Stop Wasting Money Mismanaging Your Digital Assets
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.