By: Leslie Pinkerton, 4/3/18, Marketing Content Manager
You may find yourself considering a multitude of marketing technologies these days. After all, you’ve got literally thousands to choose from. You’ve seen this (very hard to read) image from Scott Brinker, right?
What’s on your short list?
Have you ever considered using a Marketing Asset Management (MAM) platform? If you’re not familiar with this type of technology, think of it as the popular technology, Digital Asset Management, but with a few extra benefits.
In case you’re not familiar, Digital Asset Management Software (DAM) is used to organize, store, and retrieve rich media and digital assets such as photos, music, and other multimedia content. It’s also referred to as Media Asset Management, or by some perspectives, Enterprise Content Management. Many organizations use this type of tool to manage marketing assets as well.
Cathy McPhillips, of the Content Marketing Institute, describes DAM as one of the hottest subjects in content marketing. She says it’s “all about how you manage your broad portfolio of content assets — from the way assets are annotated, cataloged, and stored to methods of retrieval and distribution.”
She explains that “many companies producing great content at a consistent pace soon face a predicament — they have so much content that they:
- Don’t know or remember everything they have
- Can’t track down content assets efficiently
- Struggle to collaborate with others involved in the process”
While Digital Asset Management is fantastic for search and storage, it doesn’t allow you to do one major thing Marketing Asset Management does: customize marketing assets.
A DAM is an excellent resource for organizing volumes of creative files, however it’s a Marketing Asset Management system that allows marketing teams to develop dynamic templates that can be customized on-demand. Sales teams, channel partners, franchisees, or any field team can access these templates 24/7 and update text fields to target a particular audience. This level of customization fully empowers the field team to create brand compliant marketing materials at a moment’s notice, without waiting on the marketing team.
Take a look at these three additional situations when it makes sense to put Marketing Asset Management on your radar:
1. When you’re looking to eliminate content fragmentation
Our research found that when content is fragmented, it meets buyer needs during the customer journey only 15% of the time, and inhibits revenue generation.A MAM platform allows for the organization and storage of media and digital assets for sales and marketing, eliminating the threat of outdated assets being discovered and used. To ensure brand consistency, centralized marketing teams can ensure the content is approved, on-brand, and up-to-date.Additionally, seek a MAM tool that integrates with Marketing Automation platforms and CRM tools, to extend brand consistency throughout all campaigns and customer touchpoints.
2. When you’re concerned with digital rights and permissions
Like Digital Asset Management, Marketing Asset Management also helps companies handle file security, a major concern for many companies with stringent security requirements. The need to control who has access, and who doesn’t, to approved marketing content is an important reason to bring on a MAM system. The ability to dynamically distribute assets to internal and external teams is critical.MAM tools generally include internal document-related controls such as digital rights and permissions. This can be done on an individual level, or a group level in most systems.
Compliance and regulatory controls are also a necessary for many organizations, as you may need to lock content down entirely, or allow for modular content to customize in certain places (for example, a customer name, or for localized marketing.)
3. When your entire company needs to find content, fast
To compete today, all businesses should equip their employees with access to the materials or information they need, and fast. Marketing Asset Management tools allow for content to be centralized in one convenient, time-saving place. This type of platform is ideal for companies who want to get rid of messy shared servers, and park their marketing materials in a single, accessible, easy-to-use location. This not only makes your employees more efficient, it improves collaboration, and allows you to bring new products and services to market faster.In addition, the availability of search functionality can make accessing content much faster than confusing file structures or hidden folders. In a world where we’re all used to finding information instantly through Google, doing so at work should be no exception.
We hope these three reasons have convinced you that Marketing Asset Management may need to be a core part of your marketing technology stack over Digital Asset Management. It can have implications across the business, and the efficiency gains combined with the reduction in operating expenses often translate to a great ROI for marketers.
Navigating the world of DAM, MAM, and other marketing technologies can be tricky. We encourage you to learn more in our guide, “Busting the 5 Myths About Marketing Asset Management, DAM, and Project Management.”