By M. Isi Eromosele
Digital media services must be able to support many different users and many different interfaces. For example, an update to a product line would need to be reflected in marketing through various print materials, multiple web sites, blogs, social media and other online campaigns as well as multimedia platforms. In certain regulated industries, a high level of collaboration is required in order to gain rapid approval of analysis reports.
Pharmaceuticals | Health Care
For pharmaceutical companies, branded digital content is the essence of business processes and critical to marketing success. Yet, many pharmaceutical companies are not well equipped to manage high value intellectual property. Often, this content resides in departmental silos, wasting away with diminished value. Creation and redistribution is difficult and expensive, collaboration among geographically dispersed teams is nearly impossible and getting access to current materials is a real challenge.
In order to manage this supply chain of their branded marketing content, pharmaceutical companies need to implement a digital media services platform that centralizes branded digital media and delivers it on demand to cross functional teams across the globe. In overriding silos of content, a digital media management platform provides a collaborative workspace for product launch activities that could include creation and editing of documents, strategy planning and reviews by brand teams as well as delivery of completed media files to managers and sales teams in far flung countries.
The system should be designed to handle large digital files, with functionality for network browsing of visual thumbnails, automatic transformation of downloaded business documents and optimal capability to support up to 2,000 users at the same time. Such users could include marketing team members, global business units, legal staff and joint venture partners, among others. With a digital media management solution, the results would be greater business agility, faster time to market and better brand control. The management of regulatory compliance will be improved with automated review and approval processes.
Media and Entertainment
In today’s world, the marketing organizations for media and entertainment companies have to be able to react very quickly within a fast moving consumer market environment. This means leveraging multiple media outlet opportunities such as social media, video advertising, cross promotion and interactive marketing, among others.
To accommodate this marketing complexity requires that creative content be shared extremely fast, across multiple lines of business, with content being reconverted into new formats across many marketing channels. Additionally, complex digital media content needs to be redistributed across the world to studio partners for cross promotional programs.
In order to be able to react to new demands that has to be met in a shorter timeframe, despite an array of marketing issues, media and entertainment companies have to exploit their library of creative and marketing content across all of their departments’ marketing efforts. This would support their endeavors more quickly and more cost effectively. Most importantly, it would also require the implementation of a digital media services platform. This platform should be able to manage at least 50,000 marketing assets including packaging, photography, character art, banners, points of sale displays, TV spots, movie trailers, productions notes and legal documents. With such implementation, theatrical release materials would then be automatically available for other lines of business, allowing the companies to better exploit their own creative content.
M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance
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