Are your existing tools for digital asset management (DAM) slowing you down or helping to optimize your marketing?
As distributed enterprises grow in size, the need to share, organize, and manage creative marketing assets changes dramatically. A simple storage tool like DropBox, or a FileTransferProtocol site (FTP), may be decent solutions for a small business, but they quickly become complicated and confusing as the network grows with a large partner, franchise, or dealer network.
Organizations typically realize the need for DAM when there’s an increased amount of friction around their assets and the frustration from designers and local marketers increases. Even if your graphic designers have a system for naming creative asset files, your local outlets may not feel like they’re able to find what they need. You may be facing poor campaign participation by local partners, too many examples of people using the “wrong assets,” or hearing your brand management team complain about how much time they have to spend connecting people with designers and files.
Implementing DAM can have an enormous benefit. According to Adobe, the “average” organization who implements DAM can experience the following:
In this blog, you’ll learn how to integrate DAM into your distributed marketing organization’s technology stack, so you can move towards faster, more effective local marketing.
No two organizations are the same. The needs of one global fast-and-fresh dining chain differs from the needs of another distributed organization. Marketer Marisa Peacock recommends asking the following questions in the earliest stages of DAM implementation to get a vibrant picture of what you’re trying to achieve:
Ideally, you should find a DAM that does more than just store, tag, and provide access to your creative assets. Within the context of local marketing, additional software features can be highly beneficial including:
Your DAM needs to work for everyone in your marketing process – from your creative director to marketers at your franchisees’ organizations. By understanding the technology from each potential users’ needs, you can better access the right feature set. One effective way to understand every stakeholders’ needs is to write simple use cases, which are sometimes referred to as user stories.
Use case examples for a distributed marketing team’s DAM requirements could be:
Use cases and user stories for digital asset management software are often spurred from a place of frustration. You’re tired of ad hoc requests, non-compliant marketing, or resources that get ignored. By understanding what your home office designers and franchise marketers need to get their jobs done well, you can pick a local marketing solution with the right feature set.
For top casual dining brand The Melting Pot, a simple digital asset management tool wasn’t enough to meet the varied needs of their franchisees. They’re far from alone. The basic features of DAM tools, which include metadata and document sharing, aren’t necessarily tailored to enterprises with multiple brands or diverse customer segments.
By implementing CampaignDrive by Pica9, The Melting Pot was able to ease the process of turning raw Adobe InDesign files into templates that their franchisees could use. In this case, purely giving franchisees access to files wasn’t enough. They needed a local marketing tool with the intelligence to make distributed marketing easier and more effective.
Companies struggling to drive value from an existing DAM solution, may be experiencing a case of improper tooling; as many DAMs do not properly support local marketing efforts. Global power sports brand Polaris was an early adopter of DAM tools, but realized their tool couldn’t meet the needs of 2500 dealers in 130 countries. Keeping 11 brands compliant required Polaris to seek out a tool offering advanced permissions, to ensure local marketing affiliates weren’t deploying the wrong assets.
In order for organizations to implement the right DAM and achieve gains in productivity, revenue, and success, brand managers need to understand how their distributed marketing differs from the “average” enterprises’.
Chances are, your company needs a DAM that can accommodate well-defined user access permissions, creative approval workflows, and batch uploads of creative assets from your local outlets.
The wrong tool for managing your digital assets offers little improvement over an FTP site or Dropbox; it won’t go the distance and help manage local marketing compliance at scale. With a tool like CampaignDrive, brands achieve distributed, on-brand marketing from a single portal, making it easy to collaborate and control digital marketing assets and marketing collateral.