Marketers spend a significant amount of time creating digital assets and properties. In doing so, they collaborate with internal and external stakeholders (such as agencies, service providers, financial and legal stakeholders). All this happens in silos and mostly offline. Marketers spend time on day-to-day campaign operations rather than on more strategic brand building.
The global distribution of marketing teams in large organizations makes it challenging to share best practices. Digital asset centralization and reuse is minimal or nil. Preparing an approach for each new campaign is like reinventing the wheel.
The 'Build' module of our Infosys BrandEdge™ – our digital marketing platform – addresses the above challenges and enables marketers to efficiently create the digital properties required to execute their campaign. Infosys BrandEdge has the inherent ability to measure the performance of digital properties created by agencies for markets across channels – using cost, time and value indexes. Hence, it can provide marketers with necessary drivers for efficiency improvement.
Infosys BrandEdge incorporates specific components targeted towards driving efficiencies:
- A set of pre-configured workflows in our digital marketing platform promote standardization of the digital property's 'Build' process. These workflows are dynamically created by an underlying metadata model. These are completely configurable based on the brand's existing processes. This ensures the 'Build' process of the digital marketing platform fits like a glove on the current processes of the brand.
- The digital marketing collaboration portal enables collaboration across external and internal stakeholders, thus reducing inefficiencies generated by offline media such as emails and telephone conversations.
- Digital Asset Management (DAM) ensures asset centralization, driving reuse and consistency. Typically, a number of digital assets are generated in the process of campaign building and execution. Often, these assets are created by different agencies, which work in their own environments and store the assets in disparate locations. The result: assets are scattered across the enterprise. There is little room for asset reuse in future campaigns. Instead, there are wasted efforts to recreate assets. Digital Asset Management addresses all of these issues.
- A key feature is the automation of frequently executed processes based on past learning. For example, infrastructure planning and approval, and release management are highly automated processes in our digital marketing platform, and require minimal manual intervention.