Digital asset management has become more than just a buzzword. Digital asset management, or DAM for short, has been around in some shape or form since the first digital asset was ever created. The system might have been crude, but somehow that piece of content was stored and managed.
The space has become increasingly more sophisticated over the years, so much so that the criteria for being called a DAM has been defined. There are many vendors who can meet many needs, from simple file sharing products to platforms that encompass your storage needs, project management, tracking, billing and even act as a CRM.
Small business, for now
As astonishing as it might sound, plenty of companies still store information on local drives and simply email it as attachments when necessary. That approach is not only dangerous but also temporary as space becomes scarce. For some small marketing teams, a simple cloud-based solution would probably suffice. A cloud-based platform is important because you can access your assets from anywhere, everything should be backed up by your hosting company and you can always increase your storage size when the need arises.
For medium-sized companies and even small agencies, file sharing isn’t efficient. According to a Cottril Research study, 19.8 percent of business-time is spent searching for information. Without strict file naming conventions and file management, which, from experience, are unlikely to be followed by everyone at the organization it will be a matter of weeks before productivity will decrease while people search for files.
DAM is not one size fits all
There are many moving parts to any marketing campaign. Keeping track of every detail can be next to impossible, especially when you throw in agencies, local marketing departments and as content marketing evolves. Even the PR department and sales team have needs for marketing collateral.
There are solutions that run the gamut of possibilities. The efficiencies that some of the enterprise-level digital asset management systems can expose can make you wonder how your business ever functioned without it. A DAM of this scale won’t come inexpensively, but any good digital asset management company will be able to tailor the needs to your business and provide support.
DAM Good Fit For You?
Like anything, a DAM is an investment. It’s one that requires both time and money. Even the simplest digital asset management tools require some level of know-how. Enterprise-level solutions can sometimes require a few days of training. If your company’s culture is not up for that then a DAM is probably not a good fit for you.
Buzzwords come and go but a great service is here to stay. Digital asset management has barely begun its ascent as an industry standard, but with the abilities that it provides it will not be long before DAM is as common of a term as CMS or CRM.
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