You may have heard the metaphor that a business is like a building. If the foundation, planning, and structures are strong, the business will be strong, too. But did you know the same metaphor can apply to an organization’s digital asset management?
A digital asset management architecture is essentially the structure of your DAM strategy. It takes careful planning and teamwork to get it right — but with the help of the best available tools, a strong DAM architecture sets your organization up for long-term success.
This guide will cover the ins and outs of digital asset management architecture, including:
- What is a digital asset management architecture?
- Elements of a great digital asset management architecture
- The best DAM tools to support your digital asset management strategy
- Choosing the right DAM platform
Managing your digital assets is like building a house, but that doesn’t mean you need to hire a professional architect. Read on to learn how your team can lay the foundation for better, more reliable workflows.
The Basics of Digital Asset Management
Before getting into the details of digital asset management architecture, let’s start with the basics. What is digital asset management, and why does it matter? If you’re familiar with the martech industry, you’ve probably heard the term before. However, with so many platforms and DAM tools out there, it’s not always clear why this software is so important. Here’s what you need to know.
Digital Asset Management Definition
Digital asset management (DAM) is both a process and a technology. As a process, it means the storage and organization of all types of digital files, such as videos, written content, photos, animations, and more. This might be done through a variety of platforms — such as your CMS, hardware storage, and emails — or through a centralized DAM platform. All organizations participate in some form of digital asset management with or without a designated tool.
Digital asset management software provides a secure central repository to store digital media. DAM technology can be on-premise, meaning the repository is stored in installed hardware in your workspace and can be accessed offline, or cloud-based, meaning your files can be accessed anywhere in the world. Although there are advantages to both, cloud-based DAM offers more flexibility and convenience for modern teams.
DAM software is generally seen as a marketing tool, but its benefits go beyond creative content operations. Every organization, regardless of their size or industry, will benefit from DAM. Examples include:
- Healthcare organizations
- Financial organizations
- Consulting firms
- Nonprofit and charity organizations
- Insurance providers
- Real estate professionals
Benefits of a Great DAM Platform
The best digital asset management software is designed to reduce errors, improve organization, and streamline content ops. In short, a great DAM platform will make your workflow process easier.
The most significant benefits of a high-quality DAM include:
- Increased efficiency: Storing and retrieving files across a variety of platforms slows down your workflows. DAM allows team members to instantly access any file they need, getting projects to completion faster.
- Reduced risk of errors: DAM platforms come with version control, automation, brand guidelines, and other features to reduce errors in the content creation process.
- Improved security: With serious data encryption and access controls, DAM reduces the risk of data breaches.
- Easier collaboration: Cloud-based DAM systems offer remote access, making it easier to collaborate with external agencies and stakeholders.
- Brand consistency: Using a single centralized platform for sharing and collaborating on digital assets helps to maintain a consistent brand. In addition, many DAM platforms offer brand management features to support creative teams.
- Simplified content reuse: The best DAM platforms make it easy to revise and reuse content across multiple platforms without starting from scratch. Content reuse is a proven way to boost your ROI.
What Is a Digital Asset Management Architecture?
Now that we’ve covered DAM as a system, let’s take another look at DAM as a process. Whether your team uses a designated DAM platform or not, you must have a clearly defined digital asset management strategy to support creative output, maintain your brand, ensure compliance, and stay organized.
According to recent research, around 94% of workplace issues are systemic, which means they are not caused by individual behavior. The strategies and processes your team relies on form the structure for successful workflows. In other words, productivity starts with a strong foundation.
When it comes to enterprise content operations, that foundation is a great digital asset management architecture. A DAM architecture is the framework for your DAM process. It must involve all team members and incorporate the best DAM tools.
If you work with a cloud DAM provider like Aprimo, you’ll have access to a support team that can help you establish a healthy DAM architecture and customize your system. However, it’s also important to work with your staff and partners to optimize your DAM processes. No two organizations are exactly the same — like other business structures, your team’s DAM architecture should be a tailored fit to your specific needs.
Elements of a Healthy DAM Architecture
Building a healthy DAM architecture is an ongoing process. If your team’s current DAM architecture isn’t a good fit, there’s no need to panic — it may be time to reassess your system, search for new tools, and re-train team members on the important elements.
Again, every organization’s DAM architecture should be unique. However, there are a few common elements that every system should cover. Here are the top elements of a healthy DAM architecture that will help your team optimize your content ops.
Strong Metadata Management
Metadata management is the process of defining and organizing datasets. A dataset might be a file category, such as video or audio files, a collection of content organized by date, or another categorized group of assets. Although metadata management is not the same thing as digital asset management, it is an important aspect of a DAM architecture.
