Marketing
Maintaining up to Date Content Across Offline and Online Channels
February 19, 2018 Mike Thompson

Staying on brand across all channels for manufacturers can be a challenge especially when the channel includes retailers. Some manufacturers have 100’s if not 1000’s of companies that are selling their products. Providing access to updated material can be daunting to say the least.Today’s companies have a need to manage online and offline branding. These channels include web, email, social, print and on and on. Most of the time the management of the assets reach over many different platforms, silo’ing content and creating duplication of assets.

 

Here is a small sampling of tools used for managing content assets:

Content Management System (CMS), Intranet, Google Drive/OneDrive, etc., CRM, Vendor portals, Server files, Adobe Indesign files, PIM, ERP, LMS

I just listed nine data sources off the top of my head, I’m sure you’re reading this and saying, “hey he forgot….”. Now you can see how this becomes such a large challenge for companies managing content.

 

To solve this problem companies should invest in a centralized location for assets. One such solution is a DAM (Digital Asset Management). A DAM can help a company get the most value out of its digital content. When set up correctly it will help to organize, share, find and use the assets across all channels.

Let’s take a look at a common asset that is usually updated once a year or possibly only when it is created, a product sheet. A product sheet is used by sales, on the web, retailers, and conference handouts. Why is it that the product sheet is rarely updated? Most of the time it is because it’s a manual process to update and the content is spread across multiple platforms.

Coria has worked with multiple vendors to solve this business challenge. The solution combines Sitecore  with PXM (Print Experience Manage) with a DAM by Digizuite. Integrating these three solutions allows a marketing team to keep product sheets up to date in real-time eliminating outdated assets and increasing the value of the product sheet. Tell me the truth, how many of you have boxes of printed outdated product sheets in a closest right now? What is the cost to your company? Is it just the cost of printing, I don’t think so, there is a lost sale cost that must be determined also.

 

How do the three solutions solve this? I’ll give the 50,000-foot level details.

  1. Products details are stored in the CMS (if you have a PIM the CMS can be integrated to it)

    1. Short/long description

    2. Technical specs

    3. Meta data

    4. Etc

  2. Graphics/documents are stored in the DAM

    1. Integration with the CMS allows for assets to be associated with products

    2. Meta data

  3. PXM integrates the CMS to Adobe InDesign

    1. Allows for the graphic team to create assets pulling the most updated content for the product

    2. Using Adobe InDesign Server allows for an automated process to update assets

 

Now when a product updates information on product, the website is updated, at the same time the product sheet is sent through an automated process to be updated and reviewed. Once approved the asset is uploaded into the DAM. This asset is now available to the retailers, online, sales, marketing and any other resource that needs access.

Contact us today to discuss your asset challenge.


Mike Thompson
Sales