Analyze online influences throughout

the distribution chain

● 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