Digital asset management (DAM) is a powerful tool for businesses looking to enhance their campaigns, unify marketing asset management and drive more efficient marketing resource allocation. DAM provides marketers with a centralised hub for all of their digital media assets - images, PDFs, audio, video and even virtual reality or other cutting-edge formats. It stores and organizes these assets, adding metadata which provides information on things like rights and legal compliance, and making it easier to create and repurpose content according to different media and formats.
The use of DAM systems has increased as consumer expectations have risen, with nearly three quarters of customers expecting companies to understand their individual wants and needs. The ever-expanding number of channels and devices consumers are using has also contributed to the popularity of DAMs, as they allow for easier content creation and distribution.
The capabilities of digital asset management platforms are vast, with features including workflow management, file formats and handling, asset conversion, editing and customization, distribution and user permissions management, search and metadata, digital rights and corporate governance management, reports and analytics, data storage and security and integrations.
Using a DAM system provides businesses with a range of advantages, from improved communication and collaboration between in-house and freelance/contract workers, to increased efficiency in the workflow for internal approvals and the ability to quantify the usage of each individual digital asset. With so many features and benefits, businesses of all sizes are increasingly turning to DAM solutions to enhance their campaigns.
Originally reported by Martech: https://martech.org/what-is-digital-asset-management-and-why-do-marketing-technology-stacks-need-these-tools/
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