Single source multi-channel marketing at Vitra

Matthias Wesselmann

Journal of Digital Media Management, 2014, vol. 2, issue 4, 315-322

Abstract: The days in which companies competed solely on products alone are long since gone. This presents providers with numerous competitive challenges: products and offerings must continue to appeal and convince, while their customer communications and marketing have become critically important — across all types of media and channels. Vitra is a Swiss family-owned furniture manufacturer that relies on an integrated global marketing and communication system enabling its digital assets to be designed, customised and individualised simply, quickly and efficiently before being distributed efficiently across all channels. In order to achieve these objectives Vitra has opted for censhare’s digital asset management (DAM) system. This paper describes the requirements and the aims of the company, the criteria of the selection process, its DAM partners and the main data of the implementation, while also quantifying the benefits for the company.

Keywords: implementation; digital asset management; localisation; translation memory system; balanced scorecard (search for similar items in EconPapers)
JEL-codes: M11 M15 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdmm00:y:2014:v:2:i:4:p:315-322

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