This chapter covers the following:
Digital content has drastically grown in importance, which creates a problem for marketers and digital creators who must keep up with the demand for quality content. They need to quickly respond to their competitors’ promotions and get attention in a marketplace that is constantly changing. Not only do marketers need to find a solution, but they also need to demonstrate that it’s worth the investment and provides real value to the organization.
We’re sure you recognize this problem. You may be asking yourself how you can effectively manage your digital assets and demonstrate a high return on investment (ROI) for now and for the future. An effective DAM allows you to increase operational efficiencies, generate real revenue from your assets, and grab new organizational opportunities when they present themselves.
In this chapter, we look at DAM fundamentals and demonstrate how to get attention for your most important corporate assets — your digital content.
The proliferation of valuable media assets has created the need for a system to manage and retrieve them so that they can be used to attract and delight customers. You have your marketing materials, video, graphics, photos, brand assets, and much more called rich media. Each asset has its own requirements and variations that must also be tagged, uploaded, and stored in your DAM system.
You also have a staff across the globe who needs to quickly utilize this media. What’s more, employees are continually creating new digital content that needs to be entered in the DAM system and deployed across all web platforms, so utilizing your assets is one part of the DAM equation.
The second part is the role your content plays in effectively telling your organization’s story to the world to engage people. A DAM helps you tell your brand story by providing the structure and system you need to produce compelling media. It also drives your customer experience. The media assets you create will either encourage your customers to seek more information about you or drive them toward your competitor.
The following sections take a closer look at what you need to know about DAM, including the trends that led to the creation of DAM and the unique characteristics of a DAM system.
If you’re wondering what caused the urgent need for the development of DAM systems, you have to look back before the wave of new technology impacted the selling cycle. Marketers could take their time creating static product brochures and data sheets that typically had a stale corporate photo and a logo. They would print these sheets and mail them to customers and then call them for an appointment. Those days are clearly over. No executive today would consider waiting for a packet of materials to come in the mail or answer a cold call from an unknown salesperson.
Specific marketplace trends created the need for software that could streamline the creation and distribution rich media to sell products. Here are five main trends that have had the greatest impact:
As you can see, these trends impact every part of your operation. Without a way to manage assets, you’re damaging your company’s chance to develop customer relationships and stay relevant in an increasingly fast paced digital world.
This was an excerpt from Chapter 1 of DAM For Dummies. See how Bynder works for you with our free trial: