Digital data generated by companies is growing exponentially, yet the majority of it remains unstructured. Itʼs have only been in recent years that organizations have had that lightbulb moment, as they realize the power in categorizing and leveraging information and digital assets they already have. Marketing teams are no exception to this and in a highly competitive environment, enterprise businesses have been spurred to implement software, such as digital asset management, to help them operate efficiently and effectively.
In realizing the risk of not keeping up with digitization, digital asset management has become a core operational need for marketing and creative teams in a large business. And when you think back to the way digital assets have been managed in the past itʼs no surprise. Now a tech dinosaur, the company share drive has considerable limitations. Users are not only restricted to accessing information on-premise but often find it difficult to navigate the extensive folder structures within such drives. When naming conventions are not adhered to (which is the majority of the time) there is no way to search for an image, video or asset. It also brings with it marketing risk as assets with expired usage rights remain in the system.
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In moving to an enterprise digital asset management systems, such as IntelligenceBank Digital Asset Management, businesses have been able to streamline their processes and increase efficiencies. Digital assets are stored in a centralized location which can be accessed from anywhere in the world, allowing teams from different locations, agencies, third parties, and stakeholders to effectively work on the same brand. Folder structures within the platform are created systematically and can be locked to management so that content is stored in the correct location and is easy to find. Filters, metadata and automatic keyword tagging mean that users can search for any asset in multiple ways including name, date, file type, location, product, topic or other custom fields. Alerts and restrictions can be put on assets which arenʼt approved or have usage rights associated with them ensuring that expired assets arenʼt available. Then, when creative needs updating version control ensures only the latest files are used.
Img source: intelligencebank.com
Enterprise digital asset management is not only limited to the storage and searching of assets. It also acts as a single source of truth for distribution. Original assets within your platform can be transformed on the fly and downloaded or embedded into social media or your CMS using public links. As those assets are updated to later versions, share and embed links which have been previously generated automatically update ensuring that expired or old content is removed from the public eye.
When assets are distributed from your digital asset management system it also allows you to monitor how effective your creative content is. Dashboards give you visibility into impressions, locations used, links generated and expired or
expiring creative.
In comparing legacy share drives with enterprise digital asset management, itʼs easy to see not only the efficiencies that are gained but also the risk mitigation associated with it.
