Head of Commercial & Supplier Management at BBC
15 September 2005 12:20pm
All marketing departments, whether online or offline produce marketing materials. These marketing materials are in many senses the "manufacturing output" of the marketing department. As such, they have a value to the organisation as a whole.
Since much of the actually production and delivery of these marketing assets is outsourced, it is not uncommon for the organisation to lose the original assets or never to have them in the first place. This means that reusing these assets is difficult.
In an age where the production of most of these marketing assets is digital (especially in the area of online marketing), some marketing departments are creating marketing asset "catalogues" and making it easy to search through these catalogues to find relevant materials for your campaign.
In many senses, they are treating their marketing assets like products.
I'm interested to find out how you are managing marketing assets (brochures, banners and graphics, web content, audio, video etc) for yourselves or for your clients. In particular:
1. Are you using a digital asset management system?
2. If so, which one?
3. Do you tag the assets with metadata to make it easier to search?
4. If you are using digital asset management, has it improved reuse of the assets significantly?
I want to see how the business case for Digital Asset Management stacks up and whether people who are implementing these systems are really seeing the benefits that they should be providing.
Executive Vice President EMEA & Asia at Econsultancy
16 September 2005 15:58pm
The business case for Digital Asset Management does stack up if your internal operations are of a significant size, in other words that there are enough users accessing the system and this can be from a print and online production environment through traffic/production staff to account teams, and it is used!
It becomes more advantageous to those agencies offering a variety of services - full service agencies for instance. Assets may be used in many formats and more than once, in fact many times throughout the year.
Image files should definitely have key meta data in them, not just when they were shot, but by whom, for which client and in the case of images purchased from libraries what the IPR is, when/if it expires etc.
When considering a DAM (Digital Asset Management) solution many agencies think only of storing the assets for thier original purpose.
Take this example:
A Campaign running online (banners, email, website) and offline (outdoor, DM, Press) run by an agency. Different formats both for print and for online all have to be produced, then some of these will be amended to different formats and then revised and reprinted at a later date. All the assets are produced and filed. Working in silos the production dept will have their storage, the traffic dept will have theirs and possibly the account management team another - they may have file copies.
Then consider the client wants a yearly review of the work you have done for them - compiling all those peices of work could be very time intensive and utilise the time of someone from each department when it could well be performed by one individual with access to a good DAM.
or, you work in partnership with other companies to provide support services - you give them access, reducing your time
or, the client wants to present all the work you have done for them to their board.
or, you are asked to supply the final copy (text only) from that brochure you produced for them two year's ago and they need it today. Or, the copywriter needs to update from the last final copy for an updated version and doesn't want to rekey it all.
There are many solutions available and most of them have come down in price by a long way. You may decide to implement a low price off the shelf solution to start with to support the business case. What's important is that you involve every department in the agency as you'll be surprised just how useful these systems can be, providing you put the right implementation rules in place and that they are followed.
Lastly, consider whether it should be in-house or whether it should be outsourced. I would say that if you are using outsourcing for assets such as production and print/online, that you request that whoever you are using implements a DAM, which would reduce your overhead, assist in thier customer service to you and increase their offerings against the competition.
Social media guy at CSC
25 September 2007 14:18pm
Looking into Fluxiom - seems like a nice 'compact' product. Not too much to take in for novice users, and offers pretty much everything we need (including the nice 'staging' idea for giving access to specific groups or materials).
I can see it being a lot of work to integrate this effectively with our public website, and I still worry that we're not making optimal use of the other systems we've procured, but there's a groundswell of support for the implementation of Asset Management, so perhaps this will succeed where other systems have failed.
I would like to know more about how they back up the data, and also as to whether they can offer increased storage space (currently tops out at 8GB). Ideally we'd use this system for all digital media, including movies, training videos, etc... but I don't think that is appropriate right now and will remain on our own servers.
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