Asset Management

Marketers are increasingly reliant on digital content formats for campaign success. However, with time, content repositories can grow, become highly complex, and lead to difficulties during access and approval. This makes digital asset management (DAM) a must-have for modern marketers.

Digital asset management simplifies the organization, storage, and retrieval of digital content assets. These can be standard documents/templates or rich media assets including images, infographics, music, videos, podcasts, and other forms of multi-media content.

According to most DAM systems, an archive is created where digital assets can be stored and searched for, without any delays. Each record on the digital asset management system is tagged with critical metadata such as file name, format, content details, and intended usage. In many cases, digital asset management also supports time stamps and user logs to maintain transparency around content access. For an in-depth discussion on the topic, click here.

Why Marketers Need Digital Asset Management

Traditionally, asset management was owned by IT, who would provide shared services to multiple functions across the organization. But given rising content volumes and complex workflows for editing/approvals/publication/activation of marketing assets, a dedicated DAM platform for marketing could be a good idea. Benefits include simpler integration with other marketing processes (e.g., direct publication to social media from the digital asset management system), as well as time, space, and effort savings. For more details read: Why Does MarTech Need Digital Asset Management?

How to Go about Digital Asset Management

Every large organization will have some form of digital asset management system in place, whether it is a home-grown solution or a store-bought platform. Ready-to-use asset management platforms can save marketers precious time when trying to retrieve a specific asset from a massive library.

Scroll down for the top ten digital asset management features, possible drawbacks of implementing DAM, and all you need to know before adopting your own asset management solution in the form of the latest news, articles, interviews and resources on digital asset management.