Digital customer experience has become a top-three growing priority, according to Forrester’s April 2020 COVID-19 Service Provider Pulse Survey. As companies look to deliver more personalized, engaging (and lower-cost!) experiences on their digital channels using assets like video or even 3D renderings, an increasing number have turned to digital asset management (DAM) to better manage the creation, production, and distribution of these types of rich media content. It’s a critical element of digital experience (DX) delivery and a core component of the modern digital experience stack (see graphic below).
We recently interviewed 15 enterprises to hear their DAM best practices and lessons learned. Organizations focused on three key areas to make their DAM selection and deployment a success, including:
- Building a strong business case. To secure funding, identify where DAM will drive both efficiency and new revenues. One media company told us they finally knew it was time for an enterprise DAM when someone got up to speak with the wrong logo behind them! DAM helps organizations avoid these issues by establishing a single source of truth. Another company told us it was taking them days to find assets and they were duplicating work across departments because they had no visibility into what content already existed.
- Selecting a vendor fit for future needs. Many companies we interviewed told us they were forced to replatform once they outgrew their department level or legacy DAM. To avoid a dead-end investment, identify your future users, content, and growth. Even if you only plan to store marketing images now, will you explore emerging content formats such as 3D for future campaigns? Will other departments eventually use the DAM? What about your agency partners?
- Driving adoption by creating internal buzz and identifying evangelists. If it’s not used, it’s not going to generate ROI. Firms told us their most effective, and most creative, methods for deploying and socializing their DAMs. One multinational chemical company established a global network of champions responsible for governance, training, and change management.
An enterprise DAM can be a key ingredient for streamlining your content creation processes, boosting reuse, and setting up new personalized experiences. But it requires a skilled chef, the right suppliers, and customers that see so much value that they want to help you spread the word. That’s why we prepared our latest report, “The Digital Asset Management Cookbook.” We hope you check it out.
Want to learn more about how DAM can help you deliver better digital experiences and drive efficiency? Set up an inquiry with me.