Digital Asset Management Tag

Understanding the type of DAM that is right for your team can be a challenge. Over the past few years, I have taken on a new role as a consultant. With my creative, marketing/communications, and project management experience, I have a fresh perspective when aiding clients in finding the right tools for their marketing and creative stacks.

Each client I have worked with endures similar challenges when evaluating their tools in their stack. Enterprises face difficulties with having too many tools and creating tools that are too proprietary – limiting growth and integration. They also struggle with user adoption. Picking a new tool for your marketing solution stack is not an easy feat. It is easy to get caught up in the details such as features of the tool while trying to balance buy-in from stakeholders (IT, security, VPs, and end-users), and balancing a budget. So how do you know where to start when you are evaluating Digital Asset Management tools?

 

THE 4 P’S

I have found that the 4 P’s are crucial to not only selecting a tool, but configuring it properly, and ensuring user adoption for long term success.

Understand the PROBLEM you are trying to solve, the PRODUCT you are selecting to solve that problem, the PROCESS for which the organization works, and the PEOPLE that are using the new tool.

Problem

Tools should never be sold – they should always solve. From my experiences in both marketing and creative industries, I have understood the struggles first-hand that users encounter when trying to complete work. The first step to tool selection is establishing the problem you are trying to solve. Are you bogged down by spending time constantly trying to distribute files? Are you struggling to keep the most current files at your fingertips? Do you have too many places where files are stored? By clearly establishing the problem, it will remain a strong focus on selecting a tool that will be adopted long-term.

Product

Selecting a product is not easy. There is a lot to take into consideration when choosing the right product for your team. Keep in mind the identified problems to resolve, without setting technical limitations. While the DAM you select should have all the right features and functions, also consider what other tools you already have in your stack. What integrations are available for the DAM you are selecting? What other groups or teams may want to leverage the DAM in the future?

Considerations of cost are equally as important. Time is money, and the DAM you select should help reduce the overhead hours your team is spending searching, delivering, and modifying assets. Will other teams benefit from the addition of a DAM? Teams should be selecting a tool that can grow with the organization, and that can meet their needs. The bottom line is that the DAM you choose should work for you and your team, not the other way around.

Process

Often the problem comes, not only with a need for a tool but the need for understanding of where in the process each tool should sit. After recently attending a DAM conference with a room full of tools, I could see how attendees were overwhelmed. The challenge with “pitching a solution” is that you need to understand the organization and process first. Organizational assessments are vital in selecting the right DAM. It is essential to first understanding workflows and internal organizational structure to provide an educated recommendation that will meet your organization’s needs. Consider scalability. Selecting a solution that works not only for today but also for growth tomorrow. Naturally, organizations shift and change over time, so the tool implementation must be completed with a full understanding of the potential growth of organization and integration.

People

Understanding the organization from high-level executives, IT, and end-users is key to a successful roll-out. Top-down leadership and messaging is key when rolling out a new tool and will help drive user adoption. The most successful clients I have worked with understand that getting key stakeholders involved from the start will help drive success. However, the other side of the coin is involving end-users at all levels. Involving these users will help create champions among the team to ensure the new tool is well adopted. Get your teams involved upfront in part of the tool selection process, develop clear communication, and have a roll-out plan in place.

 

We would love to learn about where you are in your DAM journey and discover ways we can ensure your continued success. Contact our team of DAM experts today – email us at info@leappoint.com

DAM New York 2019 is now in our rear view mirror and it’s taken some time to fully process the experience. Attending as a sponsor requires a lot of preparation. It’s as if you’re throwing a party, cooking dinner, singing and greeting guests all at the same time. Still, we were excited to learn and collaborate with other DAM enthusiasts. Librarians, archivists, designers and more- we had a great time, met interesting people, learned lots and were absolutely ready to hit the ground running (after a weekend to rest). There’s a lot to unpack but here are a few observations after this event.

Useful AI in DAM is right around the corner

Artificial Intelligence is at the forefront of just about every technology gathering today. Gatherings such as the Henry Stewart DAM event are integral for the development of this cutting edge capability. We heard ups and downs of allowing AI to identify objects and tag content. In my experience, the most successful application is with a touch of machine learning (ML) and a hint of human intervention. The balance between AI/ML and human intervention is going to be a delicate one. A slight error can take the AI into a tailspin of poorly tagged content. Too much human intervention becomes counterproductive. We’re seeing machine learning take large strides to close the gap between what has to be trained and what’s ready ‘out of the box’. I’m excited to see how this technology develops. For now, I see digital workers playing a big role in augmenting the ‘human’ intervention as this application of AI is fine-tuned.

