Shopper Marketing - July 2016 - 84


REPORT: DIGITAL ASSET MANAGEMENT

for kitchenware manufacturer Groupe SEB, about his earlier days helping appliance
maker Jarden Consumer
Products build up its online
capabilities.
"When it came time for
a lot of manufacturers to
digitize their assets, they
realized that their content
was located all over the
world under people's
desks," says Gonzalez at
Salsify. "If you have multiple siloed systems, it
can be a total mess."
Once you collect
all the data, it then
needs to be modified for e-commerce
purposes: That "KFT
M&C" listing might
work fine for supply
chain needs, but it
won't help an online
shopper much. And
you'll also need a process for tailoring
the data to meet retailer-specific needs.
Who should be involved in content development? Everyone. Shopper marketers often end
up doing much of the work "because they care,"
says Murray. And the account-specific tailoring
is often left to the sales teams. "But leadership
at the highest levels of brand ownership must
be hands-on, too, to ensure that the brand is
well presented everywhere," Murray says.
This need for cross-functional alignment led
digital content developer WhyteSpyder, Fay84

y SHOPPER MARKETING JULY 2016

etteville, Arkansas, to coin (and service-mark)
the term "Markendising" to reflect the idea that
digital content development "is a new job category," chief executive officer Eric Howerton
says. "Merchandising is focused on the retailer.
And marketing is looking at global messaging.
You need someone to focus on data and content for the omnichannel shopper."
Ultimately, the work " really is just rolling up
your sleeves," says Callahan. "We were data


http://www.walmart.com

Table of Contents for the Digital Edition of Shopper Marketing - July 2016

Contents
Shopper Marketing - July 2016 - Intro
Shopper Marketing - July 2016 - 1
Shopper Marketing - July 2016 - 2
Shopper Marketing - July 2016 - 3
Shopper Marketing - July 2016 - Contents
Shopper Marketing - July 2016 - 5
Shopper Marketing - July 2016 - 6
Shopper Marketing - July 2016 - 7
Shopper Marketing - July 2016 - 8
Shopper Marketing - July 2016 - 9
Shopper Marketing - July 2016 - 10
Shopper Marketing - July 2016 - 11
Shopper Marketing - July 2016 - 12
Shopper Marketing - July 2016 - 13
Shopper Marketing - July 2016 - 14
Shopper Marketing - July 2016 - 15
Shopper Marketing - July 2016 - 16
Shopper Marketing - July 2016 - 17
Shopper Marketing - July 2016 - 18
Shopper Marketing - July 2016 - 19
Shopper Marketing - July 2016 - 20
Shopper Marketing - July 2016 - 21
Shopper Marketing - July 2016 - 22
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Shopper Marketing - July 2016 - 24
Shopper Marketing - July 2016 - 25
Shopper Marketing - July 2016 - 26
Shopper Marketing - July 2016 - 27
Shopper Marketing - July 2016 - 28
Shopper Marketing - July 2016 - 29
Shopper Marketing - July 2016 - 30
Shopper Marketing - July 2016 - 31
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Shopper Marketing - July 2016 - 37
Shopper Marketing - July 2016 - 38
Shopper Marketing - July 2016 - 39
Shopper Marketing - July 2016 - 40
Shopper Marketing - July 2016 - 41
Shopper Marketing - July 2016 - 42
Shopper Marketing - July 2016 - 43
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Shopper Marketing - July 2016 - 46
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Shopper Marketing - July 2016 - 49
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Shopper Marketing - July 2016 - 51
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Shopper Marketing - July 2016 - 54
Shopper Marketing - July 2016 - 55
Shopper Marketing - July 2016 - 56
Shopper Marketing - July 2016 - 57
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Shopper Marketing - July 2016 - 140
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