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]]>Digital asset management (DAM) stores and organizes all of an organization’s digital assets — images, PDFs, photographs, audio, video and even virtual reality or other cutting-edge formats.
It is the “single source of truth,” where marketers can find every relevant version of media assets created for the brand. A DAM also adds metadata that can provide information on anything the marketer might want to know before using it. These include things like does the company have perpetual rights to use a photograph, whether the legal team has approved a video, and if an infographic or whitepaper was checked for brand design standard compliance.
How do companies use DAM?
Marketing agencies might leverage DAM technology to maintain consistency across in-house content and creatives developed by partners. B2B businesses might draw on the benefits of a centralized hub for sales collateral and event marketing materials. DAMs are being integrated with other technologies, especially content management systems and digital experience platforms, to unify marketing asset management and distribute digital content directly to the channels where they’re consumed.
Why are so many organizations using DAMs?
First is consumer expectations.
Nearly three quarters of customers expect companies to understand their unique wants and needs — up from two-thirds in 2020, according to the fifth edition of Salesforce’s The State of the Connected Customer. The benefits of this personalization are clear. Companies using more granular personalization experience significant gains in conversions, revenue per visitor and average order value, according to an Incisiv Adobe study.
Second is the expanding number of channels and devices consumers are using.
DAMs make it easier to create and repurpose marketing content according to the different needs of the medium and format. They also support the entire content lifecycle – from upstream creative to downstream delivery. They support work-in-progress for content, speeding asset workflows, reviews and approvals, as well as connecting with tools like Adobe Creative Cloud, Canva and Microsoft Office.
This guide is for marketers who are looking to enhance their campaigns with digital assessment management technologies. Here’s what’s inside:
Capabilities of digital asset management platforms
Digital asset management platforms have everything from legacy features, like file management, to emerging capabilities due to the advent of artificial intelligence and machine learning.
Here is a detailed look.
Workflow management
DAM systems differ in the extent of their workflow management capabilities. Some allow collaboration through @ tagging, while others have more full-fledged project management offerings. This can help marketing teams, along with outside creative resources, communicate about changes while an asset is in development or being updated.
Later, they can allow for approvals to be obtained from brand managers, execs and the legal team, while some systems also facilitate asset distribution. These capabilities may be built into the core platform or offered as an add-on or integration. Most DAMs are SaaS and can be accessed from browsers, but some have developed native apps.
File formats and handling
One area of differentiation is the ability to manage a variety of file formats. Most support common popular video, image and audio formats. However, if your workflow requires the use of a specialized format you need to ensure any system you’re considering can handle it.
Asset conversion, editing and customization
Some platforms allow an asset uploaded in one format to be downloaded or distributed in another — with conversions happening on the fly. Also, some have lightweight editing capabilities within the platform. To be clear, connections with common image editing software (Adobe Photoshop, Adobe Illustrator, etc.) are typically more useful.
Distribution and user permissions management
The content production supply chain can involve many departments, agencies, freelancers and more. The ability to provide flexible permissions, so the right people have access to the right assets –– and only the right assets –– is very valuable.
Within agencies, in particular, these capabilities can give clients/customers convenient self-service capabilities. It also lets large enterprises maintain a consistent brand message across geographies and verticals, while still letting marketers and salespeople can help themselves to the materials they need.
Search and metadata
One of the most important benefits of a DAM is the ability to find assets after they’ve been created and filed away. Most providers now use artificial intelligence, either proprietary or through a partnership, for image and video recognition and tagging. Vendors are also exploring ways to use AI and machine learning to find insights and automate content transformations based on usage patterns.
Digital rights and corporate governance management
Most marketers license content from individual creators or stock libraries. DAMs can keep track of the specific license terms governing each piece of content, ensuring they’re not used in the wrong market, an unapproved context or after license expiration.
Corporate brand guidelines, as well as timelines associated with particular marketing campaigns, can also typically be managed with DAM functionality.
Reports and analytics
Analytics capabilities allow marketers to trace the return on the investment made in the development of digital media. They can also determine which assets are used most often and in what ways, proividing insights for planning future content creation.
Data storage and security
The majority of DAM providers partner with Amazon Web Services or Google to host their software and their clients’ assets. This means following those companies’ policies for geographical distribution, backups and security protocols. However, some players offer clients a variety of options for data hosting. This is useful for enterprises working with strict data governance regulations.
