Jan 22, 2014

Stop Wasting Money Mismanaging Your Digital Assets

Posted by Elliot Sedegah

Mar­ket­ing bud­gets, dig­i­tal images, videos, and other rich con­tent aren’t easy to come by. How­ever, we waste money, lose cus­tomers, and/or miss oppor­tu­ni­ties by mis­man­ag­ing our dig­i­tal assets. Mar­kets today are global. To be com­pet­i­tive, we must be ready to max­i­mize our dig­i­tal assets to strate­gi­cally mar­ket our prod­ucts and ser­vices in as many chan­nels and geos as pos­si­ble. Hav­ing a uni­fied strat­egy to man­age our dig­i­tal assets will help us increase rev­enue and get our mes­sage to our customers—at scale.

Wast­ing Resources in Dig­i­tal Asset Silos

We are all famil­iar with the old way of doing busi­ness. Mul­ti­ple teams com­mis­sion redun­dant photo shoots and dupli­cate mar­ket­ing assets for our organization’s prod­ucts and ser­vices. If you visit dif­fer­ent dig­i­tal prop­er­ties (mobile sites, apps, web­sites, etc.) and phys­i­cal loca­tions of the same brand, it is pos­si­ble that you’ll see dif­fer­ent images of the same item.

The truth is, it is very dif­fi­cult to main­tain brand con­sis­tency across sites and mar­kets. In many cases, each chan­nel cre­ates its own dig­i­tal asset man­age­ment (DAM) strat­egy and thus becomes an indi­vid­ual silo. It is likely that each mar­ket­ing team is not shar­ing its dig­i­tal assets with other inter­nal or exter­nal teams, so money is wasted because each team has to recre­ate the images and develop its own mar­ket­ing cam­paign. This redun­dancy is bad for busi­ness. Each mar­ket­ing team incurs the cost to cre­ate the images, and the brand con­sis­tency for the prod­uct glob­ally deteriorates.

Wast­ing Resources in a “Dirty DAM”

“I know this image/video should be in the DAM, but I can’t find it.” Many orga­ni­za­tions have a cen­tral place to store assets, but some users still can’t find them. This is what I call work­ing in a “dirty DAM.” Not too dif­fer­ent from a dirty room, the disorganization/messiness makes it hard to locate what you need, when you need it. Because of the lack of orga­ni­za­tion, count­less hours and resources are wasted search­ing for assets that may or may not exist. Sev­eral tac­tics can help ensure that this hap­pens less often. Just like search engines such as Google depend on text and key­words for rapid search, your dig­i­tal assets depend on meta­data, tags, folder struc­ture, and other inher­ent prop­er­ties for improved search quality.

Man­age Dig­i­tal Assets Strategically

To effec­tively mar­ket our prod­ucts, we must be able to deliver dig­i­tal assets across all our dig­i­tal prop­er­ties (sites, mobile apps, etc.), phys­i­cal prop­er­ties (e.g., stores and ban­ners), and ven­dors (e.g., resellers). Mar­keters must take a cen­tral­ized approach to man­ag­ing their dig­i­tal assets. Dig­i­tal assets are one of a company’s most valu­able assets. Prop­erly lever­ag­ing and posi­tion­ing these assets can reduce cost and increase oppor­tu­nity for your company.

Stop and think. How much money is your orga­ni­za­tion wast­ing recre­at­ing or mis­man­ag­ing dig­i­tal assets?

This post was previously published on the Adobe Digital Marketing blog, January 22, 2014.


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