How to effectively manage your DAM corporate image library
If you’re a corporation with a formidable corporate image library, chances are you’re already using digital asset management (DAM) software. If you’re not, the first step in getting your image library under control is to find a digital asset management solution that meets your current and future needs.
This is imperative because corporations have marketing needs that are typically far more extensive and demanding than that of a small-, or even medium-sized business. When the equation includes multiple departments, one or more subsidiaries, and more than one location (sometimes on an international scale), a wide variety and large number of digital assets can accumulate in a very short amount of time. When this happens, it’s often difficult or impossible to manage all of these assets without implementing DAM software into the equation.
DAM gives a corporation the power to maintain and update assets in a highly organized, efficient way, making sure your corporate image library runs smoothly in your marketing and sales environments.
Once a corporation has the right digital asset management software in place, these three strategies can be brought into play to help manage their corporate image library:
Intelligent gathering and use of metadata
Organization is a big first step in proper management of digital assets. “Metadata” is a term that refers to the tagging of videos, digital images and other digital assets with a specific description, keyword phrase, as well as specifications that facilitate finding assets when searching the library. Tags should be relevant, easily searchable and should come from a limited pool of predetermined vocabulary. Depending on the type of company and industry, metadata models can vary. That being said, some examples of frequently used metadata fields are: creator, creation date, region, marketing campaign, product, division, etc. Other critical digital asset management criteria include the use of release and expiration dates. No matter what DAM software your company is using, it will only function at full capacity and efficiently after metadata is implemented in an intelligent way.
Create specific user roles and permissions
Having centralized control over one’s digital assets is one of the top benefits of having a DAM system. It’s incredibly important for corporations that work with a large, ever-growing number of assets. And although having a central repository is a huge piece of the puzzle, it amounts to only half of the equation. Determining and setting various levels of user access via roles and permissions, is something that needs to be done ASAP. This will help avoid problems related to brand control and consistency. Through the use of appropriate roles and permissions structures, DAM tools empower agency partners to upload and tag assets and provide downstream access for sales channels and marketing partners to extend the value of brand assets.
DAM training and support
Having a DAM service team in place for user training and support helps facilitate greater user adoption and understanding of a digital asset management system. This service team is often referred to as Software as a Service (SaaS). Utilizing the expertise, resources and know-how of a DAM SaaS provider can make it much easier for an organization to manage a large library of digital assets.
If there were only one person within your company in charge of the DAM software, it would be incredibly daunting (if not impossible) to handle. When working with a DAM SaaS team (provided by your DAM software vendor) you will be brought up to speed on your new DAM system. Project managers are available to assist with the implementation and training for all levels of users. Plus, there’s the benefit of being able to leverage the IT resources of a cloud DAM hosted provider. Ultimately, your SaaS DAM provider becomes your corporation’s partner. They want to ensure you are getting the most from your digital asset management software. Through training and support, a corporation is empowered to easily manage a library of digital assets — even when they’re extremely large and complicated.
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