Digital asset management is organization assets to improve visibility, discoverability and distribution throughout a company; extending their value for a longer period of time.
Majority of the my experience with digital asset management, marketing is often the largest stakeholder. This has to do with marketing's need to create various types of marketing material to push a product or an initiative throughout the year for both external and internal purposes. Weekly campaigns will push the limitation of teams that create them and systems that store and distribute them.
I often compare digital asset management to warehouse management (which I've done) because if you don't know what you have in your inventory, resource may be spent unnecessarily to acquire what you may already possess.
ROI is often talked about in the digital asset management conversations. Maximizing the use of a given set of assets. Leveraging assets from campaigns in yesteryears.
Digital asset managers and librarians are tasked to keep up with the paste. Organizing existing assets, working with marketing/brand managers/creatives to prepare and receive new creative assets that are in the pipelines, coordinating with web and software developers on distribution of creative assets and troubleshooting system functionalities and improvements that are needed are some of the responsibilities of the digital asset management team.
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