Digital Asset Management platforms play a vital role in the marketing organization – unifying offline and online marketing channels to efficiently allocate marketing resources
Today, marketing teams are oversupplied with marketing collateral, images, blog copy, audio files, and videos. In fact, the surplus of materials produced these days has pushed up the need to adopt digital asset management platforms for enterprises.
Using digital asset management platforms has the following benefits:
- Improved distribution of assets – DAM platforms help clients, partners, or other outsiders to distribute assets properly. Some of the DAM vendors allow users to create “portals” customized for viewing and downloading by outside entities.
- Efficient workflow management with easy internal approvals – The DAM providers offer workflow or project management tools, ensuring transparent movement and smoother collaboration of assets through the approval processes for faster implementation.
- Improved communication between in-house and contract workers – Some of the DAM vendors, specially design interfaces for external creatives enabling collaboration to make changes in content real-time with required versioning. Content in the creation or the approval process remains accessible only to those involved at that particular stage, rather than being available to all for deployment before it’s completely ready. This ensures security and privacy at each stage of content creation.
- More efficient utilization of existing resources – Added metadata and search capabilities allow marketers to quickly find the right image or asset for a campaign, without wasting much time. This also saves the resources that are often spent recreating something similar for an already existing asset, because the user wasn’t aware of its existence or failed to find it.
- Ability to quantify the usage of digital assets – DAM platforms help to track ROI on the cost of creation and distribution. Adoption of such a platform enables the marketers to monitor the efficacy of marketing assets and their distribution, which, in turn, allows them to invest in the most cost-effective content creation and distribution methods.
- Speed up the conversion process – DAMs speed up the conversion process of assets into different sizes, aspect ratios, and file types based on the requirement of marketing applications. Many DAM systems allow for automatic or manual cropping with required editing within the system.
- Easier compliance with licensing terms and standards – DAM systems allow for an expiration date to be set on assets, to ensure that they are not used after the licensing term expires.
- Presenting a more consistent brand face – DAM platforms ensure consistency to the customer with an eye on retention and loyalty. DAM simplifies the process of enforcing the brand standard and distributing content so that every customer interaction reinforces the current brand values the marketers intend to convey. Thus, DAM maintains consistency among the assets designed for consumption at various places.
The concept of using a Digital Asset Management platform is still at its nascent stages, but the need to use it is quite evident. Marketers need to make well-though investments in their martech stack – and the DAM platform should be on the list to create effective branding strategies with well-allocated resources