Browse Tag

digital asset management (DAM)

#pharma and agency decoupling

#pharma organizations are witnessing a rapid growth of digital footprint. With this growth comes the the need to properly manage all digital assets (for example tagging). Many organizations today do not want agencies to own and manage their digital assets.

What is decoupling?

  • As defined by Merrian Webster Dictionary: to eliminate the interrelationship of: separate
  • Wiki: decoupling, in advertising, occurs when services that were previously subcontracted by  advertising agencies are purchased directly from supplier

Why is this such an important topic today?

  • Organizations today do not want agencies to own and manage their digital assets
  • Organizations need to know where their digital assets are and avoid waste of time trying to locate digital assets
  • Tracking of how assets are being used and commercial rights and payments

Some examples of digital assets?

  • Photography
  • Illustrations
  • Audio visual media
  • Presentations
  • Pdfs
  • Animations
  • Word documents
  • etc

Role of DAM (digital asset management) software?

  • DAM acts as a centralized digital library for managing digital assets
  • DAM allows for greater spend control by improving digital asset reuse
  • DAM allows for easy search, organize and edit of digital assets

Should you rely on DAM from your agency?

  • No, objective is to decrease the reliance on external agencies and increase control of your digital assets
  • What if you change agencies: DAM in house gives control of brand assets from advertising agencies
  • In house DAM, a must is to have in place a skillful workforce and expertise

What should you do #bigpharma when scandals hit social media platforms

FB has been again in the news. How will people react? Will they abandon the platform? But more importantly what will happen to your audience and content that you have invested across the years. What should you do #bigpharma when scandals hit social media platforms?

 

Stay on top of news headlines and trends in social media

  • Many users not happy about how private data is being used
  • Launch of General Data Protection Regulation (GDPR) more people are aware of privacy rights
  • Ethical processes within the social media companies are not clear
  • Psychological profiling is being used secretly and there appears to be no ethical review process in place

Content, invest in DAM

  • #Bigpharma is an enterprise system and digital asset management (DAM) software must be in place
  • Organization and tagging of content is a must:
    • content by year
    • topic
    • event and content type
    • makes content more accessible for curation and reuse

Social media strategy keep on making adjustments

  • Track performance of your content and if needed make changes
  • Look at engagement – are people engaging with you
  • Reach – how are people engaging with your content

Audience

  • Listen to your audience
  • Diversify your audience building – algorithms or changes to platforms do happen
  • Develop audiences on different social media platforms
  • Learn from influencers – they engage with audience on more than one social media platform

Be on more than one platform

  • As the old saying goes – *don’t put all your eggs in one basket*
  • Use more than one social media platform to expand reach
  • Different platforms attract audiences with different demographics
  • Social media platforms are free so why not use them
  • Remember to adapt content to each social media platforms