Be honest: Can your marketing team access the assets they need, when they need them?
Marketing is notoriously fast-paced. When you’re running multiple campaigns simultaneously across different channels, your team needs to be able to respond quickly to emerging trends and competitors.
And, when content is at the heart of everything you do, having easy access to the assets – the images, videos, social post templates, email headers and brand guidelines – supports that speed. If your existing system (of shared drives and spreadsheets) slows them down, then you have a problem.
So, how do you solve this?
61% of organisations now use a Digital Asset Management (DAM) system to offset these challenges. They know having instant access to the right assets can help your team become more agile.
Why digital asset management matters for marketing teams
We’ve mentioned this before, but some employees could spend up to one full working day per workweek looking for files.
Not only is this inefficient, but it’s potentially damaging to your brand, too.
If there are multiple versions of the same asset circulating amongst your team, it’s hard to know which one then gets distributed. A LinkedIn post could go out that uses an outdated brand colour. Or (worst of all), a campaign launch may get pushed back because of delays with the collateral.
A DAM system offers your team instant access to a single source of truth. DAMs offer version control, keep everyone on-brand, and you can control who has access to what.
That way, you don’t have to worry about sales going rogue with an out-of-date logo. No, we’re not talking from experience at all.
How a DAM system helps your marketing team
A DAM system is a searchable repository where users across your organisations can store, organise, retrieve, and share digital assets instantly.
Centralised system
All your assets are stored in the same location. No more hunting across drives, devices, or emails – DAM is a single system that everyone can access!
Intelligent search with metadata
Files can be tagged with relevant data; associated campaigns, channels, file type or copyright. Users can filter by date, status or custom categories, so you can find what you’re looking for in seconds (not one working day).
Version control
Within your DAM system, you’ll always be able to access the current approved version of any file. Previous versions are archived, but accessible. Outdated assets can be set to automatically expire after a set period of time, so you can prevent accidental use of old content.
Permission management
Retain control over who can view, download, edit, or share the assets within your DAM system. Relevant assets can be shared with an external agency with limited access. You can also track who uses what, so sensitive materials or intellectual property stays safe.
Marketing tool integration
Some DAM systems can connect directly with your CMS, design suite, and social channels. Assets can be pulled from the DAM to other channels in real-time. You save time on manual transfers, and streamline the team’s workflow in the process.
Key benefits of digital asset management for marketing managers
Naturally, anything that helps teams increase productivity and efficiency is a huge benefit for management.
Speed and efficiency
Some users report an up to 70% reduction in asset search time when using a DAM system. Designers can start a task immediately (no waiting for the latest assets), and campaign managers can audit existing collateral before requesting new resources. Plus, your social media team can respond quickly to new opportunities or challenges.
Brand consistency
One of the biggest benefits of using a DAM is that the business only has access to approved assets. Outdated logos or colours can be used, your agency has access to the same assets, for a guaranteed brand experience across all channels.
Increased content ROI
Within your DAM, it’s easy to find and repurpose existing designs and assets for new purposes. You could – potentially – reduce external photography or videography costs by being able to identify (and close) gaps in your content library.
Choosing the right DAM system
There are a number of DAM systems available on the market. The key is to choose the one that best suits the needs of your organisation.
We use Telescope’s DAM daily for catalogue production and client digital asset management, which means we can support our clients who use it, too.
It’s purpose-built to support marketing operations and can link your digital assets wherever you need them, from your website to Google Shopping feeds and your PIM system.
We’ll work with you to plan your data migration and establish standardised naming and tagging for assets and metadata. The system grows with your business, and you can rely on us for ongoing support – we understand the technical setup because we live in it every day.
Getting started with digital asset management
Marketing teams need access to systems that support their agility, not slow it down.
If your current approach to managing assets is creating bottlenecks, delays, or general frustrations within your team, implementing a DAM system could radically change how your team operates.
We help marketing teams implement DAM systems that help – not hinder – your productivity. We understand both the technical setup and operational reality of using a digital asset management platform, and can provide ongoing support beyond your initial data migration.