IO Integration Marketing Technology Blog
Providing Creative Operations and Marketing Technology Professionals resources for getting the most out of their production workflows.
By this point, every marketer understands that “Content is King.” Your ability to create content, and a lot of it, is the backbone of any marketing program and particularly if you have an inbound marketing strategy. The solutions used to host, share, deliver and track content are many with Hubspot, Marketo, and Pardot being the more recognizable names in this space. The point of this article, is about Work In Progress, aka, WIP. Regardless of what Inbound software you use to manage your marketing engagement, you still have to have a completely separate process for the actual creation of the content, or at least you should.
Understanding why accurate metadata is essential to your organization can make the difference between success and failure. One of the most basic functions of a proper metadata structure is to directly help with the searching and finding of assets quickly and easily, it sounds simple, but you wouldn’t believe how many organizations struggle with this very fundamental issue. Also, making sure you are entering correct metadata is crucial, one simple mistake can effectively render hundreds of assets to be inaccurate. An example would be that you or your client are merely embarrassed by using an incorrect image. Imagine you have a campaign with multiple professional athletes, and in an ad that references Kyrie Irving, there is a photo of Kevin Durant. Not the end of the world, but a definite knock on your credibility to accurately use the correct image. But there can also be much more severe and costly consequences as we get into rights management and having the proper license to use a specific photograph or image. Running a national advertisement without rights to a particular image could cost your company serious $$$$ in fines and legal fees!
By leveraging semantic database technology marketing organiations can have greater control over digital assets and be able to correlate that information with other assets and distinguish relationships between digital assets and target audience.
This past spring censhare’s forward thinking CEO, Dieter Reichert, addressed the attendees of the Digital Innovators Summit in Berlin about one of technology’s hottest topics: Artificial Intelligence or AI is it is most often called.
Organizations that focus their content management efforts as a core of their digital strategy make better decisions. At IO Integration we see that most large organizations have departments that are siloed and their information such as; projects, initiatives, and corresponding data and content involved with those endeavor is closed off from benefiting the company at large. This behavior of separating departments is costly, inefficient, and typically becomes problematic when digital transformation initiatives begin. While removing silos in the past would have been a monumental task, new developments in the digital ecosystem are able to rapidly include remote groups into equal participants in the digital business of today. The problem becomes one of content, or rather, a transformative discovery solution!
IO Integration at Henry Stewart DAM NY – May 3-4 Join IO Integration in New York for the DAM industry’s annual gathering
IO Integration is pleased to announce our participation at Martech, April 23rd -25th, 2018 in San Jose, California. Martech is the premier marketing conference with a focus on technology and management of marketing operations.