped to establish effective controls in managing their high value digital intellectual property.
M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance
Copyright Control © 2011 Oseme Group
0 comments:
Post a Comment