DAM (Digital Asset Management) systems are enterprise software that stores, catalogs, and distributes images, videos, and other multimedia content. They manage these digital assets for organizations for specific purposes, such as ensuring consistency of brand identity or speeding up content production for advertising campaigns.
Therefore, the DAM makes it possible to create a common repository and classify digital assets with descriptive terms and metadata, to facilitate search and retrieval.
Systems of this type provide application programming interfaces (APIs) to ensure their integration with related services, as well as to automate the creation and distribution of resources to multichannel access points. It also secures access to resources by granting access only to people who have appropriate rights to create, read, modify, or delete items.
What are the benefits of DAM?
Make sure there is one source of truth. DAM is more than a simple network sharing tool for multimedia files (EFSS, FTP or NAS). DAM enables digital assets to be reused and acts as an archiving system.
Marketers and their partners no longer need to search various online groups or organize custom shoots for their specific media. In fact, all marketing and communications players can now integrate images and videos from one central DAM into their projects, ensuring that content has been verified by a manager from creation to distribution, is up-to-date and matches the brand identity.
Simplify teamwork. Advertising campaigns are carried out by a team of creatives consisting, among others, of designers, photographers, videographers or editors responsible for producing experiences around the brand.
A DAM offers digital services optimized for the work of creative teams, from a shared repository. In addition, it helps reduce the time that designers and editors waste on administrative tasks (finding for files or moving from one production stage to another).
Investing in the media supply chain. Digital assets have commercial value, including licensing rights to stock images, trademarks associated with video and audio images, or basic information on product labels. Companies spend a lot of time and effort in maintaining their brand identity, image and valuable content.
DAM helps track the usage of digital assets in organizations. This is an important aspect of digital rights management: determining if assets are licensed for use in certain geographies, knowing what rights are required, and knowing who to pay them. It is also important to track customer and audience interaction, including measuring the popularity of content under different scenarios, which helps marketers identify the optimal resources to get their message across. It is also used to create valuable metrics and insights for building digital experiences.
What are the challenges of dam implementation?
Managing digital assets requires an upfront investment of time and resources, among other drawbacks.
Categories and metadata. DAM associates labels (tags) with resources according to different categories. These can be descriptions, for example naming things in pictures or identifying scenes in videos. Other labels provide context, such as the date, time, and location of images, or natural language variables and video resolutions.
To define classes and related metadata, the DAM relies on a well-defined data structure. Agile organizations must constantly improve and update these categories as their business evolves.
The method of work. Digital asset management aims to structure the way users create and use digital assets within an organization. However, many activities related to creation and marketing are often improvised and intended to quickly resolve operational hurdles.
So managers will need to assess creative activities and identify bottlenecks in which the DAM dam can generate a significant return on investment. They will then need to redefine processes and manage operational changes to ensure that creative and operational teams adapt to new ways of working.
digital experiences. Digital assets are playing an increasing role in creating online experiences. For example, partner marketing teams need personalized videos to stay competitive and relevant. The DAM function must adapt to the company’s rapidly changing needs to manage its multimedia content and produce the right digital experiences.
On the other hand, IT teams must integrate DAM functionality into their structures and manage the technical risks associated with integrating resources into their business processes.
Key points to remember about Dam
DAMs provide essential functionality for digital transformation initiatives where images, videos, and other types of multimedia content play an important role in business success.
However, whether the DAM is a customized platform or its functionality is integrated into a digital experience platform, organizations must prepare for the challenges that come with its adoption.