Why agencies need to implement Digital Asset Management (DAM) solutions

Sankar Dharmarajan /
LinkedIn
Sankar Dharmarajan
April 28, 2020

Creating content is no longer simple; you must not only create compelling, on-brand content with consistent messaging, but also flex to accommodate different lingual, regional, and cultural demands. And with new market trends popping up on a regular basis, the scale alone can send you into utter panic mode. Using simple file storage tools like Google Drive and Dropbox for uploading and downloading documents from your desktop to the cloud is comfortable. Unfortunately, these systems fall short in both functionality and presentation, eating away at your team’s overall productivity. Fortunately, for
your growing business, integrating with a seamless digital asset management (DAM) platform helps as it is more future proof and you have flexibility to add more users.

Why DAM ?

According to industry experts, marketing technology is a vital determinant of brand success. One of the biggest challenges in advertising and marketing is atomizing and repurposing content. Getting the right content to the right people at the right time is tough, especially when you have to synchronize with teams spread across the globe and need to meet the unique needs of your clients.

When you have upwards of 1000 media files uploaded without a thought on how it is organized, across network drives within your organization or with outside agencies, sooner or later it ends up in chaos. You might struggle to find the one presentation that you urgently need, loosing time in back and forth emails with teammates. These simple inefficiencies are the most common reasons for companies to understand how valuable it is to find exactly the content you need with just a few keystrokes and clicks.

Companies both large and small face the same challenges. They must control this ever-growing volume of different digital assets – photos, videos, documents, presentations, emails and much more, from different sources or this could result in data chaos, duplicate files, wasted time, data mix-ups and an inconsistent brand image. Against the backdrop of rising customer expectations and volume of assets, businesses need an approach to managing their assets that allows them to react dynamically within an increasingly volatile digital environment. This increase in the number of marketing channels, and volume of assets needed to support these channels, underlines the importance of handling and managing digital assets in a secure way.

A basic DAM solution stores and organizes assets making them easier to reuse, propelling development of new content. But that’s just the beginning, DAM systems have the potential to add sophistication to your brand management when fully leveraged. Marketing and design teams create and use the most files in a company, from uploading branded assets for the rest of the organization to use, to incorporating assets into their creative. As such, DAMs are marketing-led and integrate with existing creative workflows.

Finding the perfect DAM

Agencies work with a wide clientele, and an agency with numerous clients can end up handling more assets than the largest enterprise. Over time these assets increase, making it cumbersome to manage and keep track of the libraries of assets and their usage rights management. Moreover, every client meeting needs to be tracked and billed, and the time spent on redundant communications like emails and calls could be better utilized on making a more valuable impact.

With an online digital asset management system (DAM) agencies can organize this flood of information. A DAM software provides a common, secure, and centralized place for storing, organizing, and retrieving files. The files are stored on the cloud, and backed up. But, without the right controls in place users can access expired digital assets or worse accidently delete assets. A DAM system has customizable privacy settings to ensure client assets are secure. This system is flexible to meet the requirements of a small firm as well as a large firm. Users added into the system can be widely classified as ‘Advanced Users’ with maximum rights, ‘General User’ who require approvals for upload/ delete assets and ‘Basic Users’ who have only view permissions. Here, privacy settings can be configured down to a single asset, on how the asset can be shared, or by setting the expiry date of the asset.

In addition, most DAM systems also support extensive audit trails or logs of all activities to help understand who is using the assets and how. So, when an asset is uploaded or something is moved, modified or deleted, the administrator will be able to find out who did what and when. Additionally, many digital files have restrictions and rights that must be monitored and respected. Audit trails can be the source of numerous insights into troubleshooting why a DAM solution may not be delivering ROI, also finding some hard evidence for modifications which can optimize adoption.

Making assets your asset

Delivering a consistent and distinct brand image requires agile tools to aid the collaborative process. JD vault is a scalable Digital Asset Management (DAM) system that can be configured and adjusted to match your needs. Agencies can use our powerful Vault engine to adapt to exact requirements while still providing the overview and performance clients need.

JD Vault is a complete, secure and effective workflow solution that can help agencies store, organize, find, retrieve and share digital content. The robust metadata and tagging features help organize the assets for future references. Assets can be ingested individually or when there are many assets to deliver, the assets can be uploaded using the Bulk Upload feature. This lets you create upload batches containing your asset files along with the asset metadata, in a separate file. User access rights can be added to every digital asset that is uploaded. You have total control of where and when the digital assets are used. You can also replace or let them expire once they have served their purpose.

The ability to quickly find, distribute and share digital files is critical for efficiency. Using the easy and comprehensive search functions – the search bar and filters you can find all relevant content. Specifying a variety of filtering criteria helps you find assets, you can also save these filters to create automated workflows for repeated search tasks.The preview function allows the assets to be viewed before they are opened or downloaded, this helps reduce the search time.

Reports help prove content ROI, optimize campaigns and plan future road maps. You can create monitoring dashboards that can be made accessible to your client, for them to monitor the asset analytics. In the trends report, rather than just raw numbers, the top and daily asset trends are depicted as a stacked bar graph and line graph for a holistic view of the – asset views, downloads, and shares. The Usage report provides the asset storage data and its usage patterns graph. This gives a great overview of what’s happening with the assets. All the client collaborations and approval processes in JD Vault are permission controlled to maintain security, ensuring that all information remains confidential.

A DAM platform is about logistics, and tools like Dropbox and Google Drive do a great job of storing files. Beyond offering cloud storage, a DAM solution offers tools that empower marketers and creatives to focus on core tasks. Choosing the right DAM will pay out even after your business with your client, since it is a better pay off for them and more efficient agency image for you.

DAM is the Key

The DAM is business critical. It is the key to managing the content lifecycle. It provides a streamlined coherent system with quick access to all collaterals at the click of a button, allowing agencies to focus on creative work, quality and compliance assurance. Organizations will be able to increase their return on investment and focus on other strategic business operations.

At the time of writing this article, COVID – 19 precautions and policies compel organizations to embrace remote working. Companies are now focusing on improving their online marketing presence. As ecommerce has emerged as prominent point of sales, DAM has become even more crucial to keeping the content workflow running smoothly. Learn more about JD Vault for managing your digital assets here

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About the author:

Sankar currently heads Product Management at the Ad2pro Group. Prior to this, he has worked for industry leaders such as [24]7.ai as well as early stage startups, shipping both enterprise and consumer products. He is a seasoned product management professional who is passionate about building products that enhance people’s lives.

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