With digital media options exploding, managing creative content on shared drives and consumer file-sync software is no longer robust enough to handle time sensitive creative content creation, sharing, approvals and tracking.
That’s why Digital Asset Management (DAM) platforms are essential for modern marketing departments. But DAM software isn’t just about storing and cataloging marketing content with metadata in a centralized place. Rather, DAM’s have far reaching capabilities to save your marketing team time and money throughout the production and distribution processes.
The team at IntelligenceBank DAM (based here in San Diego) have shed some light on the future of DAM and some of the ingenious ways DAM software takes the pain out of some of the more tedious marketing tasks.
Your DAM Shouldn’t Be an Island
Successful content marketing relies on the ability to repurpose creative across different media channels and internal platforms. Therefore, DAM’s have to integrate across many systems and should be thought of as a key component of your marketing stack. So ensuring your DAM has a robust API and connectors to CMS solutions and social media is critical.
When artwork slips out the door without legal or brand approvals, the result is never good. With your DAM, you can use workflow approvals to traffic artwork through your approval processes. That way, you have a tangible audit trail on who signed off and when.
It’s All About the Process
To extract maximum value out of your DAM, it needs to be a part of your marketing processes. For instance, DAM’s need to be able to be used for briefing in creative work, tracking jobs, approving artwork and enabling end users to tailor creative for local marketing. When your DAM has Web-to-Print capabilities, local dealers or retailers can alter specified components of creative, which saves everyone time and lowers local design fees.
Data & Reporting
As more integrations become available, reports relating to the usage & performance of assets can be generated, contributing to the visibility of overall impact and cost measurements. In turn, asset measurement will begin to become more relevant to more departments within the company. As companies become more customer-centric, the assets being used to communicate to them become the absolute foundation of an organization’s business plan. Usage details such as who has download files and how the files have been used are critical for brand compliance. Also important are customizable reports on asset review date and talent usage rights.
Usability and ensuring DAM software provides people with a ‘seamless experience’ is becoming more important than ever. As one marketing director mentioned at a recent DAM conference held in New York earlier this year, “I’d rather it look great and have some bugs than work great and look crappy”. As more data and information is collected in the backend, the more streamlined and user-friendly the front end needs to become. Tasks will become less menu driven, more visual and advanced machine learning will start to predict what actions the user will want to take next.
Beyond Digital Assets
DAMs will begin to eliminate traditional KM systems, training systems and employee information repositories. They will become less of an individual visual asset manager but more of a complete information portal for all types of uses within an organization. For example, many of IntelligenceBank’s clients use their DAM for sales materials, training, contracts and our custom databases tied to the DAM functionality enable clients to manage product details in tandem with the DAM.
To learn more about how Digital Asset Management platforms can supercharge your marketing department and read case studies on how leading brands manage their creative content, check out the IntelligenceBank DAM blog.