PvT: What type of competitive gains can companies expect from digital asset management?

MM: Well, first of all, digital asset management’s not a thing, it’s a strategy—that evolves through various what I call “process maturity stages.” For most enterprises, DAM entails operational digital asset repository. So that means you’ve got workflows by which to ingest digital assets and content, and tag these them correctly.

That means that you have content specialist, “cybrarian“, or asset services group who maintain overall quality of the both the metadata and source files—content, digital media, publishing templates, fonts, color profiles, and user accounts.

It also means that you have well-maintained metadata, descriptive taxonomy, and perhaps faceted taxonomy, by which to support very specific users in finding and retrieving what they want; and when they retrieve things, it means they’re getting the right file in the right format, including the correct permissions to use or alter the retrieved item.

Second a DAM-as-a-business-strategy entails automating activities, tasks, and workflows of digital asset creation. Automation both accelerates core business processes and lowers operational costs.

A more detailed examination of workflow reveals sub-systems for scheduling, collaboration, project management, (job jackets), review and approvals (online proofing systems—such a ProofHQ—that enable all approvers to use at one centralized commenting system, so everyone else can see everyone else’s comments), and dynamic rendering of images or database publishing of content to Websites or printed collateral. In more advanced DAM systems, firms use specialized XML databases containing product claims and pre-approved copy of marketing communications and packaging to further reduce time to market of products and promotional campaigns.

Third, DAM-as-a-business-strategy may include large file distribution, and more specifically large smart content distribution—automated packaging and publishing of finalized content into websites or microsites. Or it means that a firm can send a PDF file containing an ad to optimized for a particular magazine or newspaper—that’s been cleansed and scrubbed of all the bad PostScript data, funky TrueType fonts, and all of the pixel discontinuities or artifacts of vector and raster artwork files.

So, DAM-as-a-business-strategy become essential in orchestrating multichannel and multimodal marketing processes. Multimodal? The ability to pour content and services into engagement frameworks, engaging the particular criteria, means of consumption, and preferences of individual consumers.

Realignment of Sourcing Process in Marketing Supply Chains

When senior marketing executives really get DAM-as-a-business-strategy, they recognized smarter ways of buying creative services and marketing content as well as a whole new class of creative partners—small, nimble, and very innovative creative or customer engagement agencies—with whom to outsource or partner.

This oftentimes means renegotiating long-term contracts with advertising agencies and marketing service firms. This includes specifying the technical parameters by which creative partners will submit finished artwork, upload mastered digital assets into the DAM repository, affix the right metadata as a condition of payment.

So creative realignment—how a procures digital masters of marketing materials, ads, or online content—becomes the next phase of the process maturity model. We recently published a comprehensive white paper on collateral factories and how progressive levels of automation pay what what call productivity dividends.

At this point, many global firms punch into pan-regional localization factories such as Adnovate in The Netherlands or Arizona in Brazil. So that instead of having to manually localize or translate files in country, firms can centralize localization with highly automated systems.

This means instead of taking 7 to 11 weeks to localize print collateral for a reseller or retail channel across EMEA, I can now get that done in five to seven working days. Fabulous!

PvT: Okay. What regional considerations must firms accommodate in their global marketing strategy?

MM: Sure. Let’s start by breaking localization into four geographic mental maps.

First, we have what many call pan-regional marketing area. For example, this typically includes Asia Pacific (also called APAC) or in some cases Indo-Pacific where the mental map falls along the lines of English-speaking areas (which would include India, Australia, and New Zealand) And, EMEA—Europe, Middle East, and Africa as well as Latin America (although my Brazilian clients remind me that Brazilians do not consider themselves as Latin Americans!)

In each of those areas, a global marketing organization has to localize the marketing material, both print and online, across dozens of languages and currencies.

There’s a whole new business eco-system that has begun to emerge around facilitating or driving pan-regional localization of marketing content, as well as services related to the pre-sales and post-sales interactions with customers.

Then, the second geographic mental map address cultural markets with a more or less a unified language and currency, emphasizing the challenges how to maintain a global voice and cultural resonance. From an operational perspective, this emphasizes the integration of traditional and newer marketing processes.

So it’s, if you will, a global brand with local flavors. For example, many Americans make the mistake—I should say many North Americans—make the mistake of translating a piece of collateral or web content into German and consider their work done—that it will work well or good enough in Germany, the German-speaking parts of Switzerland, and Austria. In most cases, it does not work.

You don’t need more than 5 minutes in a conversation in the café in any one of those areas to understand that they are incredibly tribal, and they make hyper-acute discernments about haircuts, shoes, facial expressions, so as to establish you’re part of my tribe or you’re not part of my tribe.

What works in the Southern part of Germany doesn’t work in the Northern part of Germany, and it certainly doesn’t work in Switzerland, and it categorically won’t work in Austria; different metaphors, different visuals, different motifs, and different underlying narratives in terms of what it means to be a consumer and in a relationship with the brand and the tribe of brand users.

The third geographic mental map address mini markets within a country—I’ve already tipped my hand by saying micro-localization within a country.

So, for example, my work with clients in the Netherlands led me to discover the hyper-tribal nature of their local markets. I am astounded just in this tiny little country of the Netherlands, the Dutch remain fiercely tribal with respect to the very southern parts of the Netherlands, such a Einhoven, to the greater Amsterdam area, to the northern parts which are more Flemish as opposed to the more French folks in the southern parts. The Dutch make very, very sharp distinctions about, again, haircuts, clothing styles, inflected speech, manners of metaphors, key words and phrases, that all mark out, oh, you’re not one of us; oh, you are one of us.

Neo-tribalism

You know, Marshall McLuhan was right. All this technology of electronic media cools us down, making us very primal and triabal—what he even called Neo-tribalism. Wow, if he could have only seen instant messaging, SMS, and social networking in action, he would smile with great satisfaction of having understood the root sociology of the Networked Age.

As this relates to marketing, it means that marketing has to become much more tribal too–much more specific to the subcultures and niches within an otherwise unified market.

And finally, we come to the fourth geographic mental map of localization.

It has to do with the newer developments of mass customization, shopper marketing, and remix culture.

Shopper marketing drives the idea of segmentation into the floor plans of individual retailers and shopping malls, specifically drawing upon the very rich practice of database marketing and database analytics.

Shopper marketing takes that same analytic principles to the actual physical footprint of each retail store, specifically asking the question, ‘Who are my most profitable customers?’ and ‘How can we stage products micro-theaters, or ‘design moments’ in interior design-speak that engage with very specific shopper demographics.

Say, for example, a married woman with 3 or more children. Single dad with 1 or 2 kids. Divorced or bachelor male, late 40s. And when these individual demographic or psychographic segments walk into a store, they have certain core needs that you could think of as the basic staples. Then around those staples, shopper marketing details higher margin impulse items that we know appeals to that particular shopper demographic. Imagine that these little stages track to particular local high school or college sporting events.

I see this Whole Foods and WalMart—at both ends of the competitive spectrum.

So as a global brand marketer, you must have brand architecture and promotional content that express the basic narratives and core values of the brand while providing enough flexibility, within a robust framework, that will work at the pan-regional, cultural, in-country, and shopper-marketing levels.

So localization now means getting it right down into the individual store.

For marketing organizations, this means that they must specify and source content in ‘liquid’ form. They must have content that various staffers and partners can mix and match into very unique expressions right down to an individual store kiosk, or a trade show booth, or a direct mail piece like a catalog, and so on.