Where Does a DAM System Fit in the Big Picture?

A DAM supports a bigger picture in a company. This is why the DAM market is booming… if all those “market reports” that come out are to be believed – and given how many of them there are, and how expensive just the reports are, it’s hard to doubt. As we’ve noted before, a DAM system is part of a marketing and management system to assist in communications of all sorts in an increasingly diverse environment made up of many types of media.

As Jake Athey cogently points out in Marketing Tech News, in “How digital asset management takes immersive marketing strategies to the next level“, the intent of these combined tools is marketing. To reach and retain customers today requires a mix of tools and expertise across a broad spectrum.

Immersive marketing is the use of a mix of methods (advertising, public relations, word-of-mouth, digital marketing, partnerships and more) to ‘surround the consumer’ with a consistent message about a brand.

It is not enough to have a searchable library of images. A DAM system must track usage, rights, create value in its connectivity to other marketing tools, and demonstrate utility in its diversity… a tall order, but, as this article points out:

Immersive marketing works when there is consistent storytelling across all channels. This brand consistency ultimately comes down to knowing what digital assets are available, which assets need to be created, and where these assets should be shared.

A truly useful DAM is a tool that exists as part of a tool that serves marketing, and isn’t an end in and of itself.

Digital asset management (DAM) systems help marketers to store, organise and find their content easily. As a centralised dashboard that manages the adaptation, distribution, and re-use of digital assets, it unlocks the opportunity for teams to focus on the tasks they need to, while designing more impactful marketing campaigns with proven ROI.

Do a Few Things Well, Not Many Things Badly

When you are implementing your DAM, you are introducing a large change into your organization. Companies have a limited capacity for change, and if you are leading the charge, in order to succeed, you should be mindful of several things.

Do a few things well, rather than many things badly.

We in IT all have limited resources to complete projects. Even given large amounts of money, staff for development and training, outside/vendor resources for fixes and adaptations, the people inside, your customers, that are using a new DAM or related system still have to do their daily jobs, go on summer break, and sleep.

They are dealing at the same time with other changes, like OS and MS Office upgrades, laptops filled with spilled coffee, customers of their own who want things yesterday, and filling out expense reports. So, try not to shove too much change through your company at any given time, or you can impede its core mission, or even break it.

Along those lines, there is this short article, 3 Ways to Help Workers Embrace Digital Change, from CMSWires’ Simon Slade  who specializes in training. He recommends the following principles:

1. Be Explicit About Benefits
2. It Starts With Training
3. Make Support Available in Excess