Today, navigating the digital landscape calls for more control.
The old era of traditional marketing has long passed.
Today, customers expect to find information about products and services on the go. They also expect to find that information on the device that is most convenient for them (at the given time.)
What does this mean for companies in 2022?
That they go omnichannel – and deliver all the right content on all the digital channels we know today.
Current status:
Brands that are operating across a variety of markets use tons of brand assets to send out relevant messages to different stakeholders.
And brand managers are increasingly producing various forms of digital content to manage their brand.
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Each piece of digital content delivered across different touchpoints, such as:
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Videos
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Graphics
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Whitepapers
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Presentations
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and infographics
…shape the entire brand.
What does this mean in practice?
These corporate assets must be safeguarded to maintain control of the corporate image.
And the only way to take full control is by using a single source like digital asset management (DAM) as the backbone for all digital processes across departments, business units and digital channels.
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Table of contents
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The negative impact of silos
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3 reasons why your company needs a single source for assets
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How does a single source work in the global arena
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Summing up: Why you need a DAM
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Working in silos negatively impacts productivity
When it comes to organizing and managing digital assets, businesses are often operating in silos across departments and software solutions.
What causes this lack of structure and internal alignment?
Different employees who are responsible for organizing large amounts of images and videos.
And the result?
Fragmented masses of digital content across image banks, shared drives, servers and cloud solutions – you name it.
The success rate of finding and reusing existing material is diminishing with the growing mass of digital content.
Losing track of valued and updated brand assets is a daily challenge for large enterprises and global brands who end up using the wrong content, ultimately damaging their brand and providing users with irrelevant customer experiences.
These fragmented masses of digital content can be eliminated by connecting software systems to talk with each other.
Thanks to a DAM system, you can gather all your digital content in one vault – where all approved users can store, manage, edit, distribute and share brand assets to whichever channel needed.
And through an open API, you can allow for data exchange between key software systems such as your digital asset management system, CMS, social media management tools, and video portals, to enable fast search, management, approval, and distribution of digital assets on multiple channels simultaneously.
Why does your company need a single source for assets?
How can your business benefit from using a single source for all digital content?
Better equipped to navigate through the digital jungle
Single source publishing is a method used in content management and digital asset management, which enables the same source of digital content to be used across different forms of media and more than once.
Having a single source for each file means companies are better equipped to handle their own content chaos.
You always have one source of each digital asset that you can reuse, share on any channel, and download in any format.
That way you improve how well you manage the content life cycle – so that you are able to make the most of your content (without having it be left to go unused).
DAM can boost every single step of the content lifecycle:
1. Tagging the relevant metadata
2. Being a central source of truth
3. Automate the categorization of assets
4. Automate the processing of assets
5. Help deliver content more efficiently and seamlessly
6. Archive content due to adhering to regulatory compliance, and
7. Help remove content by seeing which content isn’t performing
Improved access rights & permissions
A single source approach will not only provide you with the ability to find what you need when you need it.
You will also ensure that only the right people have access to specific content through a structured and precisely defined rights management organization.
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You will:
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Remove complexity
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Protect your brand
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Reach a faster time-to-market and
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Ensure brand consistency on any channel
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Maintaining and increasing brand consistency is becoming increasingly important, as the customer experience matters immensely to your customers:
Improved productivity
The advantages of a single source of truth for all brand assets are proved in a faster-time-to market by two ways:
1. Eliminating manual processes and
2. Working more efficiently with rich media content.
Employees remove manual processes when editing and distributing each digital asset.
You also reduce the sources of error since corrections are made from a single source, which go into effect on all channels where the asset is distributed.
In a world where success is defined by pace, agility is crucial. Your company is able to react quickly to demands coming from the market, follow up on relevant business opportunities, and deliver timely messages.
How does a SINGLE SOURCE approach work in global marketing departments?
The headquarters’ marketing & communications department is responsible for approving all produced assets coming from e.g. photographers and other external providers.
Which can be easily uploaded to a centralized digital asset management system.
The branding and marketing strategists make sure to add relevant metadata such as title, description and asset type, enriching all assets with information, enabling current and new employees to find and reuse all assets in two, five or 10 years down the line.
From the central repository, users can easily distribute assets to relevant communications channels (CMS, social media etc.) and to connected brand portals using automated and optimized workflows.
These assets are then made readily available for multiple subsidiaries and business units all around the world.
What does this mean in practice?
Local brand managers are empowered to use this content to create relevant and engaging customer experiences on their communications channels (local websites, social media pages, events, brochures etc.).
And all this is possible by connecting a core digital asset management system, Digizuite™ DAM, with key channels, of course.
Summing up: A single source = full control
Through a structured and precisely defined rights management organization, you can ensure that only the right people have access to your digital assets.
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When using a DAM, you can control:
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Which users can access the DAM system
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Which features users can utilize in the system
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Which assets users can see
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What the users can do with the assets
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Adding on:
With DAM enabling strong rights management means you stay on the right track when it comes to brand compliance. Not only does it increase security, you become more efficient when collaborating with other departments and business units.
A single source approach will not only provide you with the ability to find what you need when you need it. You will also ensure that only the right people have access to specific content through a structured and precisely defined rights management organization.
Ready to learn more about Digizuite DAM’s single source capabilities?
