The Digital Asset Management Resurgence

The Digital Asset Management (DAM) market is predicted to grow to $5.66 billion by 2022 (martechtoday.com); doubling in size over 5 years. The significant growth of this MarTech category is not unexpected, as the attention economy gathers pace and “always on campaigns” create a significant pressure for all marketers to manage their content and assets more efficiently. Greater levels of automation and AI, best practice marketing process, high levels of centralised accessibility, enhanced agency collaboration and better user adoption are high on the agenda for many Marketing Operations Directors.

Businesses with well-managed, consistent brands are worth up to 20% more than those that aren’t” (Techipedia)

The need to effectively organise and centrally store your digital, brand and marketing assets is non-negotiable for ambitious brands. The mature business case and ROI models have propelled DAM and Content Management systems to number 1 in the tech stack priority list for the Marketing Ops Teams, who ultimately are accountable for marketing governance, campaign metrics, marketing technology selection and process improvement.

Marketing operations is certainly not the sexiest part of marketing, but it is becoming the most important one. With businesses unable to keep pace with evolving consumer behaviour and the marketing landscape, the pressure is on to put marketing operations—skilled people, efficient processes, and supportive technology—in a position to enable brands to not just connect with customers but also shape their interactions. (Mckinsey)

Control your content

With marketing budgets stretching to as much as 40% of total revenue, the amount invested in marketing assets is huge. Controlling how these assets are accessed, re-used and repurposed can save organisations hundreds of thousands of dollars every year.  From social playbooks, photography and 360-degree content to video, packaging artwork and brand guidelines, a Digital Asset Management will digitally transform how content and assets are stored, accessed and re- used. A DAM will often provide the following features:

  • store, tag and search for assets
  • build taxonomies and usage rights
  • approve, distribute and publish content
  • digitally store brand guidelines
  • align people and campaign process
  • personalise and localise content

Driving advocacy

Consumers are pushing brands to deliver instantaneous, consistent content that will drive advocacy and trust. A centralised DAM with CMS and brand portal will enable;

  • permission based access to critical content and assets
  • eliminate lost assets and provide full multi-channel visibility
  • maintain brand consistency across channel and country
  • accelerate creative and production cycles
  • reduce campaign time to market
  • deliver digital brand management

To read more about how BrandMaster was successfully utilised to manage Helly Hansen’s marketing assets please click here.

If you’d like more information on other BrandMaster case studies including Mercedes Benz, Careem, O’Learys and BMW please contact us below.

 

By Anil Noorani, Managing Partner, TKM Consultants

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