THE MYTH – Digital Asset Management is simply a technology implementation
The goal of Digital Asset Management is to make content available to its users. There are many technology providers that profess to have digital asset management systems, which is true only in respect to having built a tool that can store and manage content. Digital Asset management encompasses much more, including the initial (meta)data design based upon user requirements, the processes created for ingesting the content and the ongoing governance to ensure process compliance while keeping the eco-system current and relevant by continually adapting it to the needs of constantly changing organizational requirements, fostering the ability for organizations to leverage their content across all channels and all geographic regions.
THE CHALLENGE – Where is my content? Who has it?
Most organizations are facing an ever-increasing need to access and re-use content. Possible users include marketers and sales teams, websites, social media, ecommerce, e-mail campaigns, retail partners, corporate communications, in-store merchandising, dealers, distributors, etc. Access to available content is becoming more critical to everyone’s daily function. Content requested spans a wide gamut including videos (broadcast and non-broadcast), audio, logos, product imagery, animations, motion graphics, banner ads and other “objects” created for social and digital campaigns.
Without a reliable DAM solution, a significant amount of time and money is wasted every day trying to locate or being forced to re-create content. With today’s business requirement calling for nimble and responsive organizations, there is an unquantifiable cost from missed opportunities because an organization couldn’t react fast enough to a situation. With a greater need to share content on a global scale than ever before, this is becoming mission critical to many organizations. No longer can they afford to rely on a multitude of advertising agencies, vendors and suppliers to house and control their content.
THE OPPORTUNITY
A properly designed and executed DAM platform solution can provide a competitive advantage, eliminate redundant production spend, better empower employees to share available content while spending less time locating it, enable global communication and collaboration, and even work hand-in-hand with other systems that require content, automatically delivering the asset in the precise size and format to fit the intended use.
APR’s SOLUTION
APR has a team of Subject Matter Expert’s that can help you navigate through this terrain, taking the time to evaluate and understand the needs of your organization, and pair back the vast supplier landscape to a manageable number of technology platforms that best line up with your requirements. Once the technology is selected, we can manage the final configuration of the system to ensure the value obtained greatly exceeds the investment. If desired, we can also provide an ongoing center of excellence to provide the proper governance of the system. (Conversely, we can help set up a client-run COE).
Skip Powers, Senior Consultant / DAM Guru
Skip is a hands-on leader, bringing more than 20 years of experience developing customized solutions for clients that create value within their marketing operations and optimize their marketing supply chain. He applies his experience with a wide range of successful implementations to help clients achieve their goals.
His expertise encompasses global campaign implementation, automated implementation, digital asset management, workflow tools, on-site dedicated design teams and workflow optimization solutions across all media. With a focus towards driving a client’s top-line growth while reducing the overall cost of execution, Skip has successfully navigated even the most complex organizations and delivered solutions that are quickly embraced by the client teams, their agencies and suppliers.
Skip holds an MBA in finance from the University of Chicago—Booth School of Business, and a BBA in finance from Iowa State University.
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