DAM die Grundlage der digitalen Strategie
Was ist ein DAM?
Ein Digital Asset Management System ist ein zentralisiertes Lager, in dem Unternehmen eine große Anzahl digitaler Medien wie Bilder, Grafiken, Layouts, PDF-Dateien, Dokumente, Webseiten, Videoclips, Social Media-Posts und Audiodateien effizient speichern, organisieren, verwalten, darauf zugreifen und verteilen können.
Wie ermöglicht ein DAM eine effektive Vermarktung von Inhalten?
Ein robustes DAM bietet Ihnen Vorteile, die sich über den gesamten Lebenszyklus von Inhalten erstrecken – von der Erstellung über die Verwaltung bis hin zur Verteilung und Speicherung, so dass es Ihrem Unternehmen hilft, die Herausforderungen des modernen Content-Marketings zu meistern.
Ein DAM fungiert als eine so genannte “Single Source of Truth” für Ihre Marketingorganisation. Es führt Menschen, Prozesse und Daten zusammen, um viele wichtige Workflows für die Vermarktung von Inhalten – einschließlich kreativer Zusammenarbeit, Überprüfung und Genehmigung von Inhalten, Markenmanagement, Versionskontrolle und Lizenzverwaltung – rationeller und effizienter zu gestalten.
Ein DAM fungiert als eine so genannte "Single Source of Truth” für Ihre Marketingorganisation. Ein DAM-System ermöglicht es Ihrem Team, Inhalte nur einmal zu erstellen und sie dann für mehrere Medienkanäle anzupassen, so dass Sie mehr Kunden auf mehr Plattformen mit zielgerichteteren Inhalten erreichen und Ihre Verkäufe effektiver gestalten können.
Und die besten DAMs können mit Ihren vorhandenen Lösungen zur Marketingautomatisierung verbunden werden, um einen einzigen Blick auf all Ihre Marketingdaten, Analysen und Ressourcen zu ermöglichen.
Vorteile eines DAM :
Here are some of the key benefits of DAM solutions for content marketers:
- By making internal processes more efficient and enhancing team collaboration, a DAM frees staff to spend more time on the core creative work that brings in revenue.
- By making it easy for team members to access the digital assets they need, a DAM speeds review, approval, and delivery of final files to get content to market faster, giving you an edge over your competition.
- By offering permissions-based access to digital content as well as digital rights-management controls, a DAM helps avoid common problems such as publication of outdated, off-brand, or unlicensed creative assets. This helps improve the quality of your brand communication to protect brand investments and even mitigate business risk.
- By giving authorized users quick, easy access to the files anytime, anywhere, a DAM eliminates time-intensive, costly file searches and recreation of missing assets.
- A DAM eliminates the need for staff to post and deliver files to multiple locations. In addition, it eliminates the costly errors and inefficiencies caused by different versions of the same file in multiple places.
- A DAM can be integrated with your marketing resource management (MRM), product information management (PIM), content management system (CMS), customer relationship management (CRM), or other marketing automation solutions. It acts as a single source of truth that helps you better manage projects, allocate resources, personalize and target content, and understand which assets are performing best across different channels.
- A DAM makes it significantly faster and easier to repurpose content across devices and platforms, opening up possibilities for new revenue streams. For example, some agencies make asset distribution a profit center by charging for every upload or download.
- Agencies can use a DAM to create secure, private web-portal sites customized for individual clients, partners, or teams.
- A DAM can help the sales team centralize proposals so that the entire team can easily review and collaborate. Efficient digital asset management also can be a value-added service that can help win business.
- The best DAMs also track the traffic for timely reporting and, if applicable, client billing.
The optimal enterprise digital marketing architecture can be usefully represented as a series of technology layers, from bottom to top:
- Enterprise Data Foundation – Master product & customer data, analytics, and business intelligence.
- Major Marketing Technology Platforms – Marketing automation, digital asset management, web content management, and social media engagement to manage content and engagement.
- Prototypical Marketing & Sales Services – e-commerce, self-service applications, online video platforms, and content delivery networks, which are often all using digital assets in some form.
- Major Channels – Channels such as mobile devices, websites, and kiosks — these are the “presentation layers,” or “touch points” through which consumers access marketing & sales services.
Calculating the ROI
While DAM solutions have a wealth of benefits for content marketers, there’s no denying that DAM represents a substantial investment. First, there are the software licensing fees. (Contrary to popular belief, most open-source DAM solutions have licensing fees, too.) Second, DAM solutions include other up-front expenses for things like storage servers, staff training, and IT support.
Given the expense, your DAM solution needs to deliver maximum ROI. But if you’re part of a large organization that creates, manages, delivers, and archives many thousands of digital assets every year, the ROI of a DAM can be significant.
To find out the return for your organization, use these questions :
- Number of assets you create and duplicate, with associated costs
- Time you spend searching for assets, with associated costs
- Number of assets you distribute, with associated costs
- Additional work and revenue streams you could gain, with associated revenues
Top 10 questions to ask before you adopt a DAM:
Now that you have calculated your potential DAM ROI, here are some important questions to answer before you consult with solution vendors or systems integrators about adopting a DAM.
- Overall requirements – What types of file formats must it support, what volume of content does it need to handle, and what types of capabilities must it have (security features, job tracking, remote proofing, etc.)?
- Integration – How will the DAM integrate with the software tools and workflow solutions already in place so that you can make the most of your existing IT investments? Can it interface with your marketing resource management, product information management, content management, or customer relationship management systems to provide a single view into all your data, projects, and marketing campaign results?
- Hardware and network infrastructure – Are your hardware platform and network infrastructure robust enough to handle the DAM software and data transfer needs? If not, what will upgrades cost?
- Disaster recovery – How will you ensure the security of your digital assets in the event of a system failure or another catastrophic event?
- User licensing and privileges – How many people will use the system and what access do you want to permit? What types of user authentication will be required? Do you want your system to offer a variety of access levels for granting and restricting access to file formats, delivery methods, groups of assets, and administrative functionality?
- Vendor selection – Who will be the key stakeholders in charge of the vendor selection process? How will they manage vendor consultations and the RFP process?
- Implementation management – Which stakeholders will manage the system implementation with the vendor from start to finish? How will the stakeholders work together?
- Internal adoption – How will you avoid resistance to adoption and get your whole organization on board with using the software?
- Training – What’s your plan? How can you ensure that key employees are thoroughly trained on the software so you always have experts on staff, not just on call?
- Support requirements –Do you need phone support vs. email support? What’s your expectation for response times and escalation processes?
How to select the right DAM ?
Our purpose is to help customers through the steps necessary for digital transformation using Digital Asset Management (DAM) software as a metadata and workflow engine as the foundation of a content driven and fully-enabled Marketing Technology stack.
We are suing the 6 Steps to DAM Success of iqequity is the series of actions that need to be implemented for a company to construct and deliver a successful Digital / DAM strategy.
1- Gap Analysis
2- Ressource Audit
3- Requirements Builder
4- DAM Governance and Business Case Builder
5- Use Case Scenarios
6- Vendor Analysis
Building strategy takes time and effort; it requires you to first look at your company’s current state and the data you hold along with where and how it is stored.
10 Core DAM Characteristics
10 Core DAM Characteristics accreditation is an industry standard, developed in 2014 by IQ Equity alongside a group of DAM professionals and thought leaders.
It assesses the core functionality necessary to carry out Digital Asset Management.
Acquiring a DAM system requires significant up-front work to ensure that it meets your brand’s needs – from your volume of content and existing internal programs to your implementation requirements and ongoing support. However, it’s worth the effort because a DAM can make a significant impact on your content investment.