Customers’ expectations are rising and marketers are working to meet those expectations with personalised content at a growing number of touchpoints. To maintain a compliant, on-brand experience, more marketers are adopting or upgrading digital asset management systems (DAM). DAMs provide better communication between in-house and freelance/contract workers, improved distribution of assets to clients, partners or other outsiders, more efficient utilisation of existing resources, increased efficiency for internal approvals, faster conversion of assets into different sizes, aspect ratios and files types, brand consistency to the customer, and the ability to quantify the usage of each digital asset. Whether a DAM is right for an organisation depends on their current asset management system, processes, capabilities, users, training, integration with martech systems, reporting needs and total cost of ownership.
Questions to help organisations decide if a DAM is right for them include: how do they currently manage incoming and outgoing digital assets in their marketing systems; what processes do they follow internally to vet assets and prepare them for distribution; what digital asset management capabilities do they need; who will use the platform; how much training do they need; can they integrate a DAM with existing martech systems; what are their reporting needs; and what is the total cost of ownership. They should also define success, with key performance indicators (KPIs) to measure and decisions to be made based on DAM data.
DAM solutions are available from vendors such as Acquia, Widen, Cloudinary, MediaValet and more. When considering a DAM, marketers should bear in mind the increasing importance of delivering personalised content, the need for brand consistency, the ability to track ROI on the cost of creation and distribution, the need for appropriate staffing, the importance of training, integration with martech systems and reporting needs, and the total cost of ownership.
Originally reported by Martech: https://martech.org/does-your-organization-need-a-digital-asset-management-platform/
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