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

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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

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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

Email

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?

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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

forrester.com

Thank you

Anjali Yakkundi +1 617 613 6386 ayakkundi@forrester.com @Ayakkundi

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. brian.kavanaugh@bynder.com T. +1 (857) 310 5434 @btkav