Pruning shears may seem like a low-tech item, but a leading Swiss manufacturer has a high-tech way to stay ahead of competitors worldwide.

The case study of Felco illustrates how a digital asset management (DAM) system can help companies of almost any type to reduce current marketing costs, update marketing materials and put staff members to better use. The example was explored on Wednesday in a CMSWire webinar.

"The benefits to Felco are really reduced time to market in order to remain competitive, better utilization of resources, and repetitive work is reduced in favor of work of greater added value," said Marketing Asset Manager Catherine Schmid.  "We have less translation costs, and we have improved content quality. We are able to do much more for approximately the same cost as before."

Small World, Big Challenges

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The connection between global competition and the management of digital assets like videos, photos, brochures and advertisements was driven home by Kam Tang, product marketing manager in HP's Autonomy group, which sponsored the webcast.

He noted that a poor customer experience resulted in an estimated $41 billion in lost revenue in the US alone, as customers switched from one competitor to another, according to a survey by New Voice Media.

"DAM figures at the heart of that," said Tang. "As we're trying to give people more active visual experiences, having a central repository to act as a single source of truth across your systems as well as your organization is vital."

A properly integrated DAM system can make it easier to find digital assets when needed, adapt them to different communication channels and bypass the need for a librarian or taxonomists.

HP's MediaBin product, for example, extracts the key meaning of each piece of content and uses semantic search to locate specific assets as they're needed.

Engaging Customers

Those sorts of advantages make it easier for companies like Felco to engage with customers, employees, suppliers, partners, journalists, subsidiaries or anyone else, according to Bertrand Gillet, chief operating officer for TBSCG.

Most companies "have assets everywhere," said Gillet, and wherever they are, they are outdated as soon as the document is updated in another location.