Marketing and Brand Optimization

Today’s fast-paced and complex marketing environment places a premium on execution and effectiveness. The sheer speed of modern markets and more frequent product introductions create unrelenting pressure on these cornerstones of marketing success. A company’s ability to roll out high-impact communications quickly, consistently and accurately across channels can spell the difference between building competitive advantage and losing ground.

Marketing assets – logos, images, photographs, audio, presentations, video, collateral and the like – fuel the effectiveness of communications vehicles. But this effectiveness is increasingly challenged by the information clutter customers face, causing them to demand new levels of clarity, relevance, and consistency. In addition, the ever-changing technical requirements of new marketing channels complicate the process of managing marketing assets. By automating and unifying the processes involved in creating, archiving and delivering these assets, marketers can optimize the execution and effectiveness of their plans and programs, carving a competitive edge and amplifying brand equity for their companies.

Virage MediaBin helps marketers find and use approved, up-to-date brand images through the focused management of “master” digital assets. All approved photographs, logos, graphics, animations, audio, video, marketing collateral, presentations, and other rich media assets are collected into a single, self-service library accessible by all users throughout the organization. This eliminates the risk of using non-approved or outdated materials, and protects and strengthens a brand’s global value.

Maximized Marketing Asset Value
Greater liquidity speeds time-to-market while supporting accuracy and consistency. Increased accessibility and automation extend the reuse of assets and enable flexible repurposing through any medium and any channel on-the-fly without manual bottlenecks.

Ensure Integrated and Brand-Consistent Marketing
Businesses can apply Autonomy’s Meaning Based Marketing approach to provide customer experiences that are consistent and integrated across various channels of customer interaction. Autonomy Interwoven provides a single repository for creating online content, including audio, video, and rich media assets and classifies those assets for intelligent targeting and optimization. Autonomy Interwoven delivers meaningful information, and relevant marketing messages across a vast range of interactive channels including web, email, and chat. With easy-to-use content management and multichannel delivery capabilities, marketers can ensure that customers receive consistent experiences that reinforce and strengthen the brand.

Meaning derived from one source of data can also be used to deliver an integrated and relevant experience within another touch point to ensure a cohesive dialogue. For instance, a customer that calls a company’s sales line inquiring about a product can go on the website and be automatically served content or offers specific to that product. This allows marketers to discover high-value segments based on dynamic interactions with the online information.