Article

Asset Search for Reactive Marketing

Executive Summary

In Financial Services and Pharma, macro environment changes (COVID, climate change) and micro environment changes (regulatory changes) can directly impact large amounts of marketing content, meaning hundreds of assets may need to be updated at the same time to a hard deadline outside of a company’s control. The company may need to perform an impact assessment on marketing content in the DAM.

These environmental changes may mean multiple words or phrases in marketing content have to be removed or changed.

For example, a government change to State Pensions may mean a financial institution needs to identify all marketing content in the DAM that makes reference to the below and change them to new terms:

• State Pension Rules 2022
• 2022 rules state
• Please contact the Pensions Regulator

It’s likely that some assets will reference one of the above three phrases, some will mention two, and some may contain all phrases.

It’s important that marketers get a view of which assets are affected by which search terms without any manual manipulation of Excel spreadsheets.  It should be easy for the DAM user to interrogate the search function and extract the information.

How can we do it?

This can be built by:

1. Creating a new Field Definition in DAM called ‘Search Tags’ using the ‘Text List’ Data Type
2. Accessing the Reporting Schema and exposing the ‘Search Tags’ field to reporting
3. Build a ‘Search Tags’ report to include the new field and any other relevant information that will come in useful

This can be completed by:

1. Searching on a word or phrase in Aprimo
2. Clicking ‘Select All’ on all assets that come up in the search
3. Select ‘Create Job’
4. Select ‘Add Field Action’
5. Select ‘Search Tags’ then ‘Next’
6. Select ‘Append to field value’ then ‘Finish’
7. Select ‘No value selected’ then add your search term and select ‘OK’
8. Wait until the maintenance job has completed, then run your report

This means marketing users can look at a report that lists all affected assets in an impact assessment and the user can see, in a single cell, which search terms were found in an asset.

How can we take this further?

It may be the case we want to use the above report for tracking each asset that appeared in the search. Information could be fed into the DAM via the workflow that gives information of the current state of each project/activity. This means any Marketing Planner can have sight of all assets that have search tags, the current state of play with them, the team they belong to, and the owners.