Your content is crucial to your marketing efforts.
You cannot run a successful marketing campaign without a well-organized approach to your visual content and the customer data it generates.
Tech companies that want to leverage the benefits of creative images, video, and other media need to maintain tight control over how and where that content is used. Scattered and fragmented asset storage leads to lost files, expensive revisions, and innumerable lost hours spent looking for things that should be a click away.
Digital asset management (DAM) solutions keep marketing materials and branded content centrally-organized in a searchable, indexed database. This empowers organizations to deliver on their promises even when their teams are spread across multiple time zones, using different productivity platforms, and extended varying levels of access.
Companies that commit their marketing assets to well-designed DAMs are able to collaborate more efficiently, secure their digital assets more effectively (during every stage of their life cycle), and analyze their data more deeply than those that do not use DAM platforms. They also deliver better branding consistency and far greater marketing flexibility than their peers – competitive advantages that any tech company executive should immediately see the value of.
What do Digital Asset Management solutions do?
Digital asset management platforms give companies a way to store and organize their content and content-related data in a consistent, uniform way. When your company deploys a DAM, it gains access to a library of its digital assets, organized in a cloud-powered, indexable database that makes it easy for employees and partners to find the assets they need.
Digital assets come in many forms. Even a small tech company with a modest marketing budget can create thousands of files that need to be stored, organized, and versioned accordingly every month.
These assets may include:
- Images and photos
- PDF files
- Customer feedback
- Analytics data generated by any of the above
These solutions help businesses take control of the content they create. According to the Content Marketing Institute, between 60%-70% of all created content goes unused – and it is often due to the kinds of communication disconnects that digital asset management platforms solve.
Why your company needs to invest in Digital Asset Management
Growing companies have to manage ever-increasing infrastructural challenges to remain competitive. Without taking the time and effort to establish an organized, automated solution for asset management, a sudden peak in conversions or sales is simply unsustainable. Disorganization becomes a bottleneck that prevents growth.
Deploying a digital asset management solution is the first step towards creating a sustainable platform for marketing growth – especially in a marketing landscape dominated by video content and analytics.
Here are five reasons why deploying a DAM now will empower your company’s video marketing and analytic strategy:
1. DAMs support communication and collaboration
Without a DAM in place, it’s nearly impossible to keep track of marketing materials and video content. The lack of a single, centralized repository for your organization’s content becomes a constant, expensive drain on valuable employee-hours, dragging down productivity.
If you have found yourself searching for a file that another employee sent a week ago, frustrated by the fact that you can only seem to find an outdated version from two weeks ago, you have confronted the exact problem that DAM technology solves.
Managers and supervisors who have to work with a large number of partners, distributors, sales team members, and retailers quickly outpace their ability to autonomously organize content. Forgetting where a certain file is stored is not an end-of-the-world scenario – you can always take the time to go and find it – but it does drag down productivity and that will take its toll on business profitability and consumer confidence over time.
Being able to automatically organize and update digital content is incredibly important when it comes to video analytics and content. A good DAM allows users to intuitively upload and share video content with employees, users, and customers while automatically replacing outdated content. DAMs ensure your team is always operating based on the newest information contained in your video content strategy.
2. Managed digital assets = secure digital assets
Email fraud and phishing attacks remain one of the biggest cybersecurity threats out there. Companies that do not centralize their content storage and communication processes are leaving themselves exposed to deliberate attacks and exhibit negligent mismanagement.
In an email-only environment, it’s all-too-easy for an opportunistic attacker to gain entrance to an unauthorized inbox and start searching for sensitive data. This could include customer data – leading to an expensive and reputation-damaging data breach announcement, or it may result in the leak of important confidential documents.
In a cloud-hosted environment using Google Drive or Microsoft Office 365, productivity can easily suffer when an unauthorized but well-intentioned employee starts editing materials unannounced. If you don’t want non-creative personnel interfering with intricate marketing materials, you have to make sure they can’t.
DAMs address this issue by establishing a centralized repository for storing documents, images, and video content and assigning user privileges on a secure basis.
Only DAM administrators have permission to extend privileges to different users, and they can grant or withdraw these privileges whenever needed.
Protecting digital assets from internal and external threats requires paying close attention to DAM user permissions. A digital asset management solution for video marketing will make it impossible for viewers to save images and videos on their devices, protecting corporate assets from being used and reused illegally by bad actors. This will protect your brand’s reputation while ensuring that your tutorials, testimonials, infographics, and other assets are not hijacked and used to benefit your competitors!
