can digital asset management help you? //
What does digital asset management do?
Digital asset management (DAM), stores and organizes all digital assets of an organization — images, PDFs and photographs, audio and video, and even virtual reality and other cutting-edge formats.
It’s the “single source for truth” where marketers can access all relevant versions of media assets that have been created for their brand. The metadata added to a DAM can give marketers information about any aspect of the media assets they might need before using them. These metadata include information such as whether the company has perpetual rights to use photographs, whether the legal department has approved videos, and whether an infographic or whitepaper was reviewed for compliance with brand design standards.
What can companies do with DAM?
DAM technology might be used by marketing agencies to ensure consistency between in-house content as well as creatives created by partners. B2B companies might benefit from a central hub for event marketing collateral and sales collateral. DAMs can be integrated with other technologies, including content management systems and digital experiences platforms, to unify marketing assets management and distribute digital content directly where it’s consumed.
Why do so many companies use DAMs?
The first is the consumer’s expectations.
According to Salesforce’s fifth edition of The State of the Connected Customers, nearly three quarters of customers expect companies understand their needs and wants. This is up from just two-thirds in 2020. These personalizations have clear benefits. According to an Incisiv Adobe study, companies that personalize more are able to achieve significant increases in conversions, revenue per visit, and average order values.
The second is the growing number of devices and channels consumers use.
DAMs allow you to easily create and repurpose marketing content based on the specific needs of each medium or format. They support all stages of the content lifecycle, from creation to delivery. They can support content-in-progress, speeding up asset workflows, reviews, approvals and approvals.
This guide is designed for marketers looking to improve their campaigns using digital assessment management technology. Here’s what’s inside:
Digital asset management platforms have many capabilities
Digital Asset Management Platforms offer everything, from file management and legacy features to new capabilities, thanks to the advent artificial intelligence (and machine learning).
Here’s a more detailed look.
Management of work flow
DAM systems vary in their ability to manage workflows. Some systems allow collaboration via @ tag while others offer more comprehensive project management capabilities. This allows marketing teams and other creative resources to communicate changes as an asset is being developed or updated.
They can also allow brand managers, legal teams, and execs to approve the system. Some systems even facilitate asset distribution. These capabilities can be integrated into the core platform, or added as an option. While most DAMs can be accessed via browsers, some developers have created native apps.
Formats and handling of files
One area that differentiates is the ability to handle a variety file formats. Many support the most common audio, video and image formats. If your workflow requires a specific format, you should ensure that any system you are considering supports it.
Editing, conversion and personalization of assets
Some platforms allow assets to be uploaded in one format and downloaded or distributed in another. Conversions can happen on the fly. Some platforms also allow for lightweight editing. It is important to note that the platform can be connected with Adobe Photoshop, Adobe Illustrator, and other image editing software. These connections are usually more useful.
Distribution and management of user permissions
Many departments, agencies, freelancers, and other parties can be involved in the content production supply chain. It is extremely valuable to be able to grant flexible permissions so that the right people have access the right assets, and only the correct assets.
These capabilities are especially useful for agencies as they allow clients and customers to access their information via the agency website. This allows large companies to maintain a consistent brand message across all geographies and verticals while still allowing salespeople and marketers to access the materials they need.
Search and metadata
A DAM provides the opportunity to locate assets once they have been filed away. Many providers use AI, whether they are a partner or proprietary, to recognize and tag images and videos. Vendors are exploring machine learning and AI to automate content transformations and find insights based on usage patterns.
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Management of corporate governance and digital rights
Marketers license content from stock libraries or creators. DAMs can track the license terms for each piece of content so that they aren’t used in an inappropriate market, unapproved context, or after expiration of their license.
DAM functionality can be used to manage corporate brand guidelines and timelines for specific marketing campaigns.
Analytics and reports
Marketers can track the return on investment in digital media development with analytics capabilities. Analytics can help marketers determine the most used assets and how they are used, providing insights that will assist in planning future content creation.
Data security and storage
Most DAM providers work with Amazon Web Services and Google to host their software as well as their clients’ files. This requires that you follow the policies of these companies regarding geographical distribution, backups, and security protocols. Some players offer data hosting options that are flexible enough to suit clients’ needs. This is a great option for companies that have strict data governance policies.
Integrations
A DAM is the central “single source” repository for all brand assets. It must be well integrated with your martech stack. There are many options for integrations available from vendors. Some vendors are starting to specialize in a particular sector that has unique integration requirements, such as online retailers who use product information management systems.
What are the advantages of using a digital asset manager system?
The role of digital asset management systems in marketing organizations can be vital. They unify offline and online marketing channels, and allow for more efficient allocation of marketing resources.
A digital asset management platform offers many benefits, but not only:
- Better communication between in-house workers and freelance/contract workers.
- Better distribution of assets to clients and partners.
- Better utilization of existing resources.
- Improved efficiency of the internal approvals process.
- Convert assets in different sizes, aspect ratios, and file types faster with
- More efficient creation of assets for martech and other adtech systems.
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Easy compliance with evolving brand standards and licensing terms.
- Providing a consistent brand image to customers.
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Capability to quantify each digital asset’s usage and track the ROI on creation and distribution costs.
Next: Does your company need a digital asset platform?
What is digital assets management? was first published on MarTech.