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DAM: A major content marketing trend in 2017
Anjali Yakkundi Senior Analyst, Forrester
Brian Kavanaugh US Marketing Strategist, Bynder
1. Cloud Based DAM Platform
2. Marketers create, find, and use all their
digital content within a centralized portal
3. Usability Adoption
What is Bynder
Bynder named “Strong Performer” in the 2016 Forrester Wave
DAM:A Major Content Marketing Trend in 2017Anjali Yakkundi, Senior Analyst
September 2016
Access to more information than ever
Pricing power
Immune to advertising
Seek value driven
interactions
© 2016 Forrester Research, Inc. Reproduction Prohibited 8
Marketers must drive customer experience B2B B2C
72% 63%
Report that CX is a higher priority than it was two years ago
64%Have responsibility for CX
44%
Seek to increase their influence in customer experience
Marketing executives…
Base: 219 senior most marketing leadersSource: Forrester’s Q4 2015 Forrester/Heidrick & Struggles Global Evolved CMO/CCO Online Survey
© 2016 Forrester Research, Inc. Reproduction Prohibited 9
Content drives experiences Which of the following best describes your organization’s budget trends for 2016 in the
following areas?
Digital experiences (e.g., websites, mobile web)
Content Development
Digital products (non-marketing related platforms, applications, tools and services)
Customer insights & analytics
Marketing technology platforms
Social Marketing Execution
User experience testing/research
App development
Standalone strategy (e.g., customer experience or integrated communications) without execution 48%
60%
61%
63%
65%
68%
71%
76%
82%
Increasing investment Source: Forrester/SoDA Q1 2016 Global Digital Outlook Online Survey, N=238
What do modern marketers need from content today?
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1. Use content to create value-driven interactions
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2. Use content at every interaction point
Source: The Forrester Wave™: Digital Asset Management For Customer Experience, Q3 2016
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3. Double-down on (useful) video content
Examples of use, not irritating, video content:
Client testimonialsPresentationsVideo blogs
Viral marketing videos User generated content
Tutorials Product videos
Source: Forrester’s ‘Video Strategy For The Post Digital Age’ report
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4. Measure content performance 1. Measure customer reach and share metrics to
gauge brand awareness 2. Measure customer engagement and behavioral
metrics to gauge level of interaction 3. Measure business outcomes like sales & revenue 4. Optimize content based on customer context,
real-time analytics, and creative ideation.
Why are digital asset management (DAM) solutions critical to content marketing
initiatives?
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1. DAM is the hub of content to drive experiences
CampaignSocial
Web CMS
Content marketing Commerce
PIM
Portal
Digital asset management
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2. DAM centralizes not just content, but also content processes
Digital asset management
Content planning
Content approval
Content creation
Content collections
Content localization
Archiving
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3. Supports video content
› Manage HD and 4k videos › Transcoding
› Light editing › Video-specific tagging › Storyboarding
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4. Drives content optimization
Agency performance: How
long did are approvals? How often is content
leveraged?
Customer engagement: How
much of the video do users watch? Do they
purchase?
Internal usage: Who is downloading the
video? And how often?
Customer reach: How many times was the video watched? On which channels?
By whom?
What benefits can you expect?
© 2016 Forrester Research, Inc. Reproduction Prohibited 21
Expected benefits from a modern DAM 1. Improved efficiency from asset creation to completion to
archiving 2. Cost benefits from lowered content recreation costs and
fewer legal and rights violations 3. Improved brand consistency and customer experience 4. Improved content optimization via analytics integrations
Create Find Use
Create, find and use
The 4 goals of DAM for content marketing
Speed Collaboration Execution Guidelines
DAM: A major content marketing trend in 2017
Q & A
Thank you!Brian Kavanaugh E. [email protected] T. +1 (857) 310 5434 @btkav
