The document discusses the digital media supply chain, which involves five main stages:
1. Capturing content from providers in digital format, compressing files, and performing quality control.
2. Managing metadata and digital assets and publishing content to storefronts.
3. Entering metadata to identify and describe content.
4. Encrypting content with digital rights management for distribution.
5. Hosting compressed files and metadata on a content delivery network to distribute to end users via digital retailers/services.
The document discusses the digital media supply chain, which involves five main stages:
1. Capturing content from providers in digital format, compressing files, and performing quality control.
2. Managing metadata and digital assets and publishing content to storefronts.
3. Entering metadata to identify and describe content.
4. Encrypting content with digital rights management for distribution.
5. Hosting compressed files and metadata on a content delivery network to distribute to end users via digital retailers/services.
The document discusses the digital media supply chain, which involves five main stages:
1. Capturing content from providers in digital format, compressing files, and performing quality control.
2. Managing metadata and digital assets and publishing content to storefronts.
3. Entering metadata to identify and describe content.
4. Encrypting content with digital rights management for distribution.
5. Hosting compressed files and metadata on a content delivery network to distribute to end users via digital retailers/services.
● All companies constantly develop new products/Services as it starts growing and building a clintals ● consumer are constantly looking for change or some kind a new technology to be introduced. ● Creating new products/service requires a capital and effort need to be made. ● Companies must arrange for the production of the product, then determine the channels in which the product will be sold. ● That is when content marketing research comes into play. Conduct Marketing Research ● Marketing research can better help a company determine if consumers like the product, or whether the product needs to be modified before introducing it. ● Many small companies test their product concept or idea and observes customer responses about the product through a one- way mirror. ● On a larger scale, a company can conduct multiple types of surveys among customers to test the product concept before its introduction. Study Competition ● observe your competitors to be on top of the market. ● Conduct a SWOT analysis, which stands for strengths, weaknesses, opportunities and threats, to determine strengths and weaknesses of the product and company vs. key competitors and their products. ● For example, a small company may have a high-quality product, a strength, but little is know about its brand, a weakness. ● In a SWOT analysis, a company can take advantage of its strengths by identifying opportunities in the market. Target Audiences Research
● Target the Right Customers.
● Know your product/service strengths and work on the weaknesses. ● As an entrepreneur or a freelancer you should always target the right customers to make yourself known in the market. ● Create a Customer database before starting a new service or introducing a new product so that you have a hold on the outcome. Marketing Analysis to Determine the Target Demographic
Conducting an overall market analysis helps determine the target
demographic and demand for your products, as well as your competitors and their distribution channels. Analyzing the market will also help determine competitive pricing for the product and the best distribution channel or channels. ● The traditional way of marketing brands, products and services make use of either indirect or direct methods of reaching out to targeted customers. These methods are clear-cut and very straightforward. ● you just need to invest money, perform a set of actions, and get results. ● The business and marketing landscape have drastically changed in recent years however. Traditional methods that were effective before may not be as effective in this current market powered by the complexities. ● That is why it is very important that your brand and business establish and maintain a very strong online presence to be Traditional Supply Chain What exactly is Digital Media Supply Chain?
● The Digital Media Supply Chain is the process used to create,
manage and deliver digital media from the point of Origin (content provider, Content owner or the creator) to the intended audiences. ● It's about getting the right content and Rich Experiences to users on the platforms and devices they choose. Eg : apps, Websites, social media Platforms, etc. ● Digital supply chain is key to the operations of every company that manufactures or distributes anything. ● Just as Physical goods pass through a supply chain process digital media must pass through various stages of processing and Different workflows to become a Product (be it Music, Images, Videos, etc) that a customer can consume. ● The supply chain gets more complex as this digital media flows through multiple devices. Eg Smartphones, Tablets, traditional channels, etc. ● Digital Content goes to many channels and still must maintain the integrity of the content and the message. Rapid Digitization of the Digital Supply chain ● To meet the challenges of a digital economy companies and organisations must digitize their business process. (make an online presence ● This goes beyond just digitizing your data. It's about fundamentally reinventing yourself in the market. ● With Digital media Technology is seamless, quick and efficient because everything happens rapidly and more spontaneous than in traditional media. ● The Benefits of Digitizing yourself is immense. The cost can be reduced to almost 90 percent and the turnaround time vastly improves. ● Real time updates can be made and no lag in new production is seen. ● Managing global marketing efforts requires strategic guidelines to enable effective collaboration throughout the asset creation, media planning, buying and placement stages. ● Digital asset management (DAM), digital content management and content delivery networks are the foundational elements Digital content management ● What was originally referred to as content management when websites were the main point of focus has now evolved to distribution to other end-content consumption points (e.g., YouTube, Netflix, Facebook, Instagram, spotify, soundcloud, etc). ● Various digital content management tools help deliver finished content to its intended use — web sites, social media, digital advertising campaigns ● They optimize and manage the message your customers see. DAM, digital content management and a content delivery network ● These are the foundational elements that allow you to find, use and deliver content more efficiently. ● Today’s marketplace for digital content supply chain platforms and tools is dynamic. Companies that have the vision and motivation now have unique opportunities to start gaining control of all their marketing assets at a global, regional and local level. ● In-house creative and media departments, for example with the Below are some of the components and processes involved in the digital supply chain.
● Content Provider - The content provider provides the actual
content that will ultimately be consumed by the end-user. The content provider provides the content in a variety of formats - including film, tape, CD, DVD, hard disks and digital files. ● Capture - If the content provided by the content provider is not already in a digital format, it must first be converted to a digital format ● Compression - The captured digital file is often extremely large, requiring a large amount of digital storage space and impossible to deliver to the consumer via broadband methods. Therefore, it must be compressed. ● Quality Control - Quality control is required to ensure that a file that has been encoded properly, with desired results and free of corruption. ● Digital Asset Management - The digital asset management system handles the metadata, content and their related assets such as album cover and movie poster art. It is often the digital asset management systems which also handles the publishing of the content itself to a digital storefront. ● A clear understanding of asset lifecycle and each user’s role in it helps manage expectation and establish trust between participants. ● It also creating more focused and purposeful activities throughout the operation. These elements empower appropriate users with greater insights and a strategic advantage over ● Metadata Entry - Metadata is the information that identifies and describes the contents of a medium. This information can include media-specific information such as: Title, artist(s), production company, seasonal/episodic description, original release date, etc. Metadata can also include business-related information such as: pricing and availability. Digital Rights Management ● An important aspect of the digital supply chain is the process of encrypting the content so that it cannot be played back without the proper license which is often acquired via purchase of content or subscription. ● This reduces the possibility of media being pirated.
Ingest - Ingest is the stage in which the compressed file and
metadata are put into the digital asset management system. Content Delivery Network - When media files are ingested they are hosted and delivered from a content delivery network (CDN) capable of delivering the media to the end-user. Merchant/Storefront/Digital Retailer/Digital Service Provider - The content will ultimately display on a digital storefront where the consumer can view a catalog listing of the content and access the content via purchase, subscription or other method a merchant has elected to make the content available. Assessing the Digital Media Supply Chain Digital media supply chain has five distinct stages that link the content producer with the consumer. They are ● Planning - Perfect visibility across the length of the supply chain is the ultimate goal here ● Source - This stage classically covers processes that procure goods and services to meet planned or actual demand Make/Aggregate - This is essentially the stage of processing the content ready for delivery. Distribute - It is important be able to onboard new distribution platforms and minimize the potential costs of supporting multiple distribution formats for little or no return. Return - monetary return, customer appreciation, complaints, setbacks. Digital Supply Network