Digital Asset Management for marketing: an implementation guide

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Anna Cotton


Contributed by
Anna Cotton

Your digital assets have never been more essential to your business. Customers expect to interact with your brand through multiple channels and in multiple file formats. Everything from video to images is required to portray your brand and its products in the right light to customers on and offline.

A DAM System will enable marketing teams around the world to create world class, on-brand marketing campaigns by storing, managing and providing access to your digital assets in one place. Your brand and product images sit beside your promotion videos and sales presentations, all within one click of your brand guidelines. This will allow you to deliver your key messages across multiple platforms, while staying on-brand and reducing costs.

If you are implementing a new digital asset management system, the most important first step you can take is to build a plan that is thoroughly thought-through. That way you can be as sure as possible that your project will be a success.

The biggest factors for potential failure are not the software you select, but are:

lack of specifics on what it is that will make the project a success (the business case)

a lack of defined processes for the most common use cases (i.e. the most common tasks that users will need to do successfully over and over again) coupled with the man-power needed both up-front and ongoing to maintain these.

lack of good, relevant content.

Our seven-step implementation guide is designed to drive the process of specifying and implementing a digital asset management solution and includes tips on what to look for in the product itself.

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