3. DAMs enable best-in-class analytics performance
Video analytics is one of the most valuable benefits that a DAM can provide. While analytics options for other content types are relatively easy to find and integrate, it’s much harder to leverage the incredible benefits of video viewer analytic without using DAM technology.
When someone watches a DAM-hosted video, you know it. You can tell where the video was watched, what device the viewer used, and even how far into the video they went. DAMs that support video heatmaps can aggregate this data and show you exactly where your video content is performing the strongest – and where you need to improve.
One of the mistakes that tech companies often make with their digital asset strategy is undervaluing the importance of video analytics. It is not enough to put video content up and wait for people to come flocking to your website to buy your product or service, you need to analyze the traffic you get and find ways to complement it.
Without a DAM in place, you will have to use a video hosting provider like YouTube or Vimeo. These companies use their own digital asset management platforms to monetize content, but they won’t share the insights they glean with you. They analyze viewer behaviors and engagement in order to increase their conversions – not yours.
With your own DAM in place, you can start learning important things about your audience, and increase the breadth of your knowledge with every new video you host. DAMs that support distinct video capabilities like video heatmaps and engagement analytics are an incredibly important part of any modern video marketing strategy – you simply cannot achieve reproducible results without that data.
4. DAMs enable brand consistency for internal and external content
One of the most common problems that companies without a DAM solution face is mixed messaging from their marketing and sales teams.
Imagine that your marketing team just broadcast a new offering to help drive sales by repackaging one of your products or services with a new name. Customer requests start pouring in, but your sales team has never heard of the repackaged product that people are suddenly asking for. Your company will lose a substantial volume of sales during the time it takes the sales team to realize it was not kept in the loop about the company’s new offering.
This is a classic consequence of brand inconsistency that ties into company-wide communication. All of your content, and the messaging it includes, has to deliver a consistent experience throughout every customer touchpoint.
Tech companies that present images in generic galleries are denying their users a branded visual experience that a purpose-built gallery would offer. Embedded YouTube videos are a common culprit of brand inconsistency. Users are often unaware of where YouTube’s suggested content is coming from. If the YouTube video player is embedded on your site, it looks like your brand is suggesting cat videos and teenage livestreams to your users – not good.
A good DAM prevents you from disrupting the consistency of the customer experience at any part of the sales cycle. It will ensure that your internal and external communications are aligned with customer expectations, and give you the ability to establish branded templates for your own digital assets. Your image galleries and video players can be designed to fit with your brand’s aesthetic, instead of contributing to another company’s.
5. DAMs increase marketing flexibility
There is no such thing as truly evergreen content. Every item of content you create has a shelf-life, and video content in particular can go out of date quite quickly. Any company trying to lay down a long-term marketing plan will need to establish standard operating procedures for its web assets, and that will necessarily include editing and adjusting their best-performing videos.
The ability to collect and analyze user engagement with digital content comes hand-in-hand with the need to revise that content based on user feedback. The ability to establish strict versioning rules for your videos and images will play a critical role in making this process easy to accomplish.
Being able to quickly update digital content without having to spend hours looking for long-lost files or wait for a content creator to respond to an email is an important productivity-boosting move. Replacing outdated or inaccurate content quickly is absolutely key to cultivating and maintaining a positive brand reputation.
Without a DAM in place, you will not only have to spend a great deal of time engaged in back-and-forth messaging to find and adjust out-of-date content, you will also have re-embed that content along with all of the metadata it comes with. For video content, that can mean restarting your analytics from zero and creating a new set of captions from scratch.
Keeping content up-to-date without a DAM is a thankless, time-consuming task! Keeping well-organized versions of every distributed video in your marketing plan enables unparalleled flexibility. Digital asset management platforms allow you to adjust your content to reflect new consumer trends or sales priorities in mere moments.
Invest in comprehensive digital asset management with video analytics capabilities
While the point of a digital asset management solution is to provide a centralized point of reference for all of your content, finding a DAM for video analytics is particularly valuable. 87% of marketing professionals use video as their primary marketing tool, which means that the vast majority of marketers are looking for a DAM that functions as a video hosting platform.
Prioritize video in your content management strategy and you will be able to make the most of this powerful communication format when addressing your customers and solving their problems.