Digital Asset Optimization (DAO): Digital Asset Management Meets Search

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I read an interesting article in the recent B2B Magazine for Marketing Strategists talking about the new search marketing trend of blended search (also referred to as universal search).  The article “Optimizing for the new SEM” by Carol Krol talks about how marketers can make the most of their digital assets as the four major search engines (Google, Yahoo, MSN and have come out with versions delivering search results to include images and video.  The article included some statistics and mentioned that this blended search has not taken off yet, but it provides some helpful tips for marketers looking to deploy strategies with this new channel in search marketing.  Experts interviewed for the article mentioned that search marketers should take a look at their current inventory of digital assets and assess how they can be applied to search.  This particular expert mentioned that marketers need to look at both the technical aspects—such as optimizing title tags—and organizational issues.  Most importantly, companies looking to optimize their digital assets for universal search must get all necessary parties to collaborate, including marketing, public relations, SEM and corporate video.  Interestingly, DAO lends itself to Digital Asset Management solutions as a necessary part of universal search because it allows marketers to get organized and take inventory of all existing digital assets, apply metadata (descriptive information) to the assets and fosters collaboration amongst multiple departments.

More to come on Digital Asset Optimization…

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