Why Brand Builders Should Have a Digital Asset Management Strategy in Place
Do you know how much time your team is wasting each week searching for the right brand assets to use in their customer outreach efforts?...
Do you know how much time your team is wasting each week searching for the right brand assets to use in their customer outreach efforts? Do you know which departments are using your company's digital media assets or if they are using them according to company policies? If you're not paying close attention to your business' digital assets, you could be in for a few nasty surprises.
Developing a digital asset management strategy allows you to not only maintain control of your brand's assets but put policies in place as to the use and distribution of those brand-owned business growth components. If you're a brand builder wanting to maximise the long-term growth of your company, following are five reasons you ought to have a digital asset management strategy in place.
Measure Top Performers
A DAM (digital asset management) strategy helps you understand which brand assets are performing well for your company. You can track which assets are being used most frequently by your team and which ones are wasting space. Brand builders with a complete DAM can identify hot brand assets and can create more winners based on current usage.
Distribution Tracking
When you create a digital asset management strategy, you know where your company's brand assets are getting used and which ones get used with your permission. Copyright infringement and website scraping is commonplace; smart brand managers pay attention to unauthorised use of their assets. If you monitor the distribution of your business' digital assets, you'll know which scrapers and unscrupulous website owners/developers are using your company's assets without permission.
Archive Analysis
When you have a digital asset management plan in place, you are better able to archive old content. You'll know which assets you need to have removed from your brand asset directory, e.g., old analog files, and which files in your archive to withdraw completely to store on external hard drives. Archive analysis is a critical component of an effective DAM strategy, but one far too few brand builders pay attention to.
Digitisation Analysis
Some brand assets need to get digitised for practical usage. Not all business assets are available in the right format for maximum ROI (return on investment). From the signage on your business' vehicles to the branding over your reception desk, every aspect of your company's branding should be available in digital format for your entire company to use. When you integrate digitisation analysis into your digital asset management strategy, you are better able to maximise your company's resources.
Unauthorised Assets
An effective DAM strategy also helps brands discover unauthorised digital assets created without permission by eager employees. Would you know if a social media marketing intern used your company's logo to create new assets, without your consent? Would you be aware of your business' slogan or tagline appearing on direct mail postcards without your permission? When you have an extensive digital asset management strategy in place, every member of your team is aware of your policies on asset usage and distribution.
These are just five of many reasons brands should have a digital asset management strategy in place. Understanding how DAM strategies can help better control your business' reputation is essential for savvy brand builders. Will you be developing a DAM plan for your company this year?