Creative teams today are dealing with more distribution channels, more file formats, and more specialized digital requests than ever before. Ask yourself how many times per week you encounter the following questions:
– Can you resize, reformat, download, upload, or email the company logo to me?
– I can’t find the original image we used in our spring campaign. Do I need to repurchase it?
– Hey, where is the latest version of our new homepage banner?
– How many pieces did we create for last year’s holiday campaign – and in what sizes?
The answers to all of these pesky questions can be found in digital asset management (DAM), an absolute necessity for teams that create, manage, deliver and archive hundreds or thousands of digital assets every year.
According to McKinsey Global Institute, the average worker spends almost 20% of each workweek – 1 day out of every 5 – searching for and gathering information from disparate locations and sources. Implementing a single repository for all digital assets can save hours of time per worker per week.
Joe Staples, CMO of Motivosity and contributor to Martech Advisor, lays out the following five tips for successfully implementing a centralized system.
1. Get Stakeholder Buy In
Identifying and engaging with your key stakeholders — everyone who creates, manages or needs access to digital files — is an essential step in the process. The more champions you have lobbying for the successful use of your DAM system, the more likely you are to achieve widespread adoption.
2. Choose the Right Solution
Whether you’re upgrading or implementing a solution for the first time, get fully acquainted with your team’s specific requirements before selecting a vendor. First, understand the types of assets you need to manage, and then enlist the help of your IT team to determine your functional needs (search, file conversion, distribution) and IT requirements (security, hosting, platform).
3. Don’t Skimp on Training
Everyone who will be touching the DAM solution — from sales and marketing to finance and HR — should be trained on how to use it. Provide in-depth, comprehensive training for the system administrators who will be naming and adding new files, organizing assets, setting expiration dates, capturing metadata, and more. Regular system users, on the other hand, only need to know how to find files, access the DAM from mobile devices, distribute files to clients and customers, and create collections for ease of collaboration.
4. Integrate with Other Solutions
Your DAM solution should support integration with other IT systems, eCommerce systems, content management systems, websites, intranet sites, project management solutions, and design software like Adobe InDesign and Photoshop. And don’t forget Single Sign-On, which conveniently allows employees to use their existing credentials to access the system.
5. Hold Everyone Accountable
With any new software solution, adoption can be a problem. People are used to the old way of doing things, and it takes time for them to adapt to new processes. Stakeholders who are used to emailing a designer for the latest logo or banner size may need to be reminded once or twice of the power they now have at their fingertips. Once they realize that accessing the DAM takes less time than writing an email and waiting for the designer to reply with an attached JPEG, they’ll quickly comply.
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