Integrations
Since a DAM is meant to be the central “single source of truth” repository for all of a brand’s assets, it must integrate well with the rest of your martech stack. Vendors differ greatly in terms of the number and types of integrations they offer. Some are beginning to specialize in serving a specific sector with unique integration needs, such as online retailers using product information management systems.
Explore DAM solutions from vendors like Acquia, Widen, Cloudinary, MediaValet and more in the full MarTech Intelligence Report on digital asset management platforms.
What are the benefits of using a digital asset management system?
Digital asset management systems can play a vital role in your marketing organization, unifying online and offline marketing channels and leading to more efficient marketing resource allocation.
The specific benefits of using a digital asset management platform include – but are not limited to – the following:
- Improved communication between in-house and freelance/contract workers.
- Improved distribution of assets to clients, partners or other outsiders.
- More efficient utilization of existing resources.
- Increased efficiency in the workflow for internal approvals.
- Speed the conversion of assets into different sizes, aspect ratios and file types.
- More efficient creation and distribution of assets to martech and adtech systems.
- Easier compliance with changing brand standards and licensing terms.
- Ease of presenting a more consistent brand face to the customer.
- Ability to quantify the usage of each individual digital asset, and therefore track ROI on the cost of creation and distribution.
Read next: Does your organization need a digital asset management platform?
The post What is digital asset management and how can it help you? appeared first on MarTech.
]]>The post 20 questions to ask digital asset management platform vendors during the demo appeared first on MarTech.
]]>Given all of that promise, marketers are certainly evaluating these technologies and one crucial part of that process is the demo.
Things to think about before your DAM demo
It’s important to set up demos as close to each other as possible to help make relevant comparisons. Also, make sure all potential internal users are on the demo call, and pay attention to the following:
- How easy is the platform to use?
- Does the vendor seem to understand our business and our marketing needs?
- Are they showing us our “must-have” features?
Explore DAM solutions from vendors like Acquia, Widen, Cloudinary, MediaValet and more in the full MarTech Intelligence Report on digital asset management platforms.
Questions to ask during your DAM vendor demo
The following 20 questions will help gauge if these platforms are right for your organizations.
File types
- What file types do you support, meaning users can view thumbnails and also convert those files into other formats as needed?
- What file types can be uploaded and downloaded, but aren’t officially supported?
Integrations
- Do you offer native, off-the-shelf integrations with third-party systems such as web content management, mobile apps, marketing automation platforms, etc.? If so, which ones?
- Are APIs available? Is access included in the pricing?
Infrastructure and onboarding
- What makes this platform technically unique from all the others?
- How difficult is the platform set up and implementation? How long will it take for us to be up and running on the system?
- How intuitive is the platform user interface? How easy is it for business users to customize the machine learning-based models or settings?
- What is your service reliability guarantee?
- Do you host the content yourself or who do you work with for hosting capabilities?
- How scalable is the platform? How much data can it handle in terms of file size and simultaneous interactions across a wide geographic area?
Pricing and support
- What is pricing based on? What features are included? Are there additional fees (consulting, add-on features, APIs, quotas)?
- What is the minimum contract length? Is there a short-term contract or an “out” clause if things don’t work out?
- Is a free trial or pilot program available?
- Can your platform be white-labeled for agencies or multi-location marketers?
- Who will be the day-to-day contact?
- Who pays if your system/team makes an error?
- What kind of customer support is available? Can I pick up the phone to report problems?
Strategy and product roadmap
- Do you have other clients in my vertical?
- How does the company handle requests for product modifications?
- What new features are you considering? What’s the long-term roadmap and launch dates?
Digital asset management platforms: A snapshot
What is it? Anyone who’s struggled to find a file on their computer or shared drive understands the pain of tracking down content. And when you consider the sheer amount of files you need to sort through when many versions are created to resonate with specific audiences, these tasks can feel overwhelming. Digital asset management platforms simplify these tasks by bringing all of your marketing content together.
Why are they important? Marketers are creating engaging content for more channels than ever before, which means the software used to manage these assets is gaining importance. What’s more, the communications between businesses and their customers are increasingly digital. Marketing content today is created in a wide variety of formats and distributed wherever consumers are digitally connected.
Why now? More than half of 1,000 consumers recently surveyed said they’re more likely to make a purchase if brand content is personalized, according to the Adobe Consumer Content Survey. Digital asset management platforms help marketers implement these personalization tactics. They also provide valuable insights into content interaction and the effectiveness of their assets.
