happy beaver

We are an information-hungry people.

We crave being in the know. We long for things like exciting news, an amazing deal and the feeling of connectedness. In fact, these longings have even spawned their own acronym: FOMO, short for Fear of Missing Out. And marketers are catching on with increasingly creative ways to merge offline and online experiences.

For marketers, investments in DAM technology can help your brand navigate this new landscape. DAM can play a vital role in making your brand experiences consistent across online and offline environments.

Build DAMs and Bridges

Not only can DAM help you earn your customers’ allegiance, it can help your brand set new customer experience standards as well.

Here are five actions your company can take to help you maximize the role of DAM in helping your brand build and reinforce bridges between online and offline experiences:

1. Create a “Single Source of Truth”

Digital asset management systems catalog and store the brand assets such as photos, videos and layouts that lie at the center of every creative campaign. When you establish a single source of truth in your DAM system, there is no question if and when you’re using the right file and the latest approved version. That way, the same source assets used by your print team can also be used by your web, social media, agency and PR teams.

2. Take Advantage of Metadata Search

DAM gives you sophisticated search options based on metadata rather than having to hunt through complicated folder structures. That makes content creation teams more productive because instead of wasting time sending ad hoc messages to each other in search of the right image, permissioned staff can directly access content in the DAM at any time.

3. Pre-Approve the Brand Assets in Your DAM 

With the potential of big data analysis, marketing automation and social media to provide instant insights into how stores and products are performing, you don’t want your DAM system to be the bottleneck in delivering real-time solutions. To deliver relevant discounts and offers in visually engaging ways — without having to interrupt the workflows of your production artists and brand managers — it’s vital to have all of the brand assets in your DAM pre-approved and ready to go.

4. Standardize File Formats and Permissions

Digital asset management gives you full oversight and control over the many file formats and file sizes you are probably juggling. When many different variations and renditions of digital assets are needed for a single product or campaign, know what you have and create policies that govern who has what levels of permission to work with which files.

5. Track and Enforce DRM Licensing

Your DAM system drives your digital rights management (DRM) by giving your organization the tools to track DRM licensing data, set up restrictions and enforce them. Although the best defense for staying in compliance is educating and training your staff on licensing and liabilities, your DAM system adds a valuable layer of DRM protection.

DAM Helps Merge Channels

As our online and offline worlds continue to merge, marketers who are committed to bringing both worlds together with consistency and creativity are turning to DAM to help with the heavy lifting. Creating and maintaining a robust DAM system will let your company focus on what matters most — mastering the art and science of multi-channel marketing to better engage with your customers. 

Title image "Happy Beaver" (CC BY-SA 2.0) by Steve Hersey