The reason why Digital Asset Management Matters within B2B Marketing

30 Apr

Businesswoman working in an office brainstorming electronic asset management ideas.

You’ ve probably heard about digital asset management, with its entertaining DAM abbreviation, but do you know exactly what it is? Did you know that it can be revolutionary to the business in either the B2B or B2C landscape?

DAM technology helps organizations plus individuals increase efficiency, save period, and future-proof their work. Let’ s look at the world of DAM, how it works — what it provides, who some of the major players are usually, and how you can find the right software complement for your business.

Exactly what is Digital Asset Management, Anyway?

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Digital assets are simply any kind of computer files, stored anywhere — whether on your phone, tablet, desktop computer, network, or in the cloud:

  • Images
  • Videos
  • Text data files
  • Multimedia files for example PDFs and PowerPoints
  • Program and application files
  • Spreadsheets
  • Directories
  • HTML files
  • Basically anything comprised of zeroes and ones stored within an electronic file

Using the astounding amount of information we create and have access to daily, it’ ersus more important than ever to know how to find exactly what you’ re searching for , when you want it, and to not really waste time with every single search.

A digital asset manager can be software running either on your computer or even in the cloud, built to pull within — or ingest — plus make it easy to organize your documents — all those digital assets that the business creates and uses everyday.

Most organizations nevertheless try to rely on relatively archaic filename and folder-based file organization, even though these systems can work for some smaller businesses, they can all-too-quickly become stretched towards the breaking point, and offer none of the advantages a DAM solution offers.

I’ ve already been working with computer files online virtually every day since 1984, and I think about a good digital filing system to become one of the most important elements of working with computer systems — a part that grows essential the longer you or your company have been generating digital assets.

Far too many people seem to possess a haphazard approach to finding anything they’ ve saved on their computer or even in their cloud storage, being at the particular mercy of whatever search plus indexing system is built in to a specific app or operating system, and are afflicted by the limits of elementary file-and-fold-based structures.

Why is DAM Important in B2B and All over the place Else?

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Within today’ s content-creation-focused marketing globe, some of the greatest gains can come from improving workflow efficiency, and this is where DAM systems shine.

Eighty-five percent of marketers say they may be under pressure to create digital assets plus deliver campaigns faster, while 79% of organizations are seeing income gains from DAM use of 10% or more, according to an Adobe and IDC Infobrief report .

B2B firms involving a powerful DAM system have instant access to all their digital assets, along with nothing getting lost in un-indexed folders, helping to save untold levels of time compared to companies not making use of DAM.

For example , envision a large B2B firm where several departments each have their own means of handling digital assets, and inside those departments each person has their very own file management peculiarities.

When these people and departments certainly need to share files, the clutter often becomes all too apparent, despite having the use of various sharing tools.

DAM helps organizations elegantly and efficiently keep track of the whole of their digital assets going back in order to its earliest files, preserving their own digital histories, and allowing their own users to:

  • Organize in multiple ways making use of many different views, such as timelines plus maps
  • Perform advanced searches such as “ show me all photos through 2018 taken in winter that contain each our old spokesperson and our own new one, and which contain the blue car and which were used at night using a Canon camera over the age of 2015, which we haven’ capital t yet used in a public marketing campaign . ”

Trying to do something like this would get ages to do manually, but an excellent DAM can make the task easy and also fun, along with saving a great deal of amount of time in the long run.

“ Proper Digital Resource Management, or DAM (one associated with my favorite acronyms), is a great way to conserve a TON of time finding files & assets… especially within a big business. ” @JasonSchemmel Click To Twitter update

Break Free of Conventional File & Folder Structures

A key element in most DAM systems is that files can easily can be found in any number of organizational categories.

For example , a photo of a number of industry influencers at a conference, as soon as it’ s been ingested plus tagged in the DAM, will allow you to discover the image by searching for anyone within the photo, the conference’ s title, the dates during which it happened,. etc .

With conventional file-and-folder structures, when you encounter pictures of groups, and your filing program has a folder for images associated with Bob and another for Paul, you quickly encounter the problem associated with whether to file a photo of each Bob and Mike in just the particular Bob folder, just the Mike file, or to try to create folders for each possible combination such as Mike, Frank, Michelle, Sarah, and Rachel.

Some people do this and create multiple copies of each photo to setup those folders — a system that will quickly shows its weaknesses because the number of files involved grows.

A good file and folder-based organizational structure is also important, yet using a DAM usually means that you’ re free of such concerns, because files can exist anyplace found by the DAM software — in theory even all mixed together in a single massive directory.