Why we care. When those creating and using content aren’t near one another, having a central repository for assets is helpful. Finding the right content for your audience is made simpler when each version is organized in the same location. For these reasons and more, your marketing operations could benefit from adopting a digital asset management system.
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]]>The post Does your organization need a digital asset management platform? appeared first on MarTech.
]]>Here are some of the ways a DAM can aid an organization:
- Better communication between in-house and freelance/contract workers.
- Improved distribution of assets to clients, partners or other outsiders.
- More efficient utilization of existing resources.
- Increased efficiency in the workflow for internal approvals.
- Faster conversion of assets into different sizes, aspect ratios and file types for different marketing applications.
- Higher efficiency on the front end, in the creation of brand assets, and on the back end, in the distribution of those assets to various martech and adtech systems.
- Easier compliance with changing brand standards and licensing terms.
- Improved branding consistency to the customer with an eye toward loyalty and retention.
- Ability to quantify the usage of each individual digital asset, and therefore track ROI on the cost of creation and distribution.
While these are all highly desirable capabilities, your organization may not need all of them. Determining if a DAM is right for your organization requires assessing your current asset management system. Here’s a list of questions to help you and your team get started:
If you use martech that features lightweight DAM features — like content management software, a digital experience platform or a web content management system — you may not need additional functionality, depending on the sophistication and geographic scope of your marketing operations.
Companies with complex brand standards and legal approvals processes — those that operate in a highly-regulated industry like insurance, for example — will want to ensure the DAM can enable and provide documentation of the necessary signoffs.
Prioritize the available digital asset management features based on your most pressing business needs.
C-suite buy-in and appropriate staffing are crucial to the effectiveness of any digital asset management platform. Increasingly, martech platforms such as digital asset management are being managed by the CMO – and not the CTO or CIO. In either case, without the proper skilled human resources in place, the platform can end up becoming an expensive reservoir of untapped data with unfulfilled potential to increase revenue and improve customer experiences with your brand.
Different platform vendors provide different levels of customer service — from self-serve to full-serve — and strategic consulting services. It’s important to have an idea of where you fall on the spectrum before interviewing potential partners. Training is essential. If your organization chooses not to hire internal staff, then consider whether you need to use an add-on or third-party consulting services to effectively use the platform.
Many enterprises work with different partners for email, ecommerce, social media, paid search and display advertising. Investigate which systems the digital asset management vendor integrates with – whether natively or via API – and find out if they offer seamless reporting and/or execution capabilities with external vendors. If a connection can be made only through an API, ensure you have the internal or external resources to develop the necessary integration.
You want to know the specific holes in your current reporting that will be filled by additional functionality and, more importantly, you want to be sure that that extra information will drive better decisions and ultimately more revenue for your business.
Enterprise digital asset management platforms’ pricing can range from a few hundred dollars a year to nearly half a million a year. Examine your feature requirements closely, as modular pricing models mean vendors vary in their inclusion of some features as standard or add-on.
You should set your business goals for the digital asset management platform in advance to be able to benchmark success later on. Without them, justifying the expense of the platform or subsequent marketing campaigns to C-suite executives will be difficult.
Explore DAM solutions from vendors like Acquia, Widen, Cloudinary, MediaValet and more in the full MarTech Intelligence Report on digital asset management platforms.
Digital asset management platforms: A snapshot
What is it? Anyone who’s struggled to find a file on their computer or shared drive understands the pain of tracking down content. And when you consider the sheer amount of files you need to sort through when many versions are created to resonate with specific audiences, these tasks can feel overwhelming. Digital asset management platforms simplify these tasks by bringing all of your marketing content together.
Why are they important? Marketers are creating engaging content for more channels than ever before, which means the software used to manage these assets is gaining importance. What’s more, the communications between businesses and their customers are increasingly digital. Marketing content today is created in a wide variety of formats and distributed wherever consumers are digitally connected.
Why now? More than half of 1,000 consumers recently surveyed said they’re more likely to make a purchase if brand content is personalized, according to the Adobe Consumer Content Survey. Digital asset management platforms help marketers implement these personalization tactics. They also provide valuable insights into content interaction and the effectiveness of their assets.
Why we care. When those creating and using content aren’t near one another, having a central repository for assets is helpful. Finding the right content for your audience is made simpler when each version is organized in the same location. For these reasons and more, your marketing operations could benefit from adopting a digital asset management system.
The post Does your organization need a digital asset management platform? appeared first on MarTech.
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