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January 9, 2017

Gartner Includes CampaignDrive by Pica9 as Example of Distributed DAM in Market Guide

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Pica9 has been identified as a representative vendor in Gartner’s Market Guide for Digital Asset Management. Pica9’s flagship product, CampaignDrive, was listed as an example of Distributed DAM systems.

Distributed DAM systems are a brand-new category of Digital Asset Management platform which give distributed brands specific tools for managing and sharing marketing assets with their distributed marketing partners. These systems help enterprises manage how their franchisees, dealers or other local marketing partners do their marketing.

Gartner published the report amidst rising interest in the industry from leading brands. Senior analysts Jake Sorofman and Andy Frank detail how a variety of digital asset management solutions are available to help marketers improve their utilization and organization of marketing assets. “Digital asset management is undergoing a renaissance as marketing leaders face new challenges in managing the growing volume, variety and velocity of content assets”i.

Distributed Digital Asset Management platforms are a new category that Gartner is recognizing for the first time with this report. According to the analysts, Distributed DAM platforms offer “DAM capabilities that are purpose-built for managing distributed marketing assets across channel partners, business units and/or geographies.”

This means that brands with dealers or franchisees (or any other kind of local marketing partners) are able to use these tools to gain oversight of the marketing that these partners are doing at the local level. Combined with other capabilities of Local Marketing Automation software, Distributed DAM offers a unique opportunity for brands to bring better precision and more powerful marketing tools into the local marketing arena.

Kevin Groome, Founder of Pica9, offered his opinion on the value Distributed DAM provides to multi-location brands: “Now more than ever, franchise and dealer-based brands need to create authentic, consistent customer experiences at the local level. Distributed brands, especially those with multiple locations, have come to rely on this technology [Distributed DAM] to operationalize their marketing for the 21st Century.” Groome added, “with the Market Guide, Gartner is bringing clarity and precision to understanding how all of the many marketing technologies brands can use fit together.”

The report from Gartner wraps up a year of highlights for Pica9 and CampaignDrive in industry news. In May, CampaignDrive customers from Marriott and Polaris took the stage at Henry Stewart to explain how the local marketing platform has helped the brands streamline their distributed marketing operations. CampaignDrive was also recognized for the first time in the Annual Local Marketing Automation report from Third Door Media. The local marketing platform also picked up numerous mentions in industry publications throughout the year, most notably as the Featured Marketing Software provider in the Annual Marketing Automation Report.

Given this series of successes, Groome struck a decidedly positive note. “We are thrilled to be at the center of these conversations about distributed marketing, local marketing and how major brands can leverage the power of marketing technology,” he said.

Looking ahead to 2017, CampaignDrive is on track to continue its rise as the leading SaaS local marketing automation platform. The platform has already seen its first feature enhancement of the New Year, and is slated for over 75 new enhancements over the course of the upcoming calendar year.

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i Gartner “Market Guide to Digital Asset Management” by Jake Sorofman and Andy Frank, November 16, 2016.
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.


by Charles Groome

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