Twitter Facebook LinkedIn Flipboard 0 A digital asset management system (DAM) is a complex software infrastructure. Its supervision must be disciplined and under the purview of a dedicated, trained administrator. This administrator is not the creative genius who designed the digital asset, but he or she is responsible for making sure that the metadata assigned to it allows for the quick and positive retrieval of the asset when needed. The administrator is not the marketing mastermind that creates the exceptional user experience to drive customers to conversion, but this individual is the configuration manager for the asset, ensuring that the correct version of the asset is used. The administrator is not the sales wizard closing the final deal, rather the person providing the smooth and seamless access to the digital assets that will impress the customer in making the final decision to buy. The administrator is the glue that seals the relationship of the creative team to the marketing team to the sales team to the customer into one consistent and reliable process that delivers success. The DAM administrator must understand the technology that drives us today so creative team assets can be integrated into the DAM as the creative tool technology improves. Administrators must counteract and balance out the going theory that as long as I can create great and wonderful things, leave me alone! Photoshop anyone? Reality and creativity come together in the DAM system. The investment in creating those wonderful tools and the creative assets that come out of them is significant. The tools, added features, and functionality that take you to the next level of creative nirvana must be compatible with the DAM system. Creative libraries must interface with the DAM database. Someone in your organization has to understand that. The proof of the power of those tools and capabilities is the creative digital media that is produced. Any asset could become the iconic corporate property that represents the identity, brand, and reputation of the corporation. Customers will experience these precious assets on the Web, mobile, in print, and at the brick and mortar store. The user experience must be managed to ensure it’s always positive. You can see the relationship in the graphic below: The DAM administrator in your organization must know how to administer these assets effectively. Yes, they are more than just creative media. They are digital assets that have value to the company from both financial and corporate reputation points of view. The corporate lawyers don’t go through the copywriting process for nothing. If it’s copyrighted, you can license it and control its use. Control of digital assets is crucial in being able to strategize their use to the benefit of the company. Your corporate logo is a perfect example. The digital file is an intangible asset but represents the identity and reputation of your company. You certainly don’t want just anyone to use it without first getting corporate permission. The asset manager fields the requests and determines the purpose and intent of its use. From there, it follows a process to authorize its use and place the appropriate restrictions of its use. The digital asset management system must be built for marketing. Assets must be able to be found quickly and easily. The DAM system must facilitate the tracking and control of these corporate assets. Assets must be version controlled. They must be stored in a known location. They must be able to be modified and tailored for a specific use. Assets must be able to be collaboratively shared and distributed with the customer, sales, marketing, and creative team alike. Access must be instantaneous and responsive to take advantage of the next “Light’s Out at the Super Bowl” opportunity. The management chain must be streamlined, flexible, and agile. That requires an organizational maturity that is a challenge to most companies. Today’s modern digital asset management system is, in reality, a workflow management system that goes far beyond just storing assets. New efforts destined to deliver new assets are commissioned every day. You must have visibility and knowledge of these efforts from cradle to grave. Creative must integrate with asset management and asset management must integrate with marketing and sales. It’s the path to success. Tomorrow’s vision of a digital asset management tool is a distributed, common project management environment that acts as the central hub linking creative, marketing, sales and customers to the digital assets that will drive the success of their campaigns. Technology pushes us forward at an ever-increasing pace. Interactive, rich (dynamic) media is pushing the envelope of existing asset management systems and creative publishing tools alike. You must consider and strategize in the present as well as the future in managing digital assets so that your creative teams can do their amazing things unfettered by the organization and discipline of using what they produce in delivering the personalized user experience the customer expects through marketing and sales efforts. Twitter Tweet Facebook Share Email This article was written for Business 2 Community by Connor Brooke.Learn how to publish your content on B2C Author: Connor Brooke Connor is a Scottish financial expert, specialising in wealth management and equity investing. Based in Glasgow, Connor writes full-time for a wide selection of financial websites, whilst also providing startup consulting to small businesses. Holding a Bachelor’s degree in Finance, and a Master’s degree in Investment Fund Management, Connor has … View full profile ›More by this author:ACH Crypto Price Prediction 2022 – Is it a Buy?Lucky Block Partners with Dillian Whyte ahead of Heavyweight Showdown with Tyson FuryNFT Pixel Art – The Best NFT Collections for 2022