Mobile DAM: The Possibilities Of Archived Streamed Media For Marketers
In this article, Emma Tappenden gives an overview of a new technology, Mobile Digital Asset Management (or mobile DAM), and its many possible uses for modern businesses.
As converged mobile devices, such as phones or PDAs become more predominant both in the office and the home, the use of rich mobile media for marketing or other business activities is likely to increase. Although beset by a bewildering array of formats, protocols and device hardware, the principle of mobile DAM, or archived streamed media, is quite straight-forward. Web-enabled mobile users can either request or be served video or similar ‘rich media’, stored in an online digital archive. Furthermore, it is now possible to enable users to record video on converged mobile devices and upload it to the very same archive.
The possibilities for marketers and other business professionals are numerous. First, and perhaps most obvious, are the possible applications for B2C marketing. Video can be pushed to ‘opt-in’ targets to advertise your latest product or service offers. This provides a highly effective method of communicating in competitive arenas such as consumer electronics, FMCG or other consumer retail markets.
Further, video can be distributed to customers as an after-sales service. For example, technology vendors can send video installation guides to recent customers of products such as plasma TVs, which in turn provide further upselling opportunities. Media-rich mobile communications can therefore be considered an increasingly essential component of CRM programmes and the wider marketing mix for these types of businesses.
But it is in B2B markets where the opportunities are most diverse. Video podcasting is gaining ground as a pull-marketing strategy for businesses ranging from the hi-tech industries to the public sector – and mobile DAM provides an excellent platform for these sorts of business communications. Rich media can be used to assist professionals in the field. Consider the use of detailed video footage of specialist operations for engineers or architects lacking that experience and who are on-site. From marketing to operational activities, mobile DAM has varied uses for modern businesses.
Where mobile DAM truly becomes leading-edge is via its reverse application, i.e. enabling mobile users to record and upload media from converged mobile devices to an online digital archive, accessible by corporate or public users. In this scenario, videos or photos, etc. can be stored and shared in organisations, almost in real-time, offering many advantages for professionals in the field, such as civil engineers or press officers. As the uptake of converged mobile devices spreads, this use of mobile DAM technology has potential for B2C marketing operations also. Already forward-thinking businesses who target youth markets have used this technology to enable consumers at their sponsored events to record and upload their own videos to public websites or similar.
In summary, mobile DAM provides a host of opportunities for business from almost any sector. Such systems can be used to push media-rich content to end-users as well as enable mobile users to upload, store and share rich media with corporate or wider networks. Mobile technologies, in particular mobile DAM, will be indispensable tools for marketers and other business professionals in the not so distant future.
Emma Tappenden is a senior partner in Daydream, developers of brand asset management software and solutions, established since 1995. She has twelve years experience in the design and production of digital media and has worked for clients such as Major League Baseball, WS Atkins, UNISON and the London Business School.
To find out more about Daydream and our services e-mail: info@daydream.co.uk or telephone us on +44 (0)20 7096 1471.
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