Digital Asset Management: why marketers should give a DAM.

In a digital-first economy, Digital Asset Management (DAM) is arguably the most important tool at a marketer’s fingertips. A single digital campaign can require tens of thousands of creative versions, yet many marketing teams are still manually executing their content strategy. Having the right DAM in place will allow marketers to become more efficient, make data-driven content decisions and increase savings.

The real value of DAM lies in the metadata it is able to store along with each file, meaning each creative asset can be tagged with all the data (language, format, brand, date, licensing, etc.) that will allow a brand to effectively manage their assets. This ability allows brands to make their creative work harder for them: internal analysis by Tag’s client, a leading global beverage company, found that just 1% reuse of their current global marketing assets could lead to USD10 million in savings. Other benefits of DAM include:


1. Seamless and secure collaboration across markets

Any organization which operates across markets needs the right tools in place to work effectively and efficiently across borders – or even within the same office in today’s work-from-home environment. Having an effective DAM system in place promotes seamless collaboration across geographies, increasing productivity and reducing room for error.

Permissioned access can alleviate security concerns, ensuring users can only access files that they need to see. This function allows for collaboration between agencies and clients, ensuring both parties have access to all the files they need, streamlining approval processes and increasing speed-to-market.


2. Consistency and productivity

In a world where consumers are constantly bombarded with brand messaging, brand consistency is vital to achieving cut-through and building lasting loyalty. DAM is one of the most foolproof ways to ensure your brand is kept consistent across markets. By providing all employees with a centralized ‘one-stop shop’ to find the most up-to date assets, logos and guidelines, the risk of error or variation is minimized.

Furthermore, through a DAM tool your employees will have access to marketing materials from across the globe. Through the search function, it’s likely they will be able to find what they need already in existence or create minor changes to an existing file. This method will not only ensure consistency, it will also increase productivity and reduce time wasted recreating assets from scratch.


3. Optimization of creative workflows

For any agency or brand who manages assets across various product ranges, regions or formats, DAM is invaluable for creating a usable solution to version management. By making use of metadata in your DAM tool and tagging files with the relevant information, creative teams can use search functions to find files in seconds. This functionality also enables assets to be reused or repurposed as needed and avoids duplication.

A proficient DAM system will support across the entire end-to-end marketing workflow, too. From initial strategy to eventual execution, progressing assets along the way through your DAM tool can ensure processes are quicker, more effective and more accurate. Approvals and sign-off can be managed through the tool, while changes and versioning can be tracked to ensure the assets get where they are needed, when they are needed.


4. Insights to inform content strategy

While DAM is a valuable tool to help execute a content plan, it can also be used to inform the strategy. For a global organization, understanding which formats and creative versions are most often used by local marketers across the globe can help marketing teams plan and optimize the content that is needed for each format.

For example, creative teams in China may be designing for different social formats such as Weibo or WeChat, than their American counterparts who may be more focused on Facebook and Instagram. Ultimately, through a simple analysis of the data available on DAM, brands can spend more time creating the content that really matters to their business.


The future of DAM

Artificial Intelligence (AI) capabilities should soon have a tangible impact on how DAM is used in practice. By embedding AI tech into DAM platforms, uploaded assets will be able to be intelligently tagged and cross referenced, further automating the process. AI will also allow DAM systems to intelligently predict content requirements and make recommendations to businesses. In short, AI will bring an additional layer of automation to DAM that will help marketers increase speed-to-market and execute real-time marketing campaigns.


What to look for in your DAM

  • Ease of integration: ensuring your DAM can easily incorporate with your most used business tools will infinitely increase its value to your organization.
  • Strong and secure infrastructure: any DAM tool will need to have robust security measures in place, while also being able to store and transfer large file sizes easily.Personalized user support: different functions will use your DAM in different ways. Being able to create custom interfaces for each user group will ensure the tool has value for all functions.


Tag’s own best-in-class DAM is intuitive, flexible and able to be integrated with a wide variety of systems or process. We allow users to log-in from any device or location to share and find materials, assets, usage rights and expiration dates needed to execute brand compliant campaigns in local markets. We have proven experience using our DAM to effectively reuse and repurpose assets, resulting in greater efficiency.

Contact us today to discuss your Digital Asset Management needs.