It’s not about the feature, it’s about the result

Yes, I realize my last observation was about a technology feature. At the end of the day, the technology we use is a tool to enable results. It’s a tough idea to completely embrace. Most people who attend a conference on Digital Asset Management are genuinely excited about where the industry is going. We get fixated on every new feature and all of the shiny new objects. This is the kind of passion that makes these events so much fun to attend. It can also be a barrier to adoption. Our users haven’t spent their professional lives understanding the impact of governance on scaling across the enterprise or why metadata matters in your archiving strategy and measuring campaign performance. Instead, our users have their own work to do and their own goals to accomplish. Unless we can show how it impacts the results, each feature is just a button that may end up skipped or worked around.

Governance without adoption is just a bunch of rules

During a panel session, someone asked me about how to actually get your users to buy into your governance model. In fact, this question was asked many different ways throughout the conference. The usual formula for implementing DAM is Scale = Structure + Governance. You figure out how it works on one team, document it and use those steps to bring on the next team. Rinse and repeat until you’ve taken reached every team and it’s instant scale, right? Well, that’s how governance grows. That’s how you grow the rule book. We need people to use the DAM to say we’ve really achieved scale. My response to gaining buy-in was simple: try to avoid saying “you have to”. To some extent, it’s really that simple. In practice, however, it’s much easier said than done. The reasons we face resistance vary greatly between groups and individuals. Sometimes it’s about understanding the bigger picture, other times it’s about enablement or awareness. There’s no hard and fast rule for making sure adoption happen smoothly. It’s a matter of understanding people and managing change. We’ll be exploring this topic in greater depth during a roundtable discussion at DAM Europe next month. I encourage you to stop by and listen to others’ experiences with this very topic.

 

If you won’t be in London or have comments/questions, reach out via LinkedIn or email me at nrashid@leappoint.com

Digital asset management (DAM) software gives businesses a platform for storing, retrieving, and sharing digital content such as videos, photos, audio files, presentations, and images. Instead of keeping files on different computers, businesses can use DAM software to create a centralized library that gives everyone access to the content they may need.

 

How DAM Software Can Benefit Your Business

Before you purchase DAM software, you should learn about some of the ways it can help your business. You should also learn about some of the most popular software options and the features they offer.

 

Organize Your Digital Media

Without DAM, your business doesn’t have an easy way to organize digital media. At best, you can try to keep certain files in one folder. Given enough time, though, people will forget where they saved files. When they need to retrieve them, they end up wasting a lot of time searching for the files they want.

DAM organizes your files in a central location, so you can quickly find the items you need. You can even add metadata to help you find content. Instead of losing your assets, you organize them in a convenient place that the whole team can access.

Improve Workflow

Since everyone involved in a project has access to the files stored in your DAM software, you can reduce redundancies that slow your workflow. The best DAM software has built-in workflow management features that let you track a project from beginning to end. The smoother your workflow gets, the faster you can bring your projects to market.

Manage Rights and License Agreements

You may not own all of the digital media that your company uses, so you need to keep track of each asset’s rights or license agreements. It’s very difficult to manage rights and license agreements when you store media in folders.

When you use DAM, though, the software remembers all of the rights and license agreements for you. That way, you never mistakenly use content that could get you sued for copyright infringement.

DAM Software Scales to Your Needs

Digital media files can take up a lot of space on your computer, especially when you work with audio and video. Cloud-based DAM software can scale to meet your current needs. If you need more memory today because you’re working on three videos, then the software can accommodate that. Tomorrow, when you work on one video, the software automatically scales down.

Once you find the right DAM, you have all of the memory and processing power that you need to finish your projects.

 

The Top 3 Digital Asset Management Platforms

Make sure you review some of the most popular DAM software options so you can choose one with the features that matter most to you.

Bynder

Bynder excels at giving users access to templates that make it easier for designers to complete projects. Since Bynder uses the AWS cloud, the software can scale to your immediate needs. As your business grows, the software will grow with you. Finally, Bynder has a built-in, customizable workflow feature that lets you improve efficiency and track each step in a project’s progress.

Aprimo

In addition to storing digital media, Aprimo can automatically approve each step of a project. Assuming that the software approves terrific content, you should see your efficiency improve significantly. Aprimo also benefits from its ability to connect to other systems, including Adobe Creative Cloud, eCommerce, and Enterprise Resource Planning (ERP)

Adobe Experience Manager Assets

Adobe Experience Manager Assets makes it easier for colleagues to collaborate. The collaboration feature should help improve your office’s efficiency. Adobe Experience Manager Assets also stands out for its AI insights. The software will review your content and tell you where you get the best ROI.

Many DAMs will let you try a demo before you purchase. Explore your options, find one that works well for you, and get your DAM life in order.