How DAM supports the localization of international marketing communications
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ds: metadata, international roll-out, print collateral, DAM, language management, automatic pagination, workflow management Abstract In our search for more accountability in marketing and marketing spending, we constantly look to the cost-effectiveness of centralizing marketing responsibility. But centralization in an international context also means less local communication, or at least less localization. Is this the price we want to pay? Ideally, we need a local, controlled feel for global managed brands. Previously, the necessary technology wasn’t available, and this was still a dream. However, integration between the most powerful DAM systems, workflow management tools, and automatic pagination, is now at a stage where these dreams can come true.
INTRODUCTION How can digital asset management (DAM) help you in the localization of your business message? And what are the problems a DAM system has to solve? Let’s have a look into the global marketing communication challenge and how to localize it into the different parts of the world.
GLOBAL VERSUS LOCAL Pieter Casneuf ADAMonline Ninovesteenweg 71 9320 Erembodegem Belgium Tel: +32 53 78 96 23 Fax: +32 2 706 57 51 Email: [email protected]
Looking at the marketing of corporate brands, globalization has been the major trend of recent years. Globalizing brands means building global corporate identity and global management teams. The more we globalize, however, the more we see the benefits of localization,
such as cultural identity and strength. Global means optimizing cost, enhanced control, and maintaining brand unity. Global can also mean less responsive to local needs, however, hence less localization of assets and processes and not fitting seamlessly with local markets. As local marketing highlights respect for local culture, local flavors, languages, and specificities, should we therefore return to the trend for ‘‘local?’’ Do we live with the paradigm between local and global, as a yo-yo going first to global and back to local until the next trend for global? Or, can we solve this contradiction and have the best of global and local worlds?
# Henry Stewart Publications 1743–6559 (2005) Vol. 1, 5 317–322 JOURNAL OF DIGITAL ASSET MANAGEMENT
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Yes, by managing the digital supply chain we can! A DAM system integrates users, assets and workflow in such a way that the central level can set the premises and degrees of freedom. A DAM system also integrates processes between corporate marketing divisions, agencies and printer. Scaling this to international level, means scaling to multiple possible collaborations. Enterprise DAM solutions will keep control by tracking users, content and processes. Local teams take responsibility for the localization, but headquarters sets the rules. Together, they will have a fast and performing localization of company HQ marketing. Let’s examine the consequences of localization: going from global to local means managing complex structures of countries, languages, product sets, technical requirements and cultures. Every international ro
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