DAM has become an essential tool in content marketing. Click to find out why.

1. Public
www.bynder.com

2. DAM: A major content
marketing trend in 2017
Anjali Yakkundi
Senior Analyst, Forrester
Brian Kavanaugh
US Marketing Strategist, Bynder

3. 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

4. Bynder named “Strong Performer”
in the 2016 Forrester Wave

6. DAM:A Major Content Marketing Trend
in 2017
Anjali Yakkundi, Senior Analyst
September 2016

7. 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 leaders
Source: 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
oducts (non-marketing related platforms, applications, tools and services)
Customer insights & analytics
Marketing technology platforms
Social Marketing Execution
User experience testing/research
App development
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

10. 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 testimonials
Presentations
Video 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.

15. 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?

20. 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

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

23. Create Find Use
Create, find and use

24. The 4 goals of DAM for content marketing
Speed Collaboration Execution Guidelines

25. DAM: A major content marketing trend in 2017

26. Q & A

27. Thank you!
Brian Kavanaugh
E. brian.kavanaugh@bynder.com
T. +1 (857) 310 5434
@btkav