Dipping into DAM Navigating a complex landscape

Marketing is only getting more complex. As more and more channels land on the market, as customers demand experiences that meet their specific needs, as scaling content production becomes more and more vital, marketing teams need a flexible way to manage their thousands of assets. According to the CMOs surveyed in Gartner’s 2019-2020 CMO Spend Survey, “creating and managing content now accounts for the second highest area of marketing spend across marketing programs and operational areas.”

But managing assets is just the beginning.

Most marketing teams don’t know exactly what they’re looking for in an asset management solution until the need rears its ugly head at the worst possible moment.

Marketing teams need to prepare for changing markets now by digging into the details of what a digital asset management system can do for them—from its base capabilities to critical integrations to make it easier on the end user, such as an Adobe Creative Cloud integration to DAM.

Uses of DAM

First, you need a clear idea about what marketing teams everywhere actually use a DAM for. Here are a handful of use cases that organizations have used Aprimo DAM for:

  • Storing thousands of marketing materials in a single place—including the ability to create, find, update, and review.
  • Organizing marketing materials with taxonomy and metadata, made more effective with AI that automatically tags content with appropriate metadata.
  • Streamlining reviews and approvals for every piece of content.
  • Managing digital rights of material to ensure every piece of content is compliant with any regulations governing marketing content in a given industry.
  • Maximizing reuse of content, so it can be found and then used as many times as appropriate to get the most ROI from each piece.
  • Analyzing asset usage and engagement to drive a marketing strategy based on real user data.
  • Scaling personalized customer experiences to get marketing messages into market faster.
  • Allowing a remote team work together seamlessly.

The range of base capabilities of any given DAM is broad, so it’s always best to know as much as you can about your needs before you get too far down the DAM path. As you’ll undoubtedly find, some DAMs can handle just one or two of the above uses, but the real value of a DAM is the ability to support those use cases as your needs grow. Achieving those objectives are, of course, just a taste of what marketing teams and their partners can do with a DAM.

DAM: The Swiss Army Knife of content solutions

DAM capabilities rapidly expand when teams start integrating powerful software with the main DAM solution. A solid DAM makes the entire team work more efficiently. Why? Because every corner of the team can use the tools they’re already familiar with—nothing has to change for design teams using Adobe Creative Cloud or sales teams using Salesforce or any number of other tools, they can simply keep using those tools in the new DAM.

Not every DAM is created equal when it comes to integration offerings, but having a robust library of DAM integrations is what Forrester, Inc. believes makes a leader among DAM offerings.

Figure out all of the software that your teams use every day and then determine if the DAM in question can integrate that software. Does it support a Slack integration? How about Microsoft Office Suite or Google Docs? Most integrations with either help you “ingest” content into the DAM—by uploading a document directly from Creative Cloud—or your content—like a web developer building a new website with the latest content in Episerver.

Ultimately, though, the “how of an integration” is secondary to what the end result of an integrated content operations ecosystem enables your teams to accomplish. Remote teams can work together more effectively, regardless of distance. Team-wide transitions onto DAM are smoother if teams can use the tools they’ve always used.

A DAM can make your entire work experience smoother, simpler, more intuitive—if it offers the third-party integrations you need to enable it.

Time to get started with DAM

Every team’s needs are different. That’s one of the reasons many marketing and content creation teams have trouble defining their own pain points—you can’t identify a solution if you haven’t identified a problem.

DAMs have an incredible range of uses. All of them, though, are focused on making marketing work more efficient.

Have more questions about what a DAM can do for you? Download our DAM Buyer’s Guide for some deeper insights into the kinds of questions you should be asking about a DAM’s capabilities.






About the Author

The Aprimo Mobilizer represents a collection of experts at Aprimo who have specialities across every industry we serve. From in-depth analysis to groundbreaking ideas, articles published under Aprimo Mobilizer demonstrate some of Aprimo’s brightest minds addressing complex marketing challenges.


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