In today’s digital era, where consumers demand rich, meaningful interactions across all platforms, digital asset management (DAM) has become indispensable. Businesses of varying scales are continuously improving their digital frameworks to better engage customers and target audiences. Achieving this requires generating more content, distributing it across a broader range of channels, and acting swiftly. Selecting the right DAM partner and software is crucial to accomplishing these objectives.
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DAM enables companies to manage and view all their brand assets from a centralized hub. Although DAM software has existed for decades, it has historically been the domain of large businesses with substantial budgets. However, this landscape is evolving. Companies of all sizes are striving for digital maturity by boosting their efficiency and agility.
We reside in a complex, interconnected, multi-channel, and global world that's only becoming more intricate. Organizing essential brand assets like videos, photos, logos, and custom graphics to create outstanding customer experiences is a monumental challenge. Yet, a DAM system offers much more than organization. It can automate workflows, send alerts, distribute content across different channels, inform asset production plans, and much more.
At Nansen, our mission is to help businesses meet the expectations of today’s digital consumers. DAM facilitates the delivery of impactful, cohesive customer experiences by simplifying and optimizing the management of crucial assets across the digital marketing ecosystem.
To streamline your team’s marketing efforts while enhancing them, follow these five best practices for DAM.
- Complete a strategic audit of your assets
- Find the right DAM partner
- Define your taxonomy and metadata structure
- Set up integrations and automated workflows
- Establish roles and permissions
Read on to ensure a smooth and successful DAM implementation journey.
Complete a Strategic Audit of Your Assets
Auditing your marketing assets is a vital first step towards DAM implementation for two primary reasons. Initially, the audit will help you set your DAM objectives. By evaluating your current assets and their organization, you'll identify the challenges your DAM needs to address and how it can streamline your operations.
Further, performing an asset audit and setting objectives will guide you in selecting a DAM partner suited to your company’s unique requirements. Depending on your asset volume, diversity, and goals for the DAM, different vendors will better align with your needs.
Find the Right DAM Partner
Implementing a DAM system is analogous to building a sturdy house; a robust foundation is essential. Finding the right DAM partner is the cornerstone of this process, and it should not be hurried.
For many organizations, agencies like Nansen can provide guidance on selecting DAM software vendors. Together with our collaborators at Digizuite, we have compiled some relevant advice.
A crucial factor for any company, regardless of size and objectives, is finding a DAM partner that offers a balance of technical expertise and business acumen. Ensure that you and potential partners share aligned long-term goals and that your DAM vendor can support your company’s comprehensive digital maturity journey.
Beyond this foundational consideration, your audit results should specify additional criteria that potential partners must satisfy. Discuss your asset types, data architecture, specific technology integrations, vendor capabilities, and pricing models. If you find a vendor who meets these criteria and aligns with your future plans, you’ve identified the right DAM partner.
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Define Your Taxonomy and Metadata Structure
Before rolling out the DAM system, a few fundamental tasks have to be accomplished, typically by a diverse stakeholder group within the company, including representatives from IT, sales, marketing, and product departments.
First, this group needs to deliberate on and decide the type and amount of metadata assigned to all brand assets. While many data fields can be completed for any asset, simplicity is key for efficiency. Focus on what matters most.
Next, the group should define a taxonomy for the DAM, establishing consistent conventions for naming, dates, and more to make the database organized and searchable.
Finally, assign a “Librarian” to oversee future changes to the DAM, ensuring centralized decision-making by someone well-acquainted with the system.
Set Up Integrations and Automated Workflows
In the modern business world, no system should operate in isolation. From the DAM to PIM and CRM, all tools must interconnect seamlessly. During DAM implementation, carefully monitor integrations with existing company tools to quickly identify and address any issues.
Aside from technical integrations, the DAM will integrate with numerous human-driven workflows. One of the primary advantages of a DAM is its ability to reduce busywork, allowing employees to focus on strategic tasks. Setting up automated workflows—like organizing files or converting videos—should be a part of your DAM implementation.
Sometimes workflows are reliant on individual employees, even in large companies. By introducing automation, DAM can mitigate this risk, contributing to organizational digital maturity.
Establish Roles and Permissions
Complexity in any business can lead to human error. Whether your company operates globally or locally, deploying the right assets at the right time is crucial. A DAM system simplifies this by assigning roles and permissions to users.
With established roles and permissions, a DAM system can control access to certain assets, ensuring that users only utilize current, approved assets. This added layer of security helps prevent errors like copyright violations and streamlines the asset selection process for employees.
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To learn more about how Nansen can assist with DAM implementation and your journey towards digital maturity, contact us!
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