If brand management had a tagline for 2016 it might be, “It’s not about saying it all — it’s about being unique.”
Information overload is the name of the game in digital marketing channels and brands are fighting to rise above the noise. The list of requirements to compete effectively is long and growing.
To make things more complicated, each channel has its own nuances. Brands need to be dynamic, consistent and authentic across all channels — but every channel has different criteria for success.
The bottom line is this: brand managers face increasingly complex challenges and very short reaction times. The good news is that digital asset management (DAM) can simplify workflows and bring sanity to this increasingly hectic and volatile marketing environment.
DAM can support marketers’ efforts to manage multiple channels in five ways:
1. DAM Keeps it Consistent
Consistent brand identity is critical for differentiating a brand from competitors. As organizations strive to build and maintain customer relationships, marketers need to ensure brand recognition across all marketing efforts to keep awareness levels up.
DAM makes it easy to identify up to date content, approved and in-line with a brand identity, to help streamline workflows and bring consistency across teams.
For example, using “roles and permissions” ensure that people will only see the content they are supposed to use. And by versioning documents, the DAM system creates a history of assets and changes. Also, to personalize the experience throughout the organization, many enterprise-ready DAM systems offer the option of a branded user interface, that is highly adaptable to the specific environment where content is shared.
2. DAM Keeps the Contact
Customers interact with brands through a variety of digital touchpoints. To reach these customers, you must be able to publish and deliver content across all platforms and devices — wherever, whenever and however the customer wants to interact. That’s why you need content readily available in the right formats, with the right specifications and the right size.
Digital asset management automates this process and also takes care of conversion when needed, customizing content to meet a company’s unique requirements. This makes keeping track of the systems and channels where a specific asset is used simple, with built-in and automatic updating capabilities providing additional time savings and value.
3. DAM Keeps Visuals Ready to Go
Customers digest visual messages easier and faster than large amounts of text, which is why marketing messages today need a mix of images, infographics, GIFS and videos. This visual content needs to be produced on the fly, often involving both internal and external parties.
DAM facilitates the sharing of an unlimited number of production files. Teams can collaborate and comment on the assets in real time, while working together, and track versions and changes immediately. Once the visuals are produced, metadata attribution helps to organize the content, ensuring it can be reused and found easily when needed.
4. DAM Keeps it Real
Reacting quickly is one hallmark of good marketing. This goes for content production, approval workflows and distribution.
Self-service portals in DAM enable marketers to upload raw assets, which allows creatives to find the content they need anytime. Automated workflows and distribution saves even more time, helping teams meet critical deadlines and react in real-time to future communication opportunities.
5. DAM Keeps Copyrights in Control
Using unlicensed or pirated content carries a high risk — and can cost companies a fortune. Don’t make the mistake of breaking copyright laws and licensing agreements in order to meet tight deadlines.
Most organizations lack the documentation, overview and processes they need to support legal digital rights management. DAM equips companies with the tools to document copyrights and licensing agreements by keeping a readily available overview of which assets can be used where, and helps establish processes that force employees to stick to the guidelines.
In a world of increasing digital complexity, DAM provides marketers with ways to eliminate chaos, streamline digital tasks, react in real-time and focus on what they do best — finding new ways to stand out from the crowd.
Title image by Masha Danilova