Senior Brand and Marketing professionals are not the only personnel creating content and engaging with users across numerous channels. Therefore it can be a challenge to identity which specific technology to investment in that suits different departments. Businesses want to prevent any costly errors from inconsistent branding and effectively manage the lifecycle of their digital assets. To generate buzz on the next major product or service campaign, the marketing team needs a platform that integrates into their current architecture but also be dynamic enough to become the core business solution for all marketing and brand collateral. DAM systems should also be considered for greater use outside the marketing departmental level.
Businesses require a solution that can enable departments to support the processes that are vital to workflows and approval collaboration at an international scale. In a report by Forrester analyst Anjali Yakkundi, the need for an enterprise DAM system can be summarised into three sections:
- Several systems are already in place and have access to thousands of digital assets. So by implementing a unified and centralised DAM system, it rapidly reduces the cost and misuse of marketing collateral and brand assets.
- In a global business, some content needs to be public-facing while others may only be for a certain group of people. Easily manage user permissions with a powerful DAM system.
- At the heart of a business are vibrant assets that help drive the brand message across local markets. Ensure a DAM system can best utilize a variety of asset types to engage the local consumer base.
In organisations that have a ‘glocal’ presence with their complex business units, a DAM system is crucial in serving the needs of multiple users and maintaining brand consistency effectively.