It's a Digital World (2,835 words)
Maybe you print six catalog versions a year or mail 50,000 envelope packages every month. Most likely your company hosts a Web site with at least a half a dozen pages. Perhaps your marketing department utilizes CD-ROM for complex promotions.
Your company doesn't have to be doing all of this to be in the direct marketing game. Chances are, however, the more media used to promote your products and services, the more time your departments spend on creating communications. And time is everybody's biggest competitor.
The best way to get better control over time is to get better control over your message and how it is produced and re-packaged—better known today as digital content management.
What is it?
More than just a buzzword, digital content management embodies a whole new avenue of thought on how to create, store, access and reuse information vital to generating revenue and promoting your company. While the products and services themselves set your company apart from the competition, so does the way you market them.
Digital content management is the process of digitizing your images and text, archiving them and then retrieving them over and over for placement in catalogs, marketing collateral, CDs, Web pages, etc. These files are stored in a main database that is indexed so all items may be found by those who need them. Software is used to archive the files and retrieve them later on, as well as to control the manipulation and updating of all files.
To make the most of digital content management, according to Frank Leibly, director of digital content management at Banta Integrated Media, a company needs two things: a good customer database and a good content database.
Banta's Digital Content Management Solutions Center consults with organizations on the way staffs handle the flow of information within their companies. Depending upon the level of involvement each company wishes to have with the content management process or the end goals to be achieved, Leibly's team brainstorms a probable configuration of databased content and workflow.