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The State of Digital Asset ManagementSeptember 14, 2016
Digital Asset Management is widely known as a process for organizing
(through the development of a strong taxonomy), storing and retrieving assets.
Who Participated in the Survey?
• Survey Conducted from January 2016 through July 2016
• 54% identifying as a marketing professionals
“Ninety-two percent of respondents said that
brand identity was important or very
important.”
“A brand’s identity is a promise to customers and they work very hard to
deliver that promise.”
Who’s Doing the Marketing?
What Negatively Impacts Your Marketing Campaigns?
Ignoring Brand Guidelineswas found to be the biggest cause of a negative impact on marketing campaigns.
This was closely followed by:• Repeated Requests for Same Content• Poor Communication• Resending Content• Long Work Hours
“Brand consistency is an extremely important part of a marketer’s job and
is often times not adhered to both internally and externally.”
How are Companies Sharing Content Internally?
While DropBox, Shared Drives and Servers were used often...
...Email was, by far, the most common tool for content collaboration
How are Companies Sharing Content Externally?
Similarly, Email was used the most for sharing assets with agency partners.
DropBox, Web-Based Sharing and FTP were fairly common
Working with Agency Partnerships
These partnerships Primarily include Collaborating on:• Digital Production• Creative• Marketing Strategy
53% 18%
29%
use a reporting tool for auditing the success rate
of Agency partners
are manual calculating with excel
and google docs
don’t have a good way of auditing
campaigns
In 2016 and 2017, Marketing Campaigns Will Focus on Web and Social the Most
Biggest Challenges of Working with Marketing Assets
1. Analytics and Reporting 2. Handling Multiple Formats
3. Tracking Assets4. Reusing Assets 5. Version Control
“Anyone who’s responsible for the bottom line budget would want a system that can produce reports and evidence
to back their campaigns.”
Time Spent Each Day
None Some Half Most
Priorities on a Scale of 1-5 (5 Being Highest)
Common Themes & Key Takeaways
• You’re not alone! Others are dealing with the same challenges.
• Maintaining brand consistency and identity is a big issue.
• Where we are spending our time doesn’t match up to our priorities.
How a DAM can help.
• Free resources do not provide your company with the search ability or security of a DAM system
• DAM systems provide the analytics and reporting you need
• Having a solution to manage all of your multichannel marketing content is critical
Connect on LinkedIn: www.linkedin.com/in/whitneyharmel
Follow Her on Twitter: @WhitneyHarmel
Email: whitney@brandobility.com
Call: 410-698-3289
Check Out Our Blog:http://info.brandobility.com/blog
Follow Us on Twitter:https://twitter.com/brandobility
Thank You!
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