Bringing it all together
Having identified the different places marketing content lives, we need a plan to bring it together. In order to carry out our plan, we need to introduce an idea that is central to our way of looking at marketing content: The Domain Model. Building the skeleton The Domain Model is a concept taken from the IT world. It is built around Entities and Actors. Actors are the different types of users that touch your marketing content. Entities are the structuring concepts around which your business is organized.
Marketing platforms and entities
YOU
Season
Channel
Model
Agency
ERP
Brand
BU
Client
Region
MRM
Campaign
Activity
Project
PIM
Product family
Market
Product
SKU
DAM
Asset
Layout
If we look at the source platforms that bring marketing content to the table, we find clues to Entities. DAM will traditionally bring media assets and layout; PIM or PLM will bring market, product family, product, and SKU; MRM will bring campaign, project, and activity; ERP will bring brand, region, business unit, and customer.
10
Made with FlippingBook Learn more on our blog