7 Reasons Your Marketing Team Needs a DAM Now!
In a complex marketing environment that throws up new challenges every day, achieving continuous success is impossible without a high-end DAM.
In times when no business function remains untouched by the breakneck pace of technological evolution, digital asset management is transforming like never before. It is virtually impossible for businesses to taste success without deploying a cutting-edge Digital Asset Management (DAM) solution. This article highlights some of the main reasons your marketing team needs a DAM.
1. Easy Dissemination, Difficult Discovery
Not that it was any easier to handle physical files back in the day, but a few things helped maintain order like copies of assets and files were limited and existed only with select people. In the digital age, this is not the case; digitals asset distribution through emails and flash drives have added to the chaos. One single click on the send button and multiple people find an asset in their inboxes. With such easy distribution, discovering and pinning down the correct file becomes a time-consuming task. It has become an even bigger challenge now as marketing assets have a much shorter shelf life than before, as every week is the week of a new campaign.
2. Same File Multiple Owners
The problem is not just restricted to the discovery of the right file; it is also about finding who has the last word over them—or who owns them. With several internal marketing and design team members, external agencies, and partners involved in a fast-paced work environment and higher management often involved in giving the nod to digital assets, it is often difficult to make sense of who is the owner of the ‘latest or approved’ version. What’s worse, when there is no owner, many team members create their own ‘latest’ versions. Besides, no descriptions being available about the file, i.e., with the absence of metadata—things go from bad to worse.
3. Slow Pace Kills Marketing Momentum
Winning in marketing is a lot to do with outdoing competitors, which in turn depends on the nimbleness, speed, and the ability to do maximum in the minimum possible time. The biggest pain points for brands are to integrate core business processes, cater to ever proliferating marketing touchpoints, globally distribute their digital assets, and deliver real-time content personalization. To up their game, marketers need to be enabled with the latest technological support to not just speed up but get more accuracy, work smarter, handle multiple projects through streamlined content distribution, and automate repetitive tasks.
4. Inconsistency in Brand Communications
Challenges can spiral out of hand if the problem that exists within the marketing department spills over and starts affecting the brand image through discrepancies in brand communications. This can happen if the job of following and incorporating the guidelines in design and management of assets is left to manual intervention. It can lead to uneven adoption of guidelines, and can potentially dent the brand identity, especially during interaction with customers across channels and also during the creation of marketing material for sales presentations. Inconsistency breeds unreliable brand experiences, which can put businesses at great risks.
5. Collaboration Gets Hampered Ruthlessly
Collaboration is the lifeline of reaching the customers at the right time. In the absence of well-defined creative workflows between employees and external agencies or partners (often located halfway across the globe), it can get challenging to put the pieces in a project together without making a mistake. As the number of projects increase, timelines narrow down. Businesses not using technology such as DAM to speed up their project work cycles are headed down a difficult path. Proper collaboration can help marketers reuse digital assets in multiple ways by making them available to field sales reps, partners, PR agencies, or other external entities, thereby making the most out of them.
6. Unapproved Use of Assets
In the absence of well-established workflows, governance mechanisms, and digital assets scattered across the organization, there is great risk of unauthorized asset usage. With every employee having equal amount of access to assets, multiple personnel of design (or agencies) communicating with numerous marketing and sales staff, there’s high susceptibility of unapproved usage of assets. This would not only add to confusion but also contain the risk of assets being deleted, altered, or spill outside of the organization. Therefore, many hours of work and resources get endangered, including copyrighted material, work-in-process files, and assets needed for highly value campaigns.
7. Low Integration With Advanced Technologies
With rich media assets dominating almost every communication channel and customer touchpoint, low to no compatibility with the proliferating high-tech marketing technology applications can put your marketing efforts into peril. With marketing automation, eCommerce, and CMSes getting transformed every single day, and advancements in email, social media, and content marketing making it more and more competitive for marketers—there is no escaping the ecosystem of connected applications. DAM software is equipped to connect and integrate seamlessly with any new-age application through superior APIs, plugins, and even connectors to ease marketers’ jobs.
Imagine your company has just received a big round of funding. The management is heading for huge expansion plans by launching some promising new products. Bumping up the marketing effort is top priority for your enterprise. But the chief marketing person is out of his wits!
He has constantly appealed to the higher management about how legacy and homegrown applications, data sharing over emails, keeping track of every asset in spreadsheets, and manual ways of working have taken a toll on marketing performance.
In short—what he now needs to succeed is a DAM!
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