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Adobe’s Nick Bogaty on 5 factors that impact taking content online

As more corporate and media brands look to engage digital audiences by taking their content online, the likes of Adobe are playing a critical role in providing platforms that help in doing so. As Adobe’s Global Head of Digital Publishing, Nick Bogaty is tasked with leading the company’s actions in this aspect with the product – Adobe Digital Publishing Suite (DPS). In a conversation with DMA, Mr Bogaty speaks on partnering with media companies and corporate brands – the latter forming nearly 70 per cent of Adobe’s clientele at present – on aspects that impact the process of taking content online.

#1 Think like a publisher
One challenge that brands face while taking their content online is the need to think like a publisher. “Brands are not used to creating content. They don’t know how to act like a media company. One part of our job is to work with brands, by sharing case studies and examples, to help them think like a media company,” said Mr Bogaty. He asserted that while brands realise the importance of telling stories to relate to their audiences, the challenge comes in narrating an engaging story instead of making a dull product pitch.

#2 Transfer of knowledge
Mr Bogaty admits that content marketing has evolved to newer levels in some of the more advanced markets. However, the transfer of knowledge is much faster today diminishing differences between regions. “Irrespective of the region, fundamentally it is all about telling stories. In a region, the conversation changes depending on inherent strengths from an industry standpoint like the power business in Australia or consumer goods in Japan but knowledge is spreading much faster now. One of the most interesting things for me is when I travel to places such as Singapore and meet people who are doing things looking at other brands in other markets, and doing it really well,” Mr Bogaty informed.

#3 Cost of taking content line
Another area of concern for some players in the business is the cost involved in taking content online, especially for solution from large set ups like Adobe. Many businesses eventually take alternative routes to expensive options but in some of these cases, the quality of the end product may be compromised. “I don’t think companies have a choice today. People are consuming content across screens and we are talking about a whole new gambit of screen sizes, specifications that can alter the customer experience. This is an investment that brands have to make. We take care of everything that others don’t really want to deal with, like technology updates and so on,” Mr Bogaty explained.

He also pointed out that as businesses grow, these solutions become more cost effective. He said, “The ratio is relatively high in the initial investment in DPS compared to the audience. But as the audiences grow, the cost per individual reduces. There are cheaper alternatives to DPS but if you are not creating a compelling digital product, then what is the point. Also, when you compare the cost of doing it yourself or even compare it to other media like print, it turns to be very cost effective,”

#4 The digitally savvy consumer habit of ‘something new’
One of the changes that Adobe sees in its near future is finding more ways and creating tools that will help brands to connect with their consumers more often. At present, the company sees media brands take a printed product and adapt it to digital in the same cadence. “This is strange for a digital product because these are the consumers who are constantly refreshing apps to see what the latest is or what is new. We want to help brands capture this breed of audiences too and you will see us take some steps in that direction,” informed Mr Bogaty.

#5 Collaborating & integrating publishing tools
One of the final points that he makes in this conversation is Adobe’s objective to be able to integrate tools that can help brands in creating content. “Our role is not creating content for brands but enabling them to do so by offering a diverse set of publishing tools. In running DPS, we are shameless in integrating any tool that people use for creating compelling content and I don’t see a reason why we would not be adding tools for video content or anything new that will help brands,” Mr Bogaty concluded.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.