How Digital Asset Management Maximizes Content Value

So, Digital Asset Management today is becoming more and more important in organizations. And the reason for that is if you look at what’s happening out there in the market and what people are doing, the development and the volume of content that most organizations are delivering is growing exponentially. Globally it’s said to be doubling every two years. So, what that means is if I have to develop lots and lots of content and my budget doesn’t go up, my resources don’t go up, I’ve got to do it all with the same and I’ve got all the different channels coming in. You know, average people tend to work across 23 different channels, I now have to take the content I develop and get maximum value out of that particular content.So, how do I manage it so that it’s relevant for all different channels that I might work in? How do I make sure that actually as a lifecycle content through different campaigns and through different activities we want to do, we don’t lose stuff, we don’t have to go back and get stuff re-shot or rebuy stock imagery or whatever it is? Actually, we’ve got an asset repository, a Digital Asset Management system where we can go and quickly find the assets and the information we need. And we can life cycle it in there so we get the biggest bang for our buck with each asset as it’s developed.

What a DAM System Can Do for Your Organization

So, a Digital Asset Management system, what it really does for an organization is allow anyone within that organization, be it within marketing or be it within other areas of the business, to come in and very very quickly find the information in the assets and the information they need. Whether that’s just to send to someone, whether to be used on a website or any e-commerce platform, what customers want is consistency. They want brand consistency. They want to be able to easily recognize something they see in store as a same thing they saw on the website, the same thing that they saw on the advert. Traditionally that’s quite difficult for marketers to keep-up with different renditions, different versions needed for all these different channels and things like that. So, having a DAM that can do things like automatically rendition stuff between different channels so they’re very very simple, very useable, is really key. Being able to take that content that a lot of money has been spent to develop, and maximize value of that content, lifecycle that content and then, when that content is no longer relevant and needs to be pulled, being able to  simply and easily see where it’s been used, where it’s still live, where we need to pull that away from, you put marketers in control. You put them in control of the assets they’ve spent so much time, effort and money developing and they can see you know what’s been used, what’s been effective and they can manage and control that and that for me is what DAM is all about. How do we drive the most value out of the content we develop and DAM enables that. So strong DAM really does give organizations that ability

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Credits to: Which-50 Media and  Jon Williams, Aprimo Senior Vice President International