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How Amazon Could’ve Avoided the Premature Publish


Thirty minutes before Apple kicked off their flagship hardware event, Amazon published a product page for the next generation iPhone 7 that confirmed rumors about offering bluetooth-only headphone options, a dual camera and smaller screen.

The damage was done. Amazon unintentionally stole some serious thunder. From Apple. Now it’s midday and our office is a-buzz with Apple news – mostly about how Amazon could’ve avoided the premature publish.

At WebDAM, we’re in the business of helping companies own their brand from concept to consumer. For many companies, like Apple, there are moments of great product reveal built by significant time, money and resources. Our digital asset management platform gives those products the launchpoint they need to reach the highest engagement – hiccup-, leak- and flop-free.

While we don’t know what happened with Amazon this morning, we do know what it’s like to help Fortune 500 retailers release time-sensitive images and assets to media at the exact right second so their brand’s story is the one that’s heard, published and remembered.MW-EV466_amazon_20160907124458_ZH

Here are three musts for time-sensitive product releases we’ve learned over the years:

  1. Ensure that campaign elements like product shots, creative assets and necessary collateral are under strict embargo with strong security measures. Pro tip: Digital asset management systems can automate sharing with configurable permission settings and embargo dates.
  2. Schedule when and how long an asset is displayed across your website and social media channels. Pro tip: Digital asset management platforms can be used to schedule a rotation of images and assets over scheduled periods so your content is always relevant … and never too early.  
  3. Launch a product that varies by region or market without getting your campaigns intertangled. Restrict access to certain folders and assets based on geography, market, role or function. Pro tip: WebDAM download rules help ensure each region only has access to images and assets they can actually sell. 

Want to learn more about how WebDAM? We’re here to help.

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