By M. Isi Eromosele

The ability to develop, modify and distribute content quickly, accurately and efficiently is especially important in today’s global marketplace where new media present a host of opportunities.

Organizations devote considerable time and effort to ensuring that their enterprise information is managed according to how their employees create, manage and consume information in the company’s business processes.

Content is mostly business critical information, spanning a broad array of information that includes documents, Web pages, digital assets and other unstructured information that make up as much as 90 percent of enterprise information.

Digital media represents a significant and growing percentage of mission critical content. As such, aligning content with digital processes means aligning digital media with business processes.

Unlike other content types, digital media contain special attributes such as file size and layered complexity that require specialized functions.

The Role of Digital Media in Business Communications

Business processes are driven by information and digital media form critical elements of key activities, including marketing, product development and customer support. Managing the supply chain of this content has become a critical priority for companies across a wide range of industries.

Aligning information systems to core business processes require content management. As such, businesses need to align content management with all of their core business systems.

Conversely, enterprises need to align these core business systems to all of their content, notably digital media content, such as image files, audio and video.

Digital media is especially significant for businesses. Digital media is significant because many digital media assets are themselves the very products of the enterprises in such industries as pharmaceuticals, entertainment and financial services.

There is continuous need for on-demand content in customer relations management. At several points in the sales, marketing and customer support processes, customers in the target market must be provided with an array of relevant content.

Increasingly, this content must be customized and personalized. This requires a nimble digital content distribution system.

On-Demand Digital Media In Business Communications

In the process of organizations doing business with one another, on-demand digital media is constantly necessary. In the process of organizations to consumer communications, on-demand digital media is imperative.

Well distributed digital media assets provide a driving need for additional, specific functionality that will help enterprises maximize their investment in these assets, resulting in increased productivity.

By having digital media available to both human and machine processes in standard formats that lend themselves to rapid editing, manipulation, transformation and distribution, agile enterprises not only make their digital content accessible on-demand, but also deliver such content in the right context.

Digital media content is crucial to business processes and critical to sales and marketing success. Yet, most companies are ill equipped to implement digital media management and distribution systems around this high-value intellectual property.

Digital content solutions enable fast retrieval and distribution capabilities for sharing information with the world or through a private network of prized customers. Information delivery is critical to executing business transactions between organizations. This is not going to change.

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

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

Copyright Control © 2011 Oseme Group

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