The key to good marketing is effective storytelling. Marketers need to be able to marry the right asset with the messaging most likely to resonate with a specific user and then make sure that they deliver it to the individual at the right time on the right channel. But they can’t do it on their own. Without an effective, modern, digital management (DAM) platform at their fingertips, marketers will be left flailing, unable to come up with stories that will captivate consumers.
Many brands lack an enterprise-wide system to manage their creative assets, which reduces a marketer’s ability to produce effective, timely campaigns at scale. That’s where a DAM platform comes in. The premise is simple: It’s a central repository where brands can optimize the creation and management of all their assets, from creative content to branding materials and so on. This enables brands to get organized while improving the searchability of the assets they have on hand. At its most basic level, a DAM solution enables marketers to do their jobs more efficiently, spending less time on tedious tasks and more time fulfilling the creative and analytical requirements of their profession.
Building A DAM Platform For The Modern Age
Over the past 20 years, technology has changed profoundly, but the DAM category hasn’t. Brands expect data-driven insights, simple workflows and an exceptional user experience, which many legacy players have failed to provide. As marketing becomes increasingly fast-paced and data-focused, it’s time for a completely different DAM experience, one that can meet the demands of a tech-savvy industry. Building a completely new platform from scratch is a daunting prospect that requires not only the technical ability but also an understanding of the pain points that marketers currently face, as well as a visionary approach to marketing transformation.
The first — and most important — question that a DAM provider needs to ask themselves is, how does my solution help marketers do their jobs better? That, after all, is the central goal of a DAM system: to make it easier for marketers to design and execute successful campaigns. If it takes someone just as long to find an asset in your system as it does to dig through their email to find the same asset, you’re not really making their lives easier but merely adding an unnecessary layer of complexity to their tech stack.
Creating A Seamless, Enterprise-Wide Experience
Not all DAM platforms are created equal, and you want yours to be the one that’s more sophisticated than the others. One common issue that many enterprises face is the inability to seamlessly integrate the DAM platform with the rest of their marketing ecosystem, which can pretty much cancel out any of the efficiencies gained by using an asset management solution. Considering that the code base of many solutions currently on the market, from Adobe to Sitecore to Bynder to Nuxeo, is over a decade (in some cases, more than two decades) old, this is a problem that will only get worse over time as marketers look to incorporate new tools and technologies into their stack. Consequently, it’s important to create a solution that leverages the use of modern technologies — such as AI/ML, micro-services, graph databases and serverless environments — that will be able to provide companies speed and flexibility in the years to come.
A company’s ability to collaborate seamlessly with team members across an organization is also key. Marketing doesn’t happen in a silo; there’s a complicated content ecosystem that brands have to contend with before they can get to the execution phase. Your modern DAM platform should connect the enterprise in such a way that it simplifies the creative life cycle, thus enabling marketers to reduce the number of processes needed to get a campaign off the ground.
Data-Driven Marketers Need A Data-Driven Platform
The reality is that many of the DAM solutions available on the market are legacy platforms, and from my observations, they’re expensive, difficult to implement and have poor UX. Seen from this angle, it’s no wonder that organizations are often unwilling to invest millions of dollars to adopt a complicated system that does little to improve ROI.
As marketing becomes increasingly driven by data and analytics, brands need modern DAM platforms that will enable them to meet the continuous demands of marketing in the digital age. So, your platform should ideally provide:
• A seamless user experience that drives adoption and enables teams across the world to collaborate easily.
• Performance and optimization capabilities underpinned by artificial intelligence and machine learning.
• Continuous delivery to support the demands of a global omnichannel enterprise.
• And a data-first approach to asset management that allows brands to focus on providing exceptional experiences.
At the end of the day, the whole reason companies use a DAM platform is to make it easier to tell stories. Marketing is, at its core, about storytelling — in the right way to the right people at the right time. You can’t tell a story effectively if you don’t have the right creativity, but you also need to know which story will prove to be the most persuasive to the customer. A good DAM service should act not just as a content database but also as a source of insight to enable marketers to make smarter creative decisions, which in turn allows them to tell stories that resonate with their audiences.