We often get asked to explain what Digital Asset Management is, but when we start talking about rich content, metadata, and accelerating the content lifecycle to boost marketing productivity and ecommerce revenue, eyes start to glaze over in a haze of buzzwords and jargon.
So if that’s what you’re looking for, sorry. This is not that post…
Instead, I’d like to explain one of the key value propositions of DAM – being able to search for and quickly find relevant content, by sharing a story of two multibillion dollar revenue consumer packaged goods (CPG) companies, Widget and Gizmo. Both are comparably sized and face similar levels of organizational complexity. The companies’ processes and solutions are based on real companies with and without DAM implementations.
What difference does a DAM system make from a search perspective?
Both companies are full of people, teams, business units—all trying to manage content and get their jobs done quickly and painlessly. Sadly, despite everyone’s best intentions, rich media content like videos and images, are all over the place: in various marketing systems, personal laptops, and probably even unsanctioned cloud storage accounts. So finding the right content (and the most up to date version) is difficult or impossible.
So what happens at each of these companies when a sales rep needs to access the most current version of a video file—one that he believes may need a quick adjustment before being shown to a prospective customer?
Widget: Up the DAM Creek without a paddle
Adam, the sales rep, contacts Brenda, a graphic designer he knows in the marketing, to see where the most recent version of the video is located.
Brenda looks through the files in her local network drive, but can’t find the video file Adam is looking for. “It might not be with us,” she writes back to him. “Some of that work is done by our creative agency when our in-house video production team is overloaded.”
Brenda tells him she can reach out to their agency project manager, Cameron, to find out where the file is, but that the request is likely to take a couple of days. It also won’t be cheap to have the agency search for it.
Cameron searches for the video and comes up with a version created two years ago, and contacts Brenda, who downloads the file to her local drive and opens it. Brenda is pretty sure she’s seen a more recent version with the company’s most recent logo, and asks Cameron if he can double-check. He comes back empty.
Another day goes by before Brenda realizes that the more recent, updated version of the video could have been edited by an intern or by someone else on the branding team. She emails the branding team,and after another couple of days, she finally gets access to the current version of the video.
Brenda downloads it and hands it off to Deb, the video editor, who makes the updates Adam had mentioned. Deb uploads the video to the team drive, then attaches the file in an email to Adam.
By the time Adam gets the video back, it’s been nearly two weeks from the time he requested the file—and he sheepishly admits to Deb that he just used a relatively-recent version of the video from YouTube to show the customer, but promises he’ll use the updated file next time.
A month later, while searching for another file, Brenda realizes that her brand team had the most recent video on their team drive all along, but that it had been improperly named and didn’t come up in her initial search.
The result? A big missed opportunity!
What difference can Digital Asset Management make? Let’s look at Gizmo
Arthur goes to dam.gizmo.com to search for a customer demo video he knows featured a new product. He clicks on “video” and searches for “demo” and filters by product. In the time it would have taken to open a single folder to search through, he is already finding the most relevant results.
After a few moments looking at the different search results, Arthur identifies that three different teams have created versions of the file—one external agency and two internal brand teams. He sorts them by date to find the most recent. He sees a recent result (he doesn’t know that his DAM system has already automatically removed a duplicate result from his search), and one other result with Gizmo’s old logo.
Arthur sends a quick creative request through the DAM solution; it gets routed to the creative team and assigned to Diana, the video editor. Diana, sees the request and the file side by side, opens the file directly from the DAM system, and saves it—without having to download and lock the file first.
Her revisions are automatically saved as a new “child” version of the old “parent” file—ensuring that the video team can easily see the version chain when the asset is used or updated. Any other assets Diana incorporates (like the new version of the logo) are related to the video, so the next time the logo changes, it’s easy to find every video that is in need of an update.
The file is immediately available via search, and the system also notifies Arthur that his request has been addressed, so Arthur gets the video in time for the customer meeting, and knows where to find it whenever he needs it next time.
The DAM Takeaway?
As illustrated by the Gizmo example, having the right DAM solution in place, particularly one that can connect seamlessly with existing systems and repositories, is a huge accelerant to the business and employees who are frequently looking for existing content to reuse.
Nuxeo DAM delivers:
- Fast, intuitive searching
- Omni-silo visibility for better results
- Automatic tagging of new asset versions
- Slashing costs for external agency asset searches
- Easy sorting of search results
- Automated consolidation of duplicate assets
We’ve written three additional comparative stories like the one above that touch on other key value drivers for DAM: creative review processes, feeding ecommerce, and managing personalization at scale.
They’re all available here, so if you found the story above helpful or entertaining, I hope you’ll check it out!