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Why Marketers Put Digital Asset Management at the Center of Their Content Supply Chain

By Nicole Greene | January 21, 2019 | 0 Comments

MarketingContent Marketing and ManagementDigital Marketing Strategy and ExecutionMarketing Technology and Emerging Trends

Studies show that the average consumer is exposed to up to 10,000 brand messages a day. Marketers face an enormous task developing and delivering this creative content at global scale across varying channels, formats and languages. And CMOs continue to dedicate serious dollars to content creation and management — 5.9% of the average marketing budget in 2018, according to Gartner’s CMO Spend Survey 2018-2019.

Marketers are increasingly putting Digital Asset Management (DAM) systems at the center of their content supply chain to govern the rich media lifecycle from end to end. How can a DAM solution help to manage and scale your content pipeline?

  • Visibility into your assets: A DAM will allow you to more easily maintain and leverage your content library through a unified metadata structure. (Gartner clients: How to Scope, Plan and Execute a Content Audit to get started on understanding your content)
  • Creative collaboration: DAMs allow various creative teams to collaborate on single assets and campaigns through cloud storage and versioning capabilities.
  • Support for visual and new content formats: Increasingly visual content and atomic content development approaches require new approaches to content management that allow marketers to differentiate between subtly different assets. DAMs also now support many immersive media formats including 3D graphics and 360-degree video.
  • AI Tagging: What used to be a manual process of asset tagging and governance is now supported by DAM vendors who have incorporated an array of cloud AI services.
  • Personalization: Real-time personalization at scale requires the ability to access content quickly and assemble new, personalized assets from a collection of smaller atomic content pieces. DAM systems support time to market and scale. (Gartner Clients: Evolve Your Content Production Processes to Support Personalization at Scale)
  • Analytics: As content marketers continue to work to justify investments in content marketing, more advanced DAMs often incorporate content performance analytics.

Things to consider:
The Digital Asset Management Landscape is becoming more complex. In a world of acronyms, DAM and Content Marketing Platform (CMPs) and workflow management capabilities are converging. User-generated content platforms and digital advertising creative management platforms also have their own native DAM capabilities, increasing the intricacy of the market.

Consider the composition of your existing marketing technology stack before investing in new capabilities. For instance, many organizations integrate their DAM into a CMP to support improved utilization of existing assets and future content creation efforts.

Appoint an internal champion to lead the implementation effort. Build trust by establishing a cross-functional team to ensure that the technology implementation and review process meets business objectives. Gartner clients can read Three Steps Marketers Can Take to Succeed With Digital Asset Management Implementations to guide you through the process.

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