Effective marketing operations are a must for any business to run smoothly. Central to that is a digital asset management (DAM) system. However, with many companies still relying on outdated DAM systems, effective marketing operations can sometimes prove to be rather elusive.
These legacy systems have been described as little more than digital filing cabinets or the place where digital assets got to die, reports The Drum.
A recent webinar staged by The Drum and Hyland addressed this issue. Here’s a summary of the key points discussed.
Importance of media assets post-pandemic
The pandemic has triggered a rapid growth in the importance of digital assets for most companies. Many have moved towards more of a digital-first model, with digital content acting as a key differentiator in the customer experience. With an estimated 50% of consumer interactions happening online, we are fast approaching the tipping point when online revenue will exceed that of in-store revenue.
With this increased focus on online content comes a greater need for more personalised, visually driven, modular content delivered across different platforms and channels. Organisations are looking for content that serves a purpose for a specific moment in time, stepping away from the long-form content that has populated websites and print media for so long.
DAM systems that are fit for purpose
Tailored content essentially means a greater volume of content and more variants on that content (e.g. colours, backgrounds, sizes and seasonality). As a result, assets need to be tracked, stored, easily located and recombined with speed and ease. And the best way to do that is through a modern DAM system.
Legacy DAM systems are often clunky, sitting outside of web content management systems, and making it hard to find the digital assets needed. Other challenges include inconsistent search results (because tags, keywords and metadata need to be entered manually), as well as issues accessing and sharing assets (leading to duplication and difficulties tracking them).
Add to this the fact that traditional DAM systems are more time-consuming, have limited recording functionality (leading to compliance and rights management issues), and often come with file restraints.
The need for next generation DAM is crucial. According to Alan Porter, director of product marketing at Hyland, a next generation DAM system should be cloud native, low code, scalable (in both directions), API first, and have an integrated workflow.
With WorkStream X your business can take one step closer to seamless marketing operations. It’s already helping some of the world’s largest retailers take back control of their campaign management. What could it do for your company? Get in touch to find out more: firstname.lastname@example.org.