Evolution of Digital Asset Management: Connecting Teams
As Digital Asset Management (DAM) evolved to provide organizations more efficient processes in the creation, organization and delivery of content, it gradually transformed into a productivity tool that could be leveraged by various teams in an organization. While traditionally used by marketing teams, today’s enterprise DAM systems are designed to empower numerous departments, from marketing and sales to digital teams. In the third and final article of our article series on the “Evolution of DAM”, we’ll look at how enterprise DAM brings together different dam teams and stakeholders to break down functional silos, boost marketing efficiency and ultimately drive top-line growth.
In the first and second articles of our article series “The Evolution of Digital Asset Management” we explored how DAM systems have evolved over time to become a centerpiece of the MarTech stack, expanding both in scope and functionality. But as DAM systems started to address more business use cases and incorporate new technologies, they started to benefit much more than just marketing teams. Enterprise DAM platforms are no longer just about managing content, but creating compelling content, protecting brand integrity and delivering exceptional customer experiences. So what are the main departments that count on Digital Asset Management systems to carry out their daily activities and streamline their operations?
The Various Teams That Use DAM
DAM for Marketing Teams
In the beginning, a DAM system was simply a place where marketers could store and find marketing assets. While this is still a use case for marketers, today’s marketing teams use this technology in much more depth and in many more ways. Marketing teams are responsible for promoting products and services and engaging customers with your brand. To do so, they need to oversee and ensure that marketing activities, from content production to content distribution, are always streamlined. By centralizing your digital assets and processes in one place, a DAM allows marketing teams to carry out their daily marketing activities, from finding the right marketing assets for multichannel marketing campaigns, to making sure marketing content is brought to market on time, that it is optimized for every user and touchpoint, and that it is proving ROI. From content managers to social media managers and digital campaign managers, marketing teams rely profoundly on DAM to continuously enrich and optimize customer journeys.
DAM for Production and Creative Teams
Before getting content to market and delivering it to your current or potential customers, it first needs to be created and validated. But designing marketing content can be a lengthy back-and-forth process, involving multiple exchanges, and several revisions of content. As DAM platforms started to incorporate upstream capabilities such as creative project management features, creative teams became key users of this solution. Modern DAM systems make content production much more efficient by providing them with agile workflows to collaborate on content. Tasks can be assigned to specific users, collections can be securely shared with internal or external agencies, comments can be exchanged, and content must always reach final approval. In addition to providing simplified workflows, some modern DAM systems make the lives of creative teams and graphic designers even easier by allowing them to access and work on assets from the DAM within their every day tools like Photoshop or InDesign.
DAM for Corporate Communication and Branding Teams
Marketing teams work alongside corporate communications and brand management teams to ensure content is consistent and on-brand. Many brand management teams turn to DAM solutions to carry out this responsibility. Sure, DAM systems can centralize your brand assets, like brand guidelines and logos, making sure everyone knows how to properly use your brand assets, but they can do so much more. With digital rights management integrated into DAM, granular roles and permissions can be assigned to each user, making sure content always falls into the right hands. In addition, content segmentation in a DAM platform goes beyond simply organizing assets by format or keyword. Usage rights allow users to know which channels content can and can’t be published on. Finally, every asset comes with licensing rights information to ensure respect of intellectual property. Copyright infringement can have expensive consequences for your brand, and a DAM system allows you to avoid it at all costs. What’s more, it can even help you take back control of your media: image search and tracking functionalities allow you to find where your owned assets are being used on external websites.
DAM for Sales Teams
Marketing content needs to be distributed to a number of audiences, sometimes spread across the world. Global brands with distributed teams and physical sales channels must therefore tailor content to the local market and regulations. By incorporating distributed marketing functionalities, DAM systems started to serve the needs of sales channels. Brand templates allow channel partners to create on-brand localized marketing content efficiently. Flyers, POS materials, digital banners can be personalized to the target market, local language and local currency in a short amount of time. Brand templates give local partners, from dealer networks of global automotive companies to the physical stores of retailers, the workflows to autonomously adapt, translate and deploy marketing materials for online and offline touchpoints while ensuring a consistent messaging and brand experience.
DAM for Digital and eCommerce Teams
Today’s online customers have high expectations when it comes to the content they see along their buyer journey. Offering the best digital experience is key to driving business and has therefore become a top priority of brands. Digital leaders are responsible for ensuring that customers receive engaging, consistent and personalized customer experiences on their websites, eCommerce store, social media channels, or even online marketplaces. DAM platforms with downstream capabilities, such as Digital eXperience Management functionalities, have become critical in helping them do so. It allows digital and eCommerce teams to deliver powerful product and content experiences by dynamically optimizing and contextualizing visual assets. They no longer need to rely on developers to manually code the correct variation for every device or browser, or spend time trying to organize all relevant product information like photos and videos. DAM gives them the tools and means of achieving personalization at scale, create meaningful omnichannel connections and gather insights on how customers interact with their content in order to improve its customer experiences and maximize the sale.
By natively combining upstream and downstream workflows, enterprise DAM platforms have become an indispensable solution used by global and local marketing teams, creatives, brand managers, digital teams and many more. What once was regarded as a standalone media library to store assets is now a fully integrated platform to scale operations across your organization, from simplifying the production process and homogenizing your brand marketing, to building powerful and impactful customer experiences online and offline. A DAM is often said to be at the core of a company’s MarTech stack, but it’s not just aggregating the tools and applications of your organization, but really the people in charge of using them.