Change is permeating businesses across industries. From adapting to customers’ desires to improving processes and technologies, it’s everywhere. Customers are demanding seamless digital experiences and consistency of message and content across all channels. On the other hand, business marketing stakeholders are seeking a robust platform that can streamline asset creation, content versions, manage marketing campaigns, and optimize assets in real time for a multi-device, multi channel world. A DAM system is a perfect solution for all the above. It enables a unified brand experience along with a standardized brand messaging for the end consumer.
As a marketer, if you think it’s too early to think about a digital asset management (DAM) platform, the estimates about its projected growth should tell you why 2017 is the year to go for it.
The DAM market is expected to grow from $1.42 billion in 2015 to $5.36 billion by 2020, according to research by Research and Markets, an independent research firm.
The ROI of DAM
Effectively deployed, a modern DAM solution can give marketers the strategic advantage needed to address today’s dynamic challenges. Here are the top 6 reasons why DAM can be a boon for marketing.
1) Accelerate Global Product Launch
A DAM system can effectively manage your digital marketing assets, brand assets and anything else that is associated with building and marketing your brand. This means you now have more consistent, most accurate and up-to-date digital assets in hand. Additionally, a modern DAM solution allows marketers to preview and edit rich media contents that are required to support today’s responsive, cross-channel digital experiences. This enables marketers to quickly find digital files (pictures, logos, videos, etc.), accelerate time to delivery of marketing campaigns, and help launch new products more quickly.
2) Analyze Which Digital Assets Produce the ROI
As organizations become more data-driven, marketers need to know at a granular level which assets deliver the most consumer engagement and value. For instance, how much time are people spending in watching videos, images, infographics or webinars? Are they looking at them till their completion or turning them off after a glance? On what device was a given content consumed most? One of the most valuable tools associated with digital asset management is tracking and reporting, which allows decision-makers to analyze which digital assets have produced the ROI.
3) Provide the Right Content to the Target Group
The on-site behavioral targeting feature of DAM creates a unified customer profile and provides the organization with the complete picture of the customer. This feature in DAM helps define both global targeting groups and advanced personal profiles. Most importantly, this helps a marketer to provide the right content to the right target group and trigger personalized offers – thereby engaging more effectively with their audience.
4) Centralizing Workflows
The central control that DAM provides sets a foundation for easy communication and allows all the team players to be on the same page at the same time. This mitigates inefficiencies and greatly reduces the possibility of workflow errors and redundancies. Additionally, DAM provides robust security, metadata, search and workflow capabilities — along with the scalability to support thousands or even millions of SKUs or assets.
5) Incredibly Fast and Easy to Manage and Enrich Assets
When it comes to digital assets, marketers need a unique interface that makes it incredibly fast and easy to manage and enrich assets. Unlike traditional digital assets and rich media publishing platforms, the next-generation DAM provides the most user-friendly and streamlined experience to manage and publish digital assets across all channels.
6) Multiple Iterations of the Content Made Easy
With a rapid increase in channels and touchpoints comes the need to create multiple iterations of the same content. This means making all those small changes to individual pieces of content. The DAM software enables faster and hassle-free creation, storage, search and distribution of marketing content.
Ready to Get Started?
So, with all these benefits in hand, there’s no reason why a business should not use DAM today. By implementing the next-generation DAM solution, enterprises are speeding time to market, boosting marketing agility, avoiding duplication of effort and rework, and collaborating more closely with internal team members and customers.
Are you a marketer? What’s your experience with DAM software such as Pimcore or any other next-generation DAM? Feel free to share your views in the comments section below!
Vandana Singal is the Sr. Functional Consultant for Happiest Minds’s Pimcore practice. She has over 16 years of diverse experience in the information technology. She began her career as a software developer and has in her career managed multiple projects, application development and IT teams. She has handled large accounts and offshore delivery for the large IT services company and has led large multi-million dollar deals. Vandana has a Masters Degree in Computer Sciences and is a certified PMP from PMI.
