17 Feb Why should you use an Enterprise DAM? 7 High-Value DAM Use Cases
Let’s take a closer look at some of the top enterprise DAM use cases. The customer lifecycle and purchase path are increasingly content and media driven. When you are faced with use cases such as producing, managing and delivering large volumes of diverse content – in particular in large organizations or when managing multiple brands and multiple markets – an enterprise DAM is your natural ally. However, a successful enterprise DAM offers you much more than just a simple repository for storing and accessing digital files. It serves multiple constituents from branding and marketing through to the extended sales organization, digital operations and extended members of your marketing organization and affiliates.
1. Streamline the content and media lifecycle, one of the foundational DAM use cases
Content proliferation is a fact of marketing life. 86% of brand marketers continue to invest in content development according to Forrester. In order to keep up with the demands of content production, management and distribution, an enterprise DAM is essential to ensure predictability, productivity and to achieve cost savings. One of the foundational DAM use cases is brand management. This means the ability to streamline all the processes related to ideation, production, management, control and delivery of the diverse content that embodies your brand. A DAM can also be used as a brand center for centralizing and sharing all elements concerning your brand’s identity: logos, fonts, guidelines, etc. This ensures that your marketing teams can easily develop and manage their brand. Having a central hub for all assets not only means that it is easier to reuse and repurpose content but that your teams save time searching for assets. Substantial cost savings can be achieved by avoiding recreating or recommissioning assets that were unfindable or presumed out of date. Furthermore, you can put into place customized editing and approval workflows to support faster, more efficient creation of assets and take them to market faster.
2. Supporting your sales channels
Supporting your sales organization isn’t always straightforward. Extended organizations typically need to segment and distribute content by geography, brand, business unit and channels.
For this reason, you need digital asset management processes that fit around your organizational structure and that are efficient and dependable.
You need to arm your sales channels with the right assets to achieve their goals and to ensure they never use off-brand or non-compliant content locally.
A DAM gives users across your extended organization self-service access to locate the assets they need. User permissions give marketing and communication teams control of what you share and with whom. End users are sure to be accessing only the most relevant and up-to-date material. You can more easily involve downstream users in feedback and approval processes.
3. Enable your sales channels to take local initiatives
Supporting your sales organization is also about enabling them to adapt content and sales material to the constraints of their local market. These can be for legal, linguistic or structural market differences.
You need to improve the agility of local teams and arm them with the right assets to achieve their goals while ensuring they don’t create off-brand content.
An enterprise DAM with distributed marketing capabilities provides your local sales and marketing teams as well as your affiliates, distributors and partners with customizable campaign kits and media collections that span that whole range of media — from digital to the point of sale.
With template-based customization, you can enable easy and timely local production while ensuring that everything is on-brand and legal compliance is never an issue.
4. Deliver the best customer experience at scale
Competing on customer experience is of increasing importance. According to Gartner, customer experience is one of the top 3 areas of marketing investment.
Content and media is a key component of the customer experience. You are under pressure to produce more relevant and personalized content and media – but you’re running short on budget and time!
DAM technology has evolved to provide processes and automation to directly address these use cases.
With a DAM offering strong Digital eXperience Management capabilities, you can deliver consistent, relevant and contextually personalized content and media across all touchpoints. Furthermore, you are able to provide customer-facing systems, such as high-volume transactional web sites and apps, with personalized content and media variations in real-time.
Brands can support omnichannel and personalized customer experiences at scale without extra effort!
5. Ensure brand consistency and legal compliance
Ensuring regulatory compliance is particularly a challenge for companies in regulated sectors such as financial services, chemicals, life sciences, pharmaceuticals and healthcare. The threat of legal action is never far away.
Brands face external regulatory compliance, third-party licensing compliance, not to mention intrinsic brand consistency issues that constrain marketing and communication functions.
Keeping on top of third-party rights management can also be tricky. Confusion often reigns around the tracking of licensed photos, images, or other assets. Furthermore, license rights and regulations can vary regionally and may even be limited in time. For example, in the case of video, multiple licenses (people, music, artwork…) are often required and each come with different conditions, geographical and time limitations.
Guareeting brand consistency is also critical. For example, marketing messages must be presented consistently across groups, organizations, verticals, and target markets.
With a DAM you can stay in full control of compliance. Marketing teams can enforce your rules, control how content and media is used and continuously track compliance with regulatory obligations:
- Involve legal, risk and compliance managers in the content validation process. A DAM gives you access to the full audit trail with review and markup features.
- Enforce communication embargoes and segment assets and content by localization, language, market…
- Eliminate off-brand or off-message communications.
- Avoid penalties for copyright infringement or regulatory non-compliance.
6. Support your video marketing strategy
There is an insatiable demand for video content. Consumers adore it because it is engaging and entertaining. Marketers love it because it offers a huge return on investment.
Point of fact:
- Posts with video garner 10 times more retweets than without (source: Hootsuite)
- 80% of consumers report that video is essential in the purchase decision (source: Thinkwithgoogle.com)
- Video content lifts conversion rates by 15% (source Content Marketing Institute)
Supporting a video strategy can be difficult given not only the sheer size of video files, but also because of the different formats (especially vertical video) that must produce, as well as the different constraints of each platform.
An enterprise DAM with video capabilities enables you to automate the production of video variations at scale. A DAM guarantees an optimal user experience by serving the right version of your video – no matter what the screen, bandwidth or platform.
7. Gain a cross-channel, media-centric view of customer engagement
You want to know how content is managed and shared internally, as well as how it is consumed by customers. You need to know what content is working and what isn’t.
A DAM offers content scoring and media performance metrics to enable you to score and identify your most effective content. It complements existing analytic systems such web analytics, audience analytics (CDP, CRM…) to give you a media centric view of the customer journey. You collect data on actual variants served and can understand how audiences interact with them over time, by context, region and touchpoint.
This enables you to better understand how different markets, channels and customer segments engage with content. You can then guide content production to engage more effectively with your audiences based on real-time, media-centric analytics.