- Understand your metadata. It sounds simple enough, but done properly, this requires time and effort
- People, processes, and policies are important — regardless of the DAM system you use. Make sure to devise your common controlled vocabulary and strategize your metadata before jumping into implementation
- When selecting a DAM vendor, make sure that they can support your metadata strategy
- For flexibility, ensure that your vendor supports several common metadata standards and specifications — and does each one equally well
- Make sure that your vendor supports open standards in some way to ensure interoperability — and your exit strategy (if necessary)
- Make sure that your metadata schemas can be modified relatively easily, without the need to call your IT department, or submit a support ticket to the vendor's support desk
Sunday, February 2, 2014
Metadata strategy
DAM
Vendors classified on basis of
1. Number of assets they are managing
2. The scale at which they are managing
3. How customers are using particular type of technology
4. What kinds of assets they are managing
5. Key differentiator in 2014 - Number of integrations that they have with other enterprise technologies
1. Broadcast MAM - Long form sorts of media like cinema, sports broadcasts
2. DAM - focused on brand management, marketing collateral, catalog publishing, high volume multi-channel publishing
a. Largescale Enterprise DAM
b. Midscale Enterprise DAM and Workgroup DAM
c. Niche and Regional Players
3. OVPs and CDNs
Trends
1. DAM / MAM inseparable from full marketing ecosystem - DAM & MAM
a. Mythical "Marketing Suite" - Suites aren't always sweet
b. Think of total customer experience
c. CMS/DAM integration
d. WCM/PIM integration
2. DAM / MAM divide narrows as DAM vendors step up to support more complex corporate video scenarios
Usually, it's DAM vendors adding enhanced video functionality.
3. Some of the DAM vendors are also adding more marketing automation functionality.
Example, ADAM and ADOBE, rather than venturing into video world are getting into marketing world, campaign management.
a. Question is : Do you want to manage campaign in your DAM? Do you want to maintain customer data and campaign data in DAM? You might, there is no right or wrong answers.
b. OR in your Campaign management system? Many organizations are not integrating DAM with Campaign Management Systems. Inevitably, Campaign management systems will use DAM.
c. WCMS also started to lo-fi or simple DAM within their CMS.
d. You need to think is "what is the system that is going to handle each task? as you map out workflows, as you understand enterprise needs", make sure you understand what "System of record is"
4. Workflow review & approvals will be majority mobilized
Think about how you are mobilizing workflow. People on the go can approve.
5. Tech vendors unwittingly surrender some control to talented integrators. Vendor professional services is generally poor.
6. Eschewing of broadcast-grade media management tools
Should I buy a broadcast media tool? Not, unless you are a broadcaster. Example, if you are trying to do web tv. Cantemo - Media management portals.
7. DAM initiatives will be driven by social listening (SMM) technology
A lot of times creation of assets is usually driven by marketing/publishing calendar. It's not often driven by customers are saying and what customers are feeding back to us. We should be driving our campaigns based on constant monitoring of customer behavior. Plan your DAM initiatives based on data.
8. DAM KPIs will play a bigger part in business intelligence analysis
How can we take KPIs and bring into a single dashboard? DAM is usually not been a KPI.
There are a lot of commercial DAM systems that are web service oriented and allow you to pull data from PIM and mainframes.
What is difference between DAM and MAM?
1. MAM handles video, not only just put video on a system but allow to create thumbnail preview, play video within context of the actual thumbnail view, convert video and change video formats.
2. DAM on clouds? Slowest to move to cloud as files are so big. So, that makes it difficult. Very cautious when moving to DAM.
1. Number of assets they are managing
2. The scale at which they are managing
3. How customers are using particular type of technology
4. What kinds of assets they are managing
5. Key differentiator in 2014 - Number of integrations that they have with other enterprise technologies
1. Broadcast MAM - Long form sorts of media like cinema, sports broadcasts
2. DAM - focused on brand management, marketing collateral, catalog publishing, high volume multi-channel publishing
a. Largescale Enterprise DAM
b. Midscale Enterprise DAM and Workgroup DAM
c. Niche and Regional Players
3. OVPs and CDNs
Trends
1. DAM / MAM inseparable from full marketing ecosystem - DAM & MAM
a. Mythical "Marketing Suite" - Suites aren't always sweet
b. Think of total customer experience
c. CMS/DAM integration
d. WCM/PIM integration
2. DAM / MAM divide narrows as DAM vendors step up to support more complex corporate video scenarios
Usually, it's DAM vendors adding enhanced video functionality.
3. Some of the DAM vendors are also adding more marketing automation functionality.
Example, ADAM and ADOBE, rather than venturing into video world are getting into marketing world, campaign management.
a. Question is : Do you want to manage campaign in your DAM? Do you want to maintain customer data and campaign data in DAM? You might, there is no right or wrong answers.
b. OR in your Campaign management system? Many organizations are not integrating DAM with Campaign Management Systems. Inevitably, Campaign management systems will use DAM.
c. WCMS also started to lo-fi or simple DAM within their CMS.
d. You need to think is "what is the system that is going to handle each task? as you map out workflows, as you understand enterprise needs", make sure you understand what "System of record is"
4. Workflow review & approvals will be majority mobilized
Think about how you are mobilizing workflow. People on the go can approve.
5. Tech vendors unwittingly surrender some control to talented integrators. Vendor professional services is generally poor.
6. Eschewing of broadcast-grade media management tools
Should I buy a broadcast media tool? Not, unless you are a broadcaster. Example, if you are trying to do web tv. Cantemo - Media management portals.
7. DAM initiatives will be driven by social listening (SMM) technology
A lot of times creation of assets is usually driven by marketing/publishing calendar. It's not often driven by customers are saying and what customers are feeding back to us. We should be driving our campaigns based on constant monitoring of customer behavior. Plan your DAM initiatives based on data.
8. DAM KPIs will play a bigger part in business intelligence analysis
How can we take KPIs and bring into a single dashboard? DAM is usually not been a KPI.
There are a lot of commercial DAM systems that are web service oriented and allow you to pull data from PIM and mainframes.
What is difference between DAM and MAM?
1. MAM handles video, not only just put video on a system but allow to create thumbnail preview, play video within context of the actual thumbnail view, convert video and change video formats.
2. DAM on clouds? Slowest to move to cloud as files are so big. So, that makes it difficult. Very cautious when moving to DAM.
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