Call it the capitulation of marketers. They’ve surrendered to the idea that consumers have short attention spans and are visual creatures.
Bring on the video, artwork and other digital media assets. And bring on the need to manage, measure, share and make those assets easy to find.
Digital Asset Management (DAM) systems do this. They make it easier for marketers and their creative colleagues alike to focus on, well, being creative. It’s one message in the CMSWire webinar, What Is So DAM Important to Marketers.
The DAM Case
“Content has changed,” said Tracy Askam, vice president of rich media solutions at HP Software. “It’s very visual." Images and video, she added, can carry customers all the way from the first engagement and conversations to the end where they act as brand advocates.
DAM is incredibly valuable for visual and audio assets, and just as important in storytelling and recognizing the customer journey, she said.
Marketers probably know about the advantages of a DAM system. But do their executives? What if you had to pitch senior leadership on getting a new DAM?
Sell it by knowing DAM’s benefits.
DAM systems make marketers more productive.
They reduce time searching for assets. Marketers can quickly and easily find the right assets in the right format/rendition. Melissa Webster, vice president, content and digital media technologies, at Framingham, Mass.-based International Data Corporation (IDC), said finding the right assets, and right rendition can save 30 percent of a marketer’s time.
Marketers can also get access to collections of assets that are pre-packaged for campaigns. It’s consistent and complete, Webster said. They can benefit from others’ experiences. What worked? What didn’t? Find assets that played well in other instances, or geographies.
Askam said during the webinar it’s not just helping marketers’ production, but also others in the enterprise.
Better productivity means more money. Because DAMs help marketers with assets on hand, conversions increase and time to market improves. You can launch more campaigns in the same period of time, increase conversions and revenue. Deliver tailored brand portals to distribution partners with the the right products, packaging, campaign and merchandizing materials.
“Getting global launches out in an accelerated time is really key,” Webster said.
Revenue also improves via reduced costs, Webster and Askam said. It helps marketers optimize creative spend by eliminating reworks and duplicate efforts.
“It puts creatives to work instead of looking for assets,” Webster said. A good DAM also reduces the cost of provisioning assets to distribution partners via self-service.
Webster admitted that risk is a “challenging metric to use to identify ROI” for DAM. Risk investment is like justifying hurricane insurance, she said. But DAM systems can help reduce the risk of copyright infringement and other issues that arrive with creative licenses.
“Most organizations know what the costs are, and they appreciate the importance of reducing risk,” Webster said. “These lawsuits can be expensive. There is no need for a DAM by spreadsheet to keep track of licenses.”
Askam called DAM a “horizontal” issue for all industries, and not just marketers.
Having all your asset usage tracked can come in handy if legal issues arise. Manage rights and ensure license compliance, whether it’s stock photography, images/videos with paid models or high-end celebrity shoots.
DAMs can also act as a content supply chain for the extended enterprise, according to Webster.
DAMs can help with:
- Collaboration across internal/external teams
- Support for marketing, sales, channel management
- Support for manufacturing, production and distribution
This article is a recap of a webinar sponsored by IDC and HP.