By: Martyn Cook on October 14th, 2020
Digital Asset Management: What Does My Team Actually Need?
Digital asset management (DAM) has revolutionized the way organizations store and manage their content. By providing teams and organizations control, flexibility, easy distribution, access, and reporting of your digital assets, it enables you to deliver the right content to the right people at the right times. DAM offers the ability to track and measure your assets’ performance and engagement between staff, clients, partners, and suppliers wherever in the world they may be.
If you are currently evaluating implementing a new DAM or upgrading your current solution, there are a few key factors that need to be addressed. This article will discuss the most important issues for your organization to consider in order to make the most of your DAM system.
The benefits of Digital Asset Management software?
DAM software provides a common, secure, and centralized place for storing, organizing, and retrieving your files. However, it’s much more than a repository: it also includes specific features for the management, transformation, enrichment, security, distribution, and processing of your multimedia files and their metadata.
If you’re a company that handles many thousands or millions of assets, you understand how valuable it is to find exactly the content you need with just a few keystrokes and clicks. DAM software can help you organize your content in a variety of ways and work within controlled vocabulary, so that everyone in your organization is working with a common set of search criteria. Without this enterprise-wide standard, different terminology may creep into your DAM system across different regions—or even within the same office.
Perhaps most importantly, DAM software can integrate with your existing tools and systems. For example, if you import digital assets from software such as Adobe Creative Cloud, you can easily keep metadata between platforms.
When is it time to make the move to a DAM?
The first step in your DAM migration is knowing when it may be time to consider DAM software. Identify the gaps and pain points in your existing processes when managing digital assets.
For example, your employees may be spending an inordinately high amount of time tracking down assets, wasting effort that could be used on more valuable strategic activities. In the long term, this could result in lost revenue and hinder the growth of your organization.
Businesses without a dedicated DAM solution will also struggle to control their brand and content. This can often directly affect content rights issues, such as using an asset in a manner that it’s not authorized for. This can result in huge financial penalties and damage your brand in the eyes of customers and partners.
Choosing the right solution to fit your needs
Once you’ve verified the need for a DAM tool, assemble your core team for the project. Figure out who the key stakeholders are: executives, managers, employees, power users, etc.
Include I.T. in the process
Note that many companies leave the IT department out of the decision-making process when it comes to choosing a DAM tool. Because employees in sales and marketing are likely to be the principal users of DAM software, they often have the most influence in this process. However, IT plays a significant role, so be sure to include them when selecting your DAM implentation partner and solution.
Have a clear understanding of metadata
In addition, you should incorporate feedback from someone who understands the process of generating metadata for your assets. For example, some companies get metadata by having the photographer tag the original images, while others ingest metadata from external systems such as product information management (PIM) system. You can also utilize AI technology from cloud providers such as Amazon and Google that can scan your images and provide high-level tags about their contents.
Identify business requirements
The next step is to come up with the key requirements for the project. Think about the kind of assets that you plan to keep in the DAM system, as well as how it will integrate with your existing tech stack and the data flow between them.
Finding the right solution
You can now begin your search for the right DAM Implementation partner. Make use of all content provided and keeping a keen eye for case studies and customer testimonials, looking for companies that have experience with your industry and situation. However, remember that what works for you may not work for someone else (and vice versa). Ultimately, you want to find someone who will act as a full strategic partner for your business, not simply a vendor who provides little more than installation and technical support.
If you need assistance throughout the project (and many companies do), consider joining forces with a DAM specialist. The right partner can help you determine the gaps in your workflow, which assets you need in your DAM system, and which tools may be the best for you.
Although finding the best DAM software can be a long and tricky process, working with outside experts in the field, can result in advantages that are well worth the cost. You’ll gain benefits such as improved collaboration on projects, avoiding duplication or recreation of assets, and regaining untold hours of your teams valuable time and effort.
For the best results when choosing a DAM solution, we recommend that you work with a DAM specialist like IO Integration, who fully understands the marketing technology landscape and can advise you along the way. If you are interested in learning more about how to improve your digital asset management, click here to read our guide: Future-Proofing Your Digital Asset Management and Creative Production.
About Martyn Cook
Martyn Cook, Client Solutions Director, IO Integration is an influential strategist with the demonstrated ability to communicate, present, and influence credibly and effectively at all levels of a customer’s organization from C-Level to end user. Providing a consultative and analytical sales approach I am able to advise on industry trends, opportunities and challenges impacting customers whilst offering a solution.