Digital Asset Management: A 3-step guide

Digital Asset Management (DAM) is one of those “behind the scenes” solutions which form a firm foundation to modern digital strategies.

There are multiple definitions, but at the heart is a commitment to organise, store and give access to digital assets. These include rich media (videos, music, and animation). Underpinning DAM is a structure that manages digital rights and permissions.

Previously a solution commonly used among media companies, DAM has become a vital tool in the race to serve up content that converts customers. Here we take a look at 3 of the biggest reasons to incorporate DAM right now.

  • Content shock

UK content marketing spend is predicted to more than double by 2020.

This explosion in content is asking new questions of creators, publishers and distributors. In fact, content marketing has grown so much that many feel we’re now firmly in the age of ‘content shock’. This phrase, first coined in this 2014 article, highlights how there’s only so much content humans can absorb.

Marketers have no choice but to get more strategic with how they manage and promote their digital assets. Compounding the content shock has been the transformation in technology. Fibre optic cables, content delivery networks, mobile devices, cloud… all provide new avenues for pushing out digital assets.

  • Multi-channel marketing

You might be creating eye-catching infographics, writing thought-leading articles, and producing memorable video content.

However, it counts for little unless you have a way of delivering the content in the right context, and at the right time for your audience.

This approach requires a strategic way of managing your assets. The most common way is of course with a CRM. Customer experience has been transformed, because of innovations like the ability to send out emails based on a prospect’s behaviour. For example, if they’ve downloaded an asset relating to cloud computing then the prospect may benefit from a related asset.

The advantage of DAM is that these assets can be held centrally. So a global company can centralise their assets, and make them available for each region as and when they’re needed. This reduces time and money spent on recreating the same asset. It also ensures consistency in terms of the content, style and tone of voice.

  • Control

Naturally, access and distribution are essential elements. However, choosing the right DAM strategy also depends on ensuring the correct control levels. And that requires a proven DAM framework.

This can incorporate taxonomy (deciding whether to sort information by hierarchy or category), company policies (sharing content across international borders may require regional licencing), and governance (how to store digital assets in a way that satisfies regulatory requirements).

This is particularly relevant as the global economy becomes increasingly connected (6.4 billion connected “things” in 2016, according to Gartner). Then there’s the “always-on” culture of flexible working and enterprise mobility, particularly among millennials. As employees increasingly adopt “anytime anywhere” working, on laptop, tablet and smartphone, the right DAM solution becomes a necessity, rather than a “good to have”.

The DAM perspective

Finally, it’s important to note that DAM isn’t just a solution.

It’s an ongoing commitment to deliver better content to audiences, in a way that helps companies build customer relationships. A tool for managing assets centrally, to improve efficiencies and the ROI from asset creation. And, perhaps most importantly, in a way that is tailored to individual organisations.