A favorite system many long-time digital coordinators use is simple and effective, making use of dated folders — one for every year, 12 sub-folders for months, then daily folders within each month. To guarantee the folders for month and day time sort in chronological order, I personally use a two-digit month system — 01, 02, 03 on by means of 12, and a similar two-digit time nomenclature.

Even though a great DAM doesn’ t usually treatment where your files are actually located, keeping them at least arranged by year, month, and day time helps cut down on single folders that contains tens or hundreds of thousands of documents, which even today can cause slow-down head aches with certain operating systems.

“ The particular hungriest marketers will be prioritizing their own data and insight needs, plus paying attention to and seeking out technology or even partners that can help. ” @CaitlinMBurgess Click on To Tweet

The Power of a DAM System & Metadata Management

The quantity of data contained in our files is a lot greater than you may initially think. Certain, there’ s the actual space adopted by image and video document pure pixel storage, however there’ s a vast amount of varying metadata stored hidden within most documents, and a DAM system is one of the best methods to pull this information out and make the most of it.

EXIF, IPTC, XMP, and GPS. These are a few of the primary metadata formats a top DAM system uses. Here’ s exactly what each of these abbreviations stands for:

  • EXIF stands for EXchangeable Image-file Format
  • IPTC stands for International Press Telecommunications Authorities
  • XMP stands for Extensible Metadata System
  • GPS stands for Global Positioning Program

Each of these may contain lots of information about a file, several times this information is never noticed, as most programs don’ t actually look at this data — or when they do, usually just a few pieces of info are plucked out, such as a basic image caption if it’ h been set, or the make and model of the camera.

EXIF metadata is usually exactly what your camera, scanner, or telephone writes into a file, with this kind of information as lens data plus technical camera specifications and the configurations that were used when a photo had been taken, such as ISO and aperture. It also records the date plus time information from when the photograph was taken, plus sometimes countless proprietary manufacturer notes and areas added by each camera manufacturer.

IPTC is definitely an older metadata storage standard , ostensibly replaced by EXIF, nevertheless still used by many programs that will haven’ t moved to the modern EXIF and XMP systems.

XMP is a container file format that can hold several kinds of metadata, including EXIF, GPS NAVIGATION, and IPTC, in addition to its own details. XMP was originally created by Adobe in 2001, and represents an initial focus of the Metadata Working Team formed in 2006 by Adobe, Apple, Microsoft, Canon, and Htc, with Sony joining in 08.

GPS metadata records latitude, longitude, altitude as well as other information that a great DAM system can use to show your pictures on a map, or even perform reverse-geocoding — the process of recording information such as the city, state, and country exactly where an image was taken, based on GPS NAVIGATION data.

The several programs that many of us use to generate and edit files such as pictures means that the metadata they include may be a mish-mash of any or all of the metadata formats, making it quite difficult for a DAM system to determine which usually metadata is the most important.

Plus that’ s just a brief instance for image files — DAM systems can manage all your documents, so you can imagine how complex these types of applications are behind the scenes. Their miracle, however , is in making it all user friendly, manage, and organize your electronic assets.

A useful lexicon of common DAM conditions is the glossary “ A DAM Glossary of Common Terms ” by John Horodyski for CMSWire, that has also recently looked at “ The particular Newfound Power of DAM . ”

“ Using DAM efficiently can deliver knowledge and considerable cost savings, time to market gains, plus greater brand voice consistency. ” — John Horodyski @jhorodyski Click on To Tweet

Who are Some of the Top Players within the DAM Sector?

thirty-two of the leading players in the DAM world are listed below, and they vary wildly from popular photo-centric consumer-oriented deals such as Adobe Lightroom, to business workflow DAM systems including Canto and Adobe Experience Manager Possessions.

This list within nowhere near a complete one, yet can help get you and your business began when looking for a DAM system that will matches your needs.

To handle my own personal collection of some 220, 500 images, I use IMatch.

Level Up Your B2B Marketing Along with DAM Ideas


Whichever DAM solution a person settle on is bound to increase your organization’ s i9000 efficiency and productivity, and while this particular introduction to DAM is just a jumping away point to discovering which works best for you personally, hopefully you’ ve come aside with a few new ideas.

Looking for more ways to conserve time and be a more efficient B2B marketer? Check out “ 5 Time-Saving Tips to Overclock Your B2B Advertising Efficiency , ” and get motivated by our own CEO Shelter Odden ’ s “ Inspiring Examples of B2B Influencer Marketing and advertising in Action . ”

Do you have your own favorite DAM program? Please let us know in the comments beneath.

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