Content usage in an omni-channel marketing world

Devi Gupta and Melissa Pauna

Journal of Digital Media Management, 2019, vol. 7, issue 3, 221-233

Abstract: To optimise content usage in an omni-channel marketing world, organisations must prioritise brand consistency and create a customer-centric approach through the introduction of an outside-in view from the buyer’s perspective. A balance is required to achieve the ultimate goal of delivering content and messaging across all channels, devices and territories that provides for a truly integrated experience — and do so without impacting corporate risk of copyright infringement. This paper drills into a real-world example to examine how omni-channel marketing affected the content strategy at Banana Republic/Gap, Inc. The paper also provides next-step advice on centralising content and content rights, process governance, automation and leveraging data insights. Examples and best practices will be shared on taxonomies, role-based permissions, key organisational roles, rights management and rights-based workflow and automation.

Keywords: omni-channel; digital rights management; DRM; content rights; taxonomy; copyright infringement (search for similar items in EconPapers)
JEL-codes: M11 M15 (search for similar items in EconPapers)
Date: 2019
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