DAM platforms provide tools to automatically categorize metadata within the central repository. However, it’s important for teams to establish their own metadata management strategies. That includes:
- Establishing vocabulary to refer to different types of files
- Defining how file types will be named within the system
- Understanding folder hierarchies
- Knowing how to search for a specific file
The best DAM software makes it easy to manage your metadata — just make sure your whole team is clear on your naming conventions, search tools, and other standards to make the management tool as effective as possible.
Designated Roles & Responsibilities
Every team member involved in the DAM process plays a specific role. It’s important to establish leadership and collaborative roles at the outset. This helps to keep the system organized and prevent miscommunication.
Access is one element to consider when designating roles. Although DAM systems are designed for accessibility, they also come with permissions features to protect certain classified files. Every team member should understand their level of access — whether they can retrieve any files in their department or are limited to one project at a time. This applies to external stakeholders and agencies as well. In addition, a team leader must take on the role of granting and limiting access within the DAM system.
Similarly, someone within your team should be responsible for maintaining the DAM system. That might include cleaning out old files, conducting audits to make sure everything is running smoothly, and updating the DAM software. Establishing these roles is particularly important for a remote or hybrid team, as it will ensure the DAM system works for everyone without in-person communication.
Open Lines of Communication
Speaking of communication, the ability to communicate and ask questions about your DAM process is one of the most important features of a healthy DAM architecture. According to a recent report, poor communication can cost businesses over $12,500 per team member, per year.
Effective DAM streamlines workflows, leading to improved productivity and increased content output. However, this is only true if every team member understands and participates in the DAM process. That’s why it’s so important to maintain open lines of communication between team leaders, creative professionals, external stakeholders, and other departments within the organization. Team members should feel comfortable asking questions or pointing out flaws in the DAM system.
Great communication about DAM starts with training. When switching to a new DAM software provider or making other significant changes, take the time to make sure everyone is informed about their roles and knows how to use the platform.
Routine Audits
Establishing a healthy DAM architecture is not a one-time job. The architecture needs to be maintained and updated as a team’s content operations grow. Routine audits assess the health of a DAM architecture, identify flaws, and seek ways to improve the system.
Conduct an audit of your DAM architecture at least once per year or after any major change to your team’s structure, such as implementing a new software program, downsizing, or bringing on new team members. Here are a few questions to consider when assessing your DAM system:
- Is the system working for everyone?
- Are team members collaborating or storing assets outside the DAM platform, and if so, why?
- Does everyone understand their role in the DAM process?
- Does the DAM software meet your organization’s needs?
- Are your content operations as efficient as possible? If not, what changes can be made to reduce roadblocks?
- Are all digital assets stored in your DAM library secure?
The Right Tools
Finally, a great DAM architecture requires the right software tools. That means a high-quality enterprise DAM platform, but that’s not all. Other tools may play a role in your content management strategy, such as a CMS, content editing software, social media management app, and more.
If your DAM platform doesn’t integrate with the software your team uses every day, it might be time to look for a new DAM provider. The best platforms offer integration with a wide variety of apps and services. When every tool in your content ops arsenal works together, productivity thrives.
How the Best DAM Software Can Support Your DAM Architecture
DAM software isn’t a requirement for a DAM architecture. Many organizations manage their digital assets without the help of dedicated software, using the elements and strategies discussed above. However, as an organization grows and its content needs become more complex, DAM software makes things much easier — and more secure.
The best DAM software platforms offer customizable features, automation, user-friendly interfaces, and intuitive access controls to complement every phase of your digital asset management process. While DAM software won’t build your digital asset management architecture, it can put the finishing touches on the strong foundation laid by your team.
The Right Digital Asset Management Platform for Your Team
When you are perfecting your team’s digital asset management process, the best DAM tools make all the difference. But not all DAM platforms are created equal. Look for a flexible, cloud-based DAM software that offers a wide range of features and scalable plans to grow with your business.
Aprimo is a global leader in efficient, customizable DAM solutions. Whether you’re implementing DAM software for the first time or need to switch to a better platform, Aprimo’s digital asset management tools will fit your team’s needs. Start with a live demo today to see if Aprimo is the right platform for you.
Digital Asset Management Architecture FAQs
Do you need a digital asset management architecture?
Your team already has a digital asset management architecture, whether you’re aware of it or not — it’s the strategies and processes you use to store, share, and organize your digital files. Improving your digital asset management architecture will boost workflow efficiency and lead to better productivity.
Is a DAM architecture the same thing as a DAM platform?
DAM architecture refers to digital asset management as a process. A DAM platform, on the other hand, is a software tool used to expedite and streamline your DAM process. The right DAM platform will complement and support the DAM architecture established by you and your team.
How often should you reassess your DAM architecture?
As your organization grows and your content ops develop, you may need to make changes to your DAM architecture. Conduct an audit on your DAM architecture at least once a year to make sure it’s meeting your needs. Whenever you notice roadblocks in your content ops, miscommunications, or slow processes, consider changes — such as adding new tools or re-training team members — that will make your DAM architecture healthier.