Brand marketers seeking to leverage their complete digital content library across disparate distribution channels may want to investigate CAMP (Content Asset Management Platform), a new proprietary dashboard that content creation/distribution technology provider Studio One says offers “plug and play” DAM functionality.
CAMP takes in all of a user’s digital content, including video, imagery and audio from different media channels through an XML feed. The assets, which can include content created using software other than Studio One, are then organized into an index. In addition, CAMP allows marketers to identify high-performing content based on engagement and click-through.
DAM Becomes Marketing Tool
While DAM applications were originally targeted at a user base of designers, they have more recently become mainstream marketing tools. But as pointed out in an April 2012 CMSWire article, DAM software is now undergoing an explosion in growth as marketers realize that digital assets are becoming the focal points of, rather than cool add-ons to, modern marketing campaigns.
As stated in the article, “The organizations best-poised to meet the DAM software needs of the marketing world will be those that see themselves as being a part of -- as opposed to just selling to -- that world.”
And another CMSWire article posted that same day said DAM solutions are becoming the “holy grail” for marketing professionals, particularly due to inter-connectivity. Chief Marketing Officers (CMOs) are using analytical solutions to “automatically serve up dynamic images that have contextual relevance to the end user’s habits. This is gold for any CMO and, historically, very difficult to achieve in the online world.”
Studio One Goes One Step Beyond
Studio One’s effort to bring together different types of digital content from varied sources into a single index is not unique. It is certainly valuable, as it helps companies avoid the potential problems of “rich media hoarding,” where rich media assets are stockpiled by individual users in arrays of capture and storage devices, with little to no ability to track or retrieve specific assets.
However, the most interesting part of Studio One’s new CAMP offering is the analytical ability to examine customer engagement and click-through with content. As mentioned above, being able to analyze digital content to see what works and what doesn’t with specific users provides a huge advantage to marketers and unlocks the full potential of DAM technology.
By including this functionality, rather than providing links to third-party analytical systems, Studio One is trying to make its CAMP the one all the cool kids want to attend this summer.