Digital Asset Management (DAM)
What to Know Before You Go
There may be many good reasons to implement a DAM system within your organisation; not the least of which is identifying, centralising, and making accessible valuable assets for use and reuse within an organisation. And while that is a worthy and most formidable goal to assume, there must be an opportunity to stand back and ensure the problems are being solved with this DAM solution. Knowing your problem to solve will be your greatest starting point on your DAM journey, and from there more questions may then be formed. First and foremost, the problem of who is your audience and what are their problems to be solved is paramount to success. Take the time to understand the usage scenarios; who will be using the DAM and what procedures / output do they need?
A fully integrated DAM can be much more. It’s a critical component of your martech ecosystem. It enables
you to present a consistent brand to the world. Your DAM encourages the use of assets along new, often consumer-defined channels and content lifecycles while protecting critical content where needed.
DAM is not a project, a temporary assignment to IT or Marketing whereby temporary resources and monies are assigned to try and fix something. DAM is much more than this. It’s an operational asset to be financed, resourced and managed like any other critical product and/or service found in an organisation.
