TMCnet Feature
May 18, 2020

How DAM Helps Digital Transformation

Traditional marketing techniques are a thing of the past. Today, marketers need to be on top of digital changes to understand customers and serve them. In this digital era, marketers need to adopt digital tools to keep pace with the dynamic demands of customers.

One of the technologies driving digital transformation for marketers is Digital Asset Management (DAM). Read on to learn more about how the developments in digital asset management technology are driving marketing digital transformation.

What Is Digital Transformation?

The term digital transformation refers to the integration of digital technology into areas of business. It affects how an organization delivers value to its customers. It also marks a new way of thinking in how an organization uses technology.

Any department in a company can use digital tools to improve their operations, from marketing to finance, or product development. Different companies take this transformation process in a different way. A 2017 study on Digital Maturity and Transformation found mature companies usually integrate digital technologies to transform their business processes. In comparison, new companies tend to use separate technologies to solve individual problems.

Here are some takeaways from a number of digital transformation statistics:

  • Companies are increasing investment in digital transformation—40% of technology investment will go to digital transformations. Technological disruption spans all industries which need to transform themselves digitally to keep up with new opportunities.
  • Increasing adoption—70% of companies are in the process of digital transformation or already have a digital transformation strategy in place.
  • Organizational benefits—companies implementing digital transformation strategies reported improved operational efficiency and faster time to market.

There are a number of reasons embracing digital transformation is essential for business strategy:

  • Increased customer expectations—companies require more agile services and networking to attend to increased customer expectations. Integrating digital tools gives organizations a way to improve operational efficiency and customer experience.
  • Security is a top business priority—organizations are storing and moving more data while trying to keep this data secure. Implementing security solutions can ensure a strong security position, protecting the company and customer’s data.
  • Stronger collaboration—there is a new way of work that involves collaboration despite the fierce competition. Managing the relations between suppliers, distributors, and third-party agents requires maintaining a level of consistency at the brand and operational level. Digital transformation offers the means to do it.

At the center of digital transformations lie the customer experience. Customers want relevant content that meets their needs anytime. Companies try to satisfy these expectations by investing in technology that can help them deliver more value, faster, to customers. Delivering relevant content anytime and anywhere is a top priority for organizations.

What Is a DAM System?

It is a software solution built to improve the management of rich media assets in organizations. A digital asset management system organizes, shares, stores and distributes assets, and optimizes workflows.

The key features of a digital asset management system include:

  • Centralization—the DAM acts as a central repository to store and organize content.
  • Organization and searching—the system enables users to easily find files by using smart tagging and category filters. Some DAM solutions create image tags, making the search more intuitive.
  • Distribution—DAM solutions distribute the content from the central repository. This streamlines the workflows for marketers. In addition, DAMs provide version control, ensuring marketers will always distribute the last version of the content.
  • Control access to content—controlling who can access sensitive or proprietary content is one of the priorities for organizations. DAM solutions enable you to implement role-based access controls even within the same team.
  • Automatic file conversions—some DAM solutions automatically convert the file format according to the target browser or device. This results in automatic image optimization, saving time and effort to photo editors.
  • Analytics and reporting—digital asset management platforms track how assets are used. These solutions also provide reporting so you can know which assets are being overused.

Use cases for DAM solutions include:

  • Distributed teams—working with internationally distributed teams can be chaos if not organized properly. Digital asset management helps to keep brand consistency across offices by simplifying content sharing and updates.
  • Re-branding—there is typically a transitional period where the old branding and the new coexist. Using a digital asset management system can help by providing a single source for all new brand materials.
  • Aligning sales and marketing—part of the marketing team’s work is providing sales teams with relevant content, such as promotional and presentation materials. A DAM takes the burden off marketing teams by providing a central repository of resources the sales team can access from anywhere. Using a DAM, marketing teams just need to update the materials to make media instantly available.
  • Mergers and acquisitions—companies going through mergers or acquisitions face challenges such as consolidating brand assets or rebranding. A DAM can be particularly useful as a single source of truth when auditing assets.

How Can DAM Power Digital Transformation?

By making content easily available for all stakeholders, DAMs help companies to optimize business processes. DAMs enable companies to achieve agility in their workflows by sharing relevant content to the right user at the right time.

DAM provides clear visibility of the digital assets. This improved visibility enables marketers to have more control over asset usage in different campaigns, improving the time to market.

Digital asset management not only improves marketers’ work, its impact also expands to other departments. By streamlining the working processes, DAM creates a ripple effect of organizational transformation. Digital asset management then becomes a critical component of the digital transformation of a company.


Author Bio: Leah Fainchtein Buenavida

I'm a technology writer with 30 years experience, covering areas ranging from fintech and digital marketing to cybersecurity and coding practices.

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