A common Digital Asset Management (DAM) story goes something like this.
You’re at a restaurant with an old friend, catching up on life and work. After bringing her up to speed on the latest work drama, you find yourself complaining about the endless headaches of trying to find work files on your computer. Your organization uses several different shared drives and Dropbox accounts, making the storage, retrieval, and distribution of digital assets an absolute nightmare.
As you finish venting, your friend stops you with a smile on her face. She shares that she recently purchased a new software solution, something called a Digital Asset Management tool, and it has made her life so much easier.
With some fear of being left behind, some excitement, and a little bit of curiosity, you decide to look into it. After a bit of poking around, you have more than enough convincing information that a DAM is the way to go, so you begin taking the steps to buy your first Digital Asset Management tool.
Once the DAM is part of your organization, it suddenly feels like a daunting task to get started and actually use it. The following tips on goal setting will help to ensure that you get the most out of your DAM, even if it’s a new tool for your organization.
For starters, let’s remember why goals are important. Without goals, you end up with more questions than answers. Do you know that the 14% of people who have goals are ten times more successful than those without goals?
Embracing digital asset management software without goals is the equivalent of taking a road trip without a map – you have literally zero idea where you’ll end up or if your time investment will have been worth it.
A common misconception in organizations is that once you set the primary business goals in January or July, you’re done setting goals for that year. Organizational goals like ROI improvement and cash flow targets cover the larger aspects of your business, but leave out many of the crucial details. For instance, you need to set goals for your departments, employees, and even the nitty gritties such as your different types of software that you choose to invest in.
All this leaves one question unanswered, where do I start?
You start where you are, with what you have. Without knowing where you come from in terms of asset management, realizing where you are going with DAM will be hard.
First, you’ll have to audit your current asset management. Dig out and find the good, the bad, and the ugly. Some of the inefficiencies you’re going to discover will include issues such as:
These issues are genuine and specific to your organization, and they will be at the foundation for your goal setting.
1. Brand Consistency
With thousands of stock photos, logos, images, design templates, and brand guidelines spread out across your organization, keeping track of your brand image becomes an issue. Dozens of writers, photographers, and editors running siloed campaigns on top of mediocre asset management becomes less of a marketing campaign and more of a tower of babel.
That’s why you need to leverage your DAM to create brand consistency. This means bringing all your creative teams and their subsequent digital assets on the same page.
Your goals as far as brand consistency could include:
Manually transferring digital assets across multiple end-points is one of the most annoying experiences. It’s right up there with traffic. Who has the time to upload files and go fishing on third-party software like Dropbox?
Even worse, the lack of distribution efficiency has fueled the rise of peer-to-peer data transfers in organizations. Here, most of your data is transferred through sometimes insecure third-party channels such as email addresses and file transfer apps.
One of your goals should be creating efficiency in uploading and distribution. This includes using your DAM to:
How many faces do your employees have to see to get access to a digital asset like a video or stock photo? If you’re doing everything right with your DAM, the correct answer should be zero. Your employees having to ask other employees for access is unproductive and redundant.
Building on that, you have to leverage your DAM to create robust access control that will power a self-service portal. With the self-service option, that employee who needs to edit a stock photo gains access without having to call or ask for access from their colleagues.
Some of these goals could be leveraging your DAM to:
Your digital assets are spread out in more places than you can imagine. Some of your organization’s most crucial assets are in hard drives, laptops, memory sticks, and we won’t even talk about those in phone galleries.
The horrors of the asset losses and vulnerabilities that come with having your digital assets everywhere need no introduction. With that in mind, you have to leverage your DAM to centralize all of your digital assets.
Your centralization goals should include:
Content creation has always been expensive. What if I told you there was a better way to churn out content? Enter content reuse. Your marketing campaign has curated thousands of digital assets from its inception, some that you never even run.
With a well-organized asset management system like DAM, you can reuse your previous data like stock photos for newer endeavors.
Some of your content reuse goals could include: