SAP Content Management: The ultimate guide for e-commerce and marketing manager

How can rich media assets such as videos, audio or product images be better managed in SAP? In this article, we’ll show you how to manage content centrally and link it to product data in SAP Commerce Cloud or use it in SAP Marketing Cloud.

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SAP is the Swiss army knife among software providers. In addition to its core enterprise resource planning (ERP) product with SAP S/4HANA, SAP now offers a whole range of other products for businesses.

Where do you need content in SAP?

Due to the huge SAP product range from digital supply chain applications to analytics tools to network and spend management the first challenge is to identify where marketing content is even needed in SAP.

SAP product world in a nutshell:

In 2018, SAP bundled its CRM applications under the brand name SAP Customer Experience (CX). As the name suggests, this suite is intended to enable better customer experiences and is comparable to Salesforce, HubSpot or Adobe Experience Cloud. Within this suite, it is primarily the SAP Commerce Cloud and SAP Marketing Cloud, where content is used for marketing and sales purposes.

Especially online stores often have thousands of products and product variations listed, which includes not only digital assets but also product information. SAP offers comprehensive functionalities for managing this product information directly in the SAP Commerce Cloud while content in the SAP Marketing Cloud is stored in the SAP Content Studio.

SAP Product Content Management, previously Hybris PCM

SAP Commerce Cloud is a modern e-commerce platform that maps all sales and purchasing processes, enables a holistic customer view, and strengthens customer loyalty through exceptional omnichannel purchasing experiences.

SAP Commerce also has its own product information management (PIM), called Product Content Management (PCM), which can be used to organize how products are displayed in an online shop and other sales channels. Long-time SAP customers still know this PIM system as Hybris PCM. Hybris was transferred to the SAP Commerce Cloud when it was acquired by SAP.

SAP Content Studio for the Marketing Cloud

Working with different types of content such as images, videos or sound files is the daily bread of marketers. Such assets can be stored in the SAP Marketing Cloud in the so-called Content Studio from where the content can be used for email campaigns, landing pages, forms, and marketing automations.

SAP Commerce also has its own product information management (PIM), called Product Content Management (PCM), which can be used to organize how products are displayed in an online shop and other sales channels. Long-time SAP customers still know this PIM system as Hybris PCM. Hybris was transferred to the SAP Commerce Cloud when it was acquired by SAP.

Is there a content management system from SAP?

SAP doesn’t offer a stand-alone content management solution, although it has content management features included, especially in the customer experience environment.

The SAP Commerce Cloud comes with a content framework for solving project-related content management tasks and the SAP Marketing Cloud allows you to store different content types, but SAP doesn’t offer a holistic approach to managing content.

The challenge is that content management and specifically digital asset management require a high level of understanding of the creative content creation processes to be able to implement these processes holistically and with an outstanding user experience.

The decision to establish a strong cooperation between SAP and CELUM for the benefit of our customers was a landmark decision for SAP Commerce Cloud and CELUM. We have thus created a broad base of customers who have implemented their daily content processes very efficiently with our product combination. In this way, we have managed to offer our customers a range of solutions in a very attractive commercial model that is unparalleled on the market.
Christian Münch
Principal Product Manager at SAP Commerce Cloud

In addition, many business-relevant standard applications such as Microsoft Office products as well as publication-specific applications such as Adobe Photoshop, Illustrator and InDesign must be supported. Using Commerce Cloud as an example, a flexible and customizable integration between CELUM as a content provider and SAP Commerce Cloud has proven to be very powerful over the last ten years. The cooperation between the two products has a long history of joint customers successfully following the best-of-breed approach with these products.

SAP DAM or which content management system can be used for SAP

SAP Commerce Cloud as well as SAP Marketing Cloud allow the upload and storage of different content types. In SAP Commerce Cloud, metadata and user info can be entered and linked to products. However, the system comes to its limits when many users with different permission must be able to manage, upload and distribute large volumes of assets to other people and systems.

If you need to take care of those things the use of an external digital asset management (DAM) system is worth considering for SAP. DAM software offers a whole range of additional functions and can cover the entire content lifecycle. At CELUM, we divide this lifecycle into the three core areas of content creation, content management, and content distribution.

SAP Connector for Digital Asset Management

As a global brand, many software vendors develop their own SAP business connectors, which are listed in the SAP store. With an SAP integration, a professional DAM system can also be incorporated. For example, CELUM offers an integration for the SAP Commerce Cloud and for the SAP Marketing Cloud.

A digital asset management system enables:

  • A central source for all assets across multiple countries and languages.
  • A better collaboration within the team and with agencies thanks to the integrated task and workflow management tools.
  • The set up of an omnichannel strategy by reaching your target audience with perfectly aligned content across all distribution channels.
  • The full control of content with fine-grained user permission management.

A DAM can also lead to a significantly higher return on investment because it is significantly easier to use content in the long term and to reuse it multiple times.

Combine PIM, DAM and SAP

A DAM also has the advantage that it can be connected to other systems. Some CELUM customers use an external PIM whose data is linked to related assets in CELUM and both datapoints are then transferred to the SAP Commerce Cloud.

Best Practice Victorinox

The famous Swiss knife manufacturer Victorinox uses CELUM for the creation and release of visual content as well as for the management and distribution of content. SAP, in turn, maps the entire web presence of Victorinox, from the e-commerce platform and brand experience to the press portal. More than 8,000 users – from the company, service providers, and sales partner – work with CELUM.

Victorinox’ DAM offers

  • a customized, complex metadata model with a direct interface to the ERP system,
  • 15 different asset types to clearly distinguish assets,
  • a private and a “public” space, for the distribution of assets,
  • 62 customized download formats,
  • auto-crop and optimize assets for all touchpoints, 
  • and various integrations for automated content routing. 

Victorinox not only uses its DAM to display assets in SAP. The company has also solutions connected to the DAM for web to publish, for handling returned products, and a tablet application for sales.

Why you should tackle content management now

Marketing needs to organize an ever-growing amount of content for an increasing number of sales channels and implement more frequent new digital applications into their existing tech stack. If you have set up an integrable and scalable content solution, the management will be much easier. In addition, you will prevent content silos and content duplicates. 

How can CELUM help you?

Gain more insights on how CELUM Digital Asset Management and SAP can help your business to grow.

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