Another quarter is coming up, promotions are changing, new campaigns are developed and new designs are proposed, new art work is being created. Marketers, designers, creative directors – everyone is working day and night to deliver what is expected from them.
It all starts with the commercial strategy, gets translated into a creative brief at some point, goes through the design phase, to production, hopefully reaching at some point the most practical part of it: implementation. In a multi-channel world of our time this means so many things, the pool of creation seems to have zero limits. From a simple furniture poster, product packshots, through banners and videos, templates, presentations, to (e.g.) interactive floors.
We need to keep in mind that all this, before being printed, mounted and applied comes in a digitalized form first. In other words, an “art work” is turned into a “digital asset”. The term “digital asset” in this case seems to be kind of a taxonomy difference between the marketing and technical perceptions. From the marketing perspective being a carrier of a brand value and from the IT perspective having a numerical value consuming space and infrastructure.
Eventually, both perspectives have to meet each other at some point and preferably make sure they collaborate in a productive manner. One might ask: why? Answer is in the step that happens right before the implementation: sharing and distributing across all the business units involved in landing any marketing related activity, ensuring a consistent, timely and seamless execution.
We all faced this challenge: use FTP, shared folder, send via email, notify people, make sure they use the right file, they don’t modify it, something’s not working, someone can’t access the folder and so on and on. Main point is that a reliable repository is missing. This headache applies to many businesses across multiple industries. There is a potential cure though: it is called digital assets management software (DAM) and it has been on the market since nearly three decades, but its recognition and adaptation among marketers started speeding up only in the recent years and is the result of the digital transformation everyone around is experiencing.
Benefits and challenges.
In a nutshell, all of the digital assets management solutions have some common basic promise package, including:
- Capturing new art assets created.
- Simplicity of use, intuitive and attractive interface, gate keeper (for quality assurance).
- Organizing and storing the assets, using dedicated taxonomy and metadata, search engines.
- Easy access: enabling sharing and distribution in a fast and efficient way.
- Integration capabilities with any element of the multi-channel reality.
- Existing workflows support.
- Reporting on the assets usage.
The above benefits summarize in the end to delivering better customer experience, having a positive impact on the consistency and power of the brand.
The word “asset” implies a book money value by itself, DAM solutions help to take better care of the investment and make a better long-term use of any cent spend on marketing production. Thinking further down the line: properly constructed and used digital assets management can find the right place in the marketing technology ecosystem and is a solid building block for multi-channel, multi-device communication and future marketing automation purposes.
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