Stop wasting money re-creating marketing photos, images and video assets
Many of our customers have expressed the same concern: managing digital assets are painful. Digital assets are difficult to find, share, and repurpose. The hidden costs of managing digital assets are painfully evident every time we encounter a trove of images, audio, video clips, animations, and other rich media assets. In many cases, marketing funds are wasted because it was easier to re-create an asset from scratch rather than to leverage something your organization already owns. This problem is slowing your marketing organization to a crawl and burning cash at an increasing rate. On the bright side, these costs can be contained. A large pharmaceutical organization saved $14 million from asset reuse and low cost sourcing.
Many organizations have identified this problem and have attempted to resolve it by leveraging an existing enterprise content management system. The major drawback with this strategy is that some of these systems were purchased for an entirely different purpose, such as document management. Many of these systems were not designed to handle marketing workflows or rich media assets such as photos, illustrations and video. This reality is clearly evident soon after a project rollout and an audit exposes the weak adoption and utilization by marketing organizations.
Other organizations have taken the approach of purchasing out of the box digital asset products that operate more like a rich media library or "vault". Many of the "vault" products are difficult to customize to fit your business processes or marketing workflows, which makes it difficult to re-use assets for the web or mobile devices, connect with creative professionals or external partners, or adapt content to diverse customer segments.
As a result, marketers quickly return to the default process: working with creative professionals in a disconnected, clumsy process over e-mail, FTP, or network shares. With hard deadlines for product launches and marketing campaigns, there is intense pressure on the team to produce an asset (product shot, advertisement, etc.) and publish the asset across the web, mobile and social platforms. The problem exacerbates when we try to leverage these assets for different organizations, partners, or geographies. Since the marketer didn't have the right tools and circumvented the process (or lack thereof), many cost saving tasks were skipped such as tagging with appropriate metatdata, reviewing the asset among necessary stakeholders, saving unique versions, the list goes on…
Does this sound familiar? What steps have you taken to optimize the use of creative and digital assets in your marketing organization?