The State of Digital Asset Management

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

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