We send more than 200 billion emails around the globe every day and the global data pool doubles in size every two years. As a result, data management and handling are now increasingly important for businesses.
Companies large and small are all facing the same challenge. Somehow, they must control an ever-growing volume of different digital assets (including photos, videos, documents, graphics, emails, etc.) from different sources.
With an innovative digital asset management system (DAM), companies can organise this flood of information more easily – thus saving them precious time and money.
Data chaos in the marketing process
To understand why, let’s take a look at Max Marketer.
Max is the marketing manager of an online furniture store. He wants to present the store’s new furniture range both in the online shop and a suitably tailored product leaflet. To do this, Max has to hire a photographer to have photos taken of the furniture range, hire an advertising agency to draft product descriptions and hire a graphic designer to create the print flyer layout.
The good news for Max? All of these service providers have delivered their files. The bad news? The photographer sent her photos by post on CD-ROM, the advertising agency sent their product descriptions in a series of emails, and the graphic designer has sent his flyer template via a Dropbox link. What’s more, the graphic designer has used the wrong company logo.
Max sets to work:
- He saves the photographer’s photos on the local hard drive.
- Then, he uploads the photos to a publicly accessible folder on the company server.
- Now he logs into the online store’s own CMS to upload the image files yet again.
Suddenly, he receives an email from the photographer. Some of the photos on the CD-ROM were in the wrong resolution, but Max can download the correct images using a secondary program via a link. Max looks at the clock and sighs: “I’ve been working on this for an hour… and now I have to do it all again?”
Optimise brand management and workflows with a DAM
The scenario then repeats with the other service providers and becomes even more complicated when Marketing Manager Megan and Sarah Sales want to save and use the files too.
Yet the end result is the same: data chaos, duplicate files, wasted time, wasted disk space, data mix-ups and an inconsistent brand image. Just like Max, many companies are familiar with the daily struggle to work with digital assets.
This was confirmed by a life sciences data management study by the Fraunhofer Institute for Applied Information Technology, which found that employees use an average 22.6% of their time managing data. It’s therefore no surprise that another study by the Aberdeen Group entitled ‘Marketing Digital Asset Management’ found that companies that introduce a DAM can reduce content search times by 75% and boost employee productivity by 83%.
But there’s more. Using a DAM makes it easier than ever to provide professional brand management, meaning that a uniform brand image is guaranteed between departments and across the company.
A smart digital asset management system can therefore help companies to save money and present a uniform brand image. This allows companies to act quicker and ultimately gives them more time for their core business, which translates into that all-important competitive edge.
But what are the most important features of a DAM system? Daniel Lücke, an industry expert and head of software at Cross Media – die Daten & Netz GmbH, explains: “A good DAM must allow you to edit, store and immediately reuse different assets in the system. You should be able to use the DAM as a central platform for different file formats, making it the perfect tool for brand management. This allows you to centrally manage the use of media assets, meaning customers and partners can be directly involved in the production process through the DAM. The result? Optimised workflows and big time savings.”
A software with countless benefits
A sophisticated DAM also offers other benefits, keeping content current, preventing duplicate files and providing mobile access to assets in browser-based systems. With intelligent indexing and metadata definitions, you can literally search for a needle in a haystack and find the file you need in seconds. A well-organised DAM can also optimise file approval processes, simplify rights management and reduce errors with detailed documentation. Some software solutions – such as the 4ALLPORTAL Media Asset Management tool – offer direct integration with programs like TYPO3.
This means all the advantages of an effective data management program are available at the click of a button. Various people can benefit from the system, from marketing managers or ad agency owners who need to efficiently sort logos, videos and creatives, to publishers and travel agencies who have to manage countless photos for catalogues, magazines and newspapers, as well as printers who need to flawlessly manage their layout processing and approval processes.
In short, the software can benefit anyone who has to contend with large volumes of media assets on a daily basis. The purchase and training costs associated with a DAM can be quickly recouped, making it a worthy investment for your business. What’s more, the digital world of work is now a reality. This means companies need to establish a way of professionally managing assets and brands in the digital age.
This blog post was also published on the German-language blog Marketing in Westfalen. You can read the original article here: