What Every Marketer Must Know About Digital Asset Management

This year, marketers are targeting a variety of channels to interact with their customers, delivering rich media content on everything from massive billboards, to mobile devices, and even smart watches.

This year, marketers are targeting a variety of channels to interact with their customers, delivering rich media content on everything from massive billboards, to mobile devices, and even smart watches.

With thousands of terabytes of digital ad content being created and stored on file servers in the form of video advertisements, digital signage, printed brochures and, believe it or not, memes, marketers are literally ‘keeping it together’ by employing digital asset management (DAM) systems.

Here are five basic reasons for why you should do so as well.

DAM for Ideation

With all your digital assets in one place, why would you ever need to look elsewhere for inspiration?

Digital Asset Management ensures organization and indexing of all your rich media content, email blasts, and other digital data in one convenient location, aggregating files across multiple file servers.

User-friendly interfaces and intuitive features make it easier than ever to access and leverage previous successful campaigns, which enable you to maintain brand-standards and build upon previous content. With efficient review and approval cycles for new and updated content and subsequently, immediate distribution, DAM enables you to create and share with optimum efficiency.

All Data in One Place

Perhaps one of the most important uses of a digital asset management system is its versatile indexing ability.

Forget blocked email servers due to large file size, or continuously printing concepts for internal distribution during a creation process. DAM systems provide the user with the ability to manipulate the stored data to suit their needs. While all the files may not be stored in one place, you can search, access and distribute them from any single location. These software tools can do a lot more than just cache your digital assets.

Easy to Re-do

As a creative director, have you ever had to call in the author of a particular video that needed to be edited? Or had to wrestle with your keyboard to find last year’s Christmas print ads because you couldn’t remember the file type?

DAM systems provide a search engine-like experience using metadata that gives intimate details about a variety of files like date of creation, file-type, color-depth, image resolution, and many other details, including parameters you define yourself. DAM systems that are integrated with project management systems, have the ability to automatically add other metadata like customer data, and project-related data as well. Workgroups DaVinci in particular aggregates all metadata in one place.

This means all your files in are in one, easy-to-search storage system that can be accessed with a few clicks. Going further, many popular systems allow you to perform redesign tasks such as basic editing with file version control, converting files, and commenting for feedback.

Saves Time

Project approval workflows are now started with a simple click of a button, when working through a digital asset management platform that is integrated with an online proofing solution.

The system allows controlled access to the data and enables managers to monitor work-in-progress and also provide detailed feedback to designers like subtle color changes, text edits, or even to suggest a completely new concept.

Creators and reviewers also benefit from reduced feedback time, the ability to work from anywhere on any device, as well as easy access to a treasure trove of digital content.

Controlled Access

Leakages of high-priority, high-quality digital assets is a nightmare for both marketers and creators. While keeping your treasure trove of data limited to your organization, DAM systems also work to reduce leakage by providing digital rights management.

Setting user privileges and release dates on content enables organizations to limit asset leakage.

Advanced DAM systems provide both asset and user-level privileges, and can also support event and time-based controls that can drastically change security settings as project or user parameters change over the life of an asset or a collection of assets.

In A Nutshell...

Like any other investment, Digital Asset Management systems have costs for storage servers, training staff and IT support. However, with the clear-cut benefits of massive cost-reduction through higher efficiency, and first-rate quality assurance, you can surely afford to adopt to the changing times.

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