Digital Directions: 5 Affordable Digital Media Projects for 2013
Some marketing departments are intimately familiar with their metadata because they create and maintain their own metadata with commercial title management applications such as those from Firebrand and VirtuSales. Other organizations, however, allow distribution partners to manage their bibliographic metadata for them. This can be an efficient path for some organizations, however it becomes problematic when the publisher is no longer in control of the metadata directly. They end up not being familiar with the structure and contents of their own metadata stores. Understanding how to enrich metadata helps power efficient and manageable multi-channel distribution programs. If a publisher is not at least steering the metadata approach, they lose a degree of strategic control in their distribution program. Even if the publisher is not taking primary ownership of metadata management, they should maintain an in-depth and current knowledge of the data in these systems.