By: Damian Diaz on January 16th, 2018
RULES ARE IMPORTANT WHEN IT COMES TO YOUR DIGITAL ASSETS
A former web editor at Harper’s magazine once said, “Every pixel has an owner.” While that’s a valid statement, it’s merely the jumping-off point for a much more significant conversation.
In digital marketing, every brand, asset, and juicy content slice is not only owned, but can also be delivered via multiple platforms, localized, re-purposed, and shared. You can get a lot of mileage out of a single asset—but the value (and your brand), now diminished if that asset is incorrectly used.
Most importantly when it comes to partner relationships, governance is a crucial element and extremely purposeful. It helps you make sure that your hard work and intellectual property is being shared correctly, and always utilized and represented according to your wishes.
Then there are royalties. As revenue streams flow into your bottom line, logistics around royalties can’t be left to chance. Staying on top of the rights you have negotiated (or contracted to use), how assets are utilized, and when those rights expire can be a full-time job—especially, when executed manually.
Think about this within your organization. Don’t you have policies, roles, responsibilities, and processes in place around how your digital assets are managed? Well, take our word for it when we say that things can get pretty bad, pretty fast, we're not joking. It’s right about that time; you might be thinking, “We could use some DAM governance!”
In fact, having a digital asset management system and a governance framework in place protects your business value, and just makes good business sense. It gives you the following:
- Consistent branding, everywhere, all the time—without worries about rogue, off-strategy content
- Faster time-to-market, being able to update content quickly, without the fear that you’re not using the most recent version of assets
- More efficient branding, with no duplication of assets, and proper metadata in place
- Standardized methods to get the most out of your taxonomy
- Reduction in unnecessary custom metadata
- Defined policies for allowable digital asset usage
- A single point of truth for your business-critical data
- Proven standardized processes that are strategic, and system-driven
Moreover, a DAM (Digital Asset Management) solution, does a lot more than just automate storage and the sharing of assets. Don’t sell the process short. DAM plays a relevant role in securing your business value. And it gives you the peace of mind that lets you sleep much more soundly at night. When you know that your customers are always receiving a consistent, relationship-building experience, they successfully interact with your brand.In a previous blog post; Five Tips for Getting The Most Out Of Your Marketing Solutions, which we also encourage you to read, you'll get more knowledgeable about DAM and IO Integration's partnerships and solutions.
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About Damian Diaz
Damian Diaz has been in the Marketing & Creative Operations Technology space since 1999. With experience in marketing, sales, and the tech side of the business, I have watched the industry evolve from its infancy in print centric technologies to the enterprise marketing solutions we see today. As a Director of Global Marketing, it is my goal to deliver relevant content, events, and experiences to inform, educate, and entice those interested in marketing and creative operations technology solutions.