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Introducing the Digital Shelf to Media & Entertainment
What the Media & Entertainment industry can learn from Consumer Product Goods' marketing-centric approach to the Digital Shelf
On the surface, the end goals of managing digital assets in Consumer Product Goods (CPG) and Media & Entertainment (M&E) companies tend to be vastly different.
CPG companies are seemingly focused on the management of tens of thousands (sometimes hundreds of thousands) of product and brand images, optimizing and delivering them not just for marketing but also for packaging designs and the digital shelf. They are looking to drive their products off the shelves, physical or virtual.
Meanwhile, M&E companies create packaging art and marketing materials for their content, almost all of it digital from the start, that they need to get in front of consumers mostly to increase engagement, and usage and to prove the underlying value of transactional or subscription relationships with customers.
Given CPG and M&E companies were among the earliest adopters of DAM, you may think the way they go about managing digital assets is very similar, or that they bought and implemented similar tools or ways of working. The contrary tends to be true, as the technologies used for Media Asset Management and Brand or Product Asset Management have very different functional capabilities. Also, while M&E enterprises are “selling” content as their product, CPGs’ content is about their product – so the technology use cases, and content operations approaches are very different. While M&E companies focused their MAM/DAM investments on managing their actual content product, FMCG’s early DAM investments were more focused on accelerating marketing and eventually, syndicating content to stock the digital shelf.
What can M&E companies learn from CPG’s more agile, lightweight, and marketing-centric approach to Digital Asset Management? Quite a lot, it turns out.
