Tomorrow starts today: best practices for managing creative assets
In a world where marketers are inundated with multiple media channels and therefore an overwhelming volume of creative versions, designers and marketing teams have to ask a key question in regards to how their creative content is managed and stored:
Is it better to suffer the limited capabilities of shared drives and consumer file-sync software – or arm your business with a platform that allows control in regards to time-sensitive creative content creation, creative approvals and brand compliance?
IntelligenceBank, an Australian based digital asset management (DAM) platform, spoke with us about best practices for managing creative assets.
According to IntelligenceBank, and as evidenced by their clients such as NAB, AustralianSuper, RM Williams and the Australian Institute of Sport, DAM platforms are the new essential for marketing departments. A DAM has far reaching capabilities that when integrated with your business, will save your team time in regards to marketing resource management. Specifically, here’s how.
When artwork leaves the office without legal or brand approvals, the result is never good. With a DAM, you can use workflow controls to traffic artwork through your approval processes. This includes approvals for brand, legal and compliance. That way, you have a tangible audit trail on who signed off on artwork and when.
Process is the Key
To maximise the value of your DAM, it must be a part of your marketing process. For example, DAM’s should be used for briefing creative work, tracking jobs, approving artwork and enabling end users to tailor creative for local marketing efforts. When your DAM has web-to-print capabilities, local dealers or retailers can alter specified components of creative, which saves everyone time and lowers local design fees.
A DAM is Not an Island
Your DAM must integrate across many business systems since it will be a key component of your company’s marketing stack. This is because successful content marketing relies on the ability to revise content for different media channels and internal use. The ability to have a DAM that integrates with Industry standard design software such as Adobe InDesign CC, CMS solutions, and social media is crucial – as is a robust API for custom integrations.
Customisation options and UX Advancement
The ultimate goal of DAM software is to provide users with a ‘seamless experience’ when managing marketing content. This can be achieved through companies customising their DAM platform to not only incorporate user functionality but also their own branding and creative assets within the DAM’s UX.
“I’d rather it look great and have some bugs than work great and look crappy” a marketing director blasted during a DAM conference in New York. As more data and information is collected in the platform’s backend, the more streamlined and user-friendly the front end must become. Many IntelligenceBank DAM clients use custom pages to welcome their users on login and to showcase their brand guidelines as user experience directly affects end user engagement.
Future DAM’s will likely become less menu driven and more visual. Advanced machine learning will start to predict what actions the user will want to take next, or make recommendations based on past actions users have made.
Reporting, ROI and Talent Compliance
Marketing analytics within a DAM helps save time in managing key admin tasks. DAMs now feature creative analytics that allows users to see which images and creative templates internal and external creative are viewing. This way, users can ensure they know not only which images are being used, but also what their ROI is thanks to your DAM’s built-in tracking and usage rights.
Think Beyond Digital Assets
While many DAMs currently feature brand and marketing guidelines, they will soon evolve to store greater business-relevant content. Many DAMs are integrating traditional knowledge management systems, training systems, and employee records into their functionality. In the future, the DAM platform will become less of an individual visual asset manager, and more of a complete information portal for businesses.
For instance, many of IntelligenceBank’s clients are using their DAM for tracking sales material orders, documenting training practices and housing contracts with agencies and distributors.
To learn about how a DAM platform can be integrated into your business, check out the IntelligenceBank website or subscribe to their newsletter for the latest industry trends on marketing content.