Think of every single marketing project you have on your plate for this week.
- Create and monitor social media campaigns
- Revise next year’s budgets
- Strategize your next print campaign
- Organize giveaways for next month’s fundraising event
- Check in on email and radio campaigns
- Work with design team for hospital’s annual report
- Focus on SEO, content, and brand reputation for your website.
That’s a lot to manage, and the last thing you need when you’re creating the next dynamic and engaging material for every channel you operate in is to lose track of the video file you want to link to or the perfect image you already paid for because you have too many digital assets to keep up with. And do you really have time to filter through all those files to double-check your team members aren’t using an image including an outdated logo or brand standards?
You need Digital Asset Management.
Digital Asset Management (DAM) can help your marketing team keep your brand consistent across platforms. You need to create these kind of seamless, personalized digital experiences throughout all your channels if you’re to compete in today’s market. Your consumers expect responsive websites as well as mobile apps and social channels that not only relate to each other but also feel one and the same.
A Digital Asset Management system can help you offer this united experience by streamlining and simplifying how you manage your digital assets. Store key images, videos, and more in one central, secure space that’s accessible across your organization. With one source of truth, you can protect your brand from presenting a confusing and off-putting image, ensuring the digital experience you offer your consumers is relevant and engaging.
What should you look for in a DAM?
Of course you need the ability to track each time an asset is used, but beyond that, an effective DAM should have certain key features that will make using it easier.
Tagging: A good tagging system is essential for your DAM tool. Can you tag by file type – video, audio, image, etc.? What about tagging by campaign usage, so you’re not reusing a favorite image campaign after campaign? Can you tag by collection type or metadata or any other grouping that makes sense for you?
Search: Along with tagging, you’ll need a robust search tool to make best use of your DAM. You want a tool that can filter your searches, so you can quickly find exactly the asset you need.
Flexibility: Once you have a handle on getting to the assets you need quickly and easily, you’ll want a DAM tool that allows you to edit your digital assets from one root source and move them throughout your entire web ecosphere with ease. Ideal DAM will give you options to crop/resize/layer/edit your assets from one space and then allow you to pull or push the version you need for each output channel.
Compliance: No one wants to get a phone call from their CEO about your mobile app’s banner image showing last year’s logo. Or maybe you have one version of your welcome video that was improperly rendered and ends 30 seconds too early – imagine that greeting customers every time they pull up your site. And if you have three files named HeartHealthBanner.jpg, how can you quickly and easily tell which one is this year’s version for your Facebook awareness campaign? A good DAM tool will help you eliminate bad versioning and redundancy, across the board, so no matter who’s using an image or where they’re sending it, you can feel confident it’s the latest and best version.
Configurability: With all this ease of use and access, you want a DAM solution that has highly configurable rules so you can set permissions according to user or user type. You want to be able to ensure that the right team members control editing or changing your most important assets while still allowing other contributors to pull from the same resources.
Integration: There are a lot of DAM tools on the market, and finding the budget for one will be one of your roadblocks. If you can find a DAM solution that is integrated into your CMS, you’ll not only save money, you’ll also save time on developing connections to your web platform and configuring the tool for your specific needs.
With everything on your plate, finding a tool that takes some of your workload away and offers simplicity can make you the hero of your team. Using a central, secure solution to manage all your assets also means less to worry about as you move toward your customer engagement goals.
To learn more about how an integrated DAM solution fits into your plans for dominating your market with incredible consumer experience, read our white paper, Choosing the Best CMS for Healthcare.