Aprimo’s Acquisition Of ADAM Software Signals Market Consolidation

Marketing resource management (MRM) vendor Aprimo snatched up ADAM Software, which bolsters Aprimo’s digital asset management (DAM) capabilities and reinforces the consolidation and convergence that we predicted. 
 
There are a lot of small DAM vendors, but there has been a move to consolidate. Specifically, the capabilities of MRM, DAM, and content marketing platforms (CMP) continue to blur. MRM vendors like Aprimo help marketers assign tasks, track resources, budget, and review materials. But they stop short of organizing large libraries of content, integrating with upstream creative workflows, and delivering content downstream. The clear benefit of this merge is that now marketers will have one solution across the entire content lifecycle. 
 
Other large vendors in the market have taken a similar approach. Adobe has built out its offering to include DAM, web content management (WCM), analytics and other capabilities. Multinational conglomerate Danaher purchased MediaBeacon to merge under product-packaging software vendor Esko. Shutterstock bought WebDAM to give Shutterstock a viable story for stock image management.
 
ADAM’s purchase comes as no surprise. Their strength in DAM, noted in our Forrester Wave, and relatively small size made them an attractive acquisition target. 
 
What does Aprimo’s acquisition of ADAM mean for the market?
 
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Don’t Be Fooled -- DAM Is Still Relevant

If you think digital asset management solutions are a relic of the past or a graveyard of static assets then you’re dead wrong. While complementary technologies like web content management, content marketing platforms, and product information management offer DAM-like capabilities, most marketers still prefer to use a dedicated DAM.
But how do you determine if you need a dedicated DAM or if you can use adjacent technologies to store your rich media assets? That’s exactly what we answer in Eight Questions To Consider When Investing In Digital Asset Management.
 
Keep in mind these key considerations when weighing a DAM investment:
 
  • DAM can serve as the central hub for your content. DAM solutions of today sit squarely between upstream creative workflows and downstream delivery mechanisms. If you have multiple systems that need to access rich media content, a dedicated DAM is the core repository that serves that content into a presentation layer. 
 
  • DAM supports complex workflows and multiple stakeholders. DAM systems have integrated components of marketing resource management (MRM) technologies around planning and allocation of resources. DAM allows your team to pass around an asset for creative and legal approval. Each stakeholder can annotate assets and review iterations before creative teams finalize assets. 
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Start Caring About VR And 360-Degree Video

At the International CES mega show in Las Vegas, virtual reality hardware makers moved the needle on both consumption and creation devices for formats like VR and 360-degree video. Specifically in the area of 360 video creation technology, we saw some impressive cameras at CES.


Insta360 Pro debuted
 an 8K camera (left) that can also shoot 4K video at 100 frames per second. Slow mo, high res VR, anyone? The Insta360 also employs new H.265 encoding, which can deliver better video quality at the same bitrate versus H.264 compression. The camera is priced at $3,000, which is steep, but much more competitive than the $60,000 Nokia Ozo.

Ricoh added to its lineup of cameras with the Theta R, which can livestream in 2K resolution at 30 frames per second for up to 24 hours.

At $800 the Vuze Camera will finally begin to ship in March. Its compact size and price point will be good for brands and businesses that want to dip their toes into new content

VR and 360 content can be a powerful tool for companies. For example, Delta used a 360 image to show off its new Delta Premium offering. It drove 2,700 shares and 16,000 engagements. Click on the post below to see it in 360.

The hardware for VR and 360 video is one piece, but the technical and production component is equally as important. When it comes to producing 360 video, remember:

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Video - and Online Video Platforms - Are Essential For Customer Engagement

Video conveys emotion unlike text and can show features and functionality unlike any picture. That’s why retailers see nearly triple the conversion rate on product pages that have video versus those that don’t. Entering what Facebook CEO Mark Zuckerberg calls “this new golden age of videos online,” companies and brands need an enterprise-class online video platform to deliver the video experiences that drive customer engagement.

 

In The Forrester Wave™: Online Video Platforms For Sales And Marketing, Q4 2016 we looked at nine vendors in the space--Adobe, Brightcove, IBM, Invodo, Kaltura, Ooyala, Qumu, uStudio, and Vidyard--and scored them against a list of 39 criteria.

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Videoconferencing Delays Cost You Millions

Videoconferencing technology has the awesome power to connect teams separated by oceans or internal silos, but it’s still not frictionless. Technical difficulties that delay videoconferences account for millions of dollars a year in lost productivity. In our brief Start Your Videoconferences On Time, we take a look at some best practices to avoid productivity loss. Inside the report is an interactive calculator so that you can customize the scenario to your business and build the case for change.

 

 

From 2013 to 2015, the prevalence of web- and videoconferencing use by global information workers grew 40%, according to Forrester Business Technographics data. But companies have multiple VC vendors or don’t deploy it universally and that contributes to technical difficulties.

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Video Helps Your Customers In Their Moment Of Need

Your customers use apps like Facebook, Skype, Snapchat, and Facetime to hold video calls and you should be using video to connect with them, too. In our report Now You See Me — Video Chat Improves The Customer Experience we found that retail, financial services, healthcare, and other verticals embrace video chat as a way to serve customers in their time of need and as a way to drive measureable ROI.

The cultural and technology barriers to easy video chat have come down in recent years. A UK-based bank deployed video chat for its advisors to use with high net worth clients. These clients, who are typically older, are just as familiar with video calling as their younger cohorts--they use Skype and Facetime to talk to children and grandchildren. On the technology end, a key enabler for video chat is WebRTC, which allows browser-based video conversations without the requirement for downloading plugins. A key driver to adoption is reducing friction.

UK footwear retailer Schuh expanded video chat by deploying it to mobile and increasing the number of video agents by 20% in two years. Video is now Schuh’s busiest customer service channel, eclipsing phone and text chat.

Video chat is useful across the customer journey. Agents can answer questions about a product, they can use co-browsing to help a customer navigate a site or find an item and they can answer questions about how to use a product once purchased.

Video chat endpoints diagram

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Videoconferencing Is No Longer Boardroom Bound

Throw open the boardroom doors. Videoconferencing is making a dash to to the huddle room, your desktop, and the cloud. In Forrester’s new Vendor Landscape: Videoconferencing Platforms we look at videoconferencing market trends and the 15 vendors that support the space.

 

Videoconferencing is a must have for employee experience. It drives hard cost savings with travel reductions and decreased time to market and soft savings with employees--particularly remote workers--who are more engaged. Global software decision makers aren’t in the dark about the benefits of videoconferencing as its implementation has been outpaced only by IP telephony.

 

There are three key reasons that have driven videoconferencing out of the boardroom including:

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Google Video Chat App Duo Connects iOS And Android, But Fragments The Landscape

Google this week added yet another chat app to the mix with Duo, a smartphone-only video chat application that bridges the gap between iOS and Android devices. Rather than solve the problem of interoperation between different video chat applications, though, it made another application altogether. 

The killer video chat app will be the one that works like a telephone. Regardless of your carrier, device, or network, you can dial a number anywhere in the world and talk to someone on the other end. Google, Apple, Facebook, Snapchat and others who offer video calling: take a page from the enterprise.  The problems that consumers face now with video chat applications are the same ones that enterprises overcame years ago with interoperation standards. Enterprise videoconferencing systems for years have boasted interoperation standards like H.323 and SIP so that systems from Cisco, Polycom, and other vendors could all talk to each other. The consumerization of IT is flipped in this case. Traditionally we’re used to having a better experience outside of the enterprise than within, but when it comes to video chat the enterprise wins.

The good news about Duo is that it connects Android and iOS users. Apple’s Facetime doesn’t. With Duo you can talk to anyone, regardless of their OS.

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Short Form Product Video Can Be The Key To Converting Customers

Marketers have a great arsenal of tools to drive conversions and now short form video needs to be part of that mix. Invest in it now to differentiate your business. Historically, video has been expensive to produce and manage, but that’s changed. It no longer costs a fortune to produce video content. In fact, some retailers added video production to their existing photography process and they’re using the same equipment. Online video platforms can track the performance of videos across multiple sites--not just your own--and how they influence customers. Because of this, video ranks among the top new initiatives where retailers plan to invest in 2016.

 

 

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Microsoft Stream Hopes To Shake Up EVP Market

Microsoft Stream, the company’s enterprise video platform (EVP) bolted onto Office 365 could shake up the EVP market, but don’t jump in head first just yet.

 
 

Video used to be the domain of media and broadcasters, but now enterprises from healthcare to financial services have reason to be doing video. They can use video to connect internal employees and external prospects with the CEO during a live event. Or maybe HR needs to establish a centralized training channel.  

 

It makes sense for Microsoft to move into this market more robustly. It already has tens of millions of users on its Office 365 email and productivity suite so video is a logical step.

 

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