You know those rectangular devices we keep in our pockets are drawn to almost compulsively? Well, it turns out they are kind of a big deal in the marketing world.
Here are a few stats that showcase just how dominant a force mobile phones are within the context of ads and brand promotion:
- By the end of 2018, mobile ad spend surpassed TV spending by over $6 billion.
- Mobile users spending tally is set to eclipse $1 trillion within the next few months.
- 97% (!) of social advertisers dedicate at least 50% of their budgets to mobile.
Any organization, regardless of size or industry, more or less has to adjust it’s marketing strategy accordingly. A premium needs to be placed on mobile marketing.
However, companies lacking a foothold within the digital marketing sphere may find breaking into it a daunting task.
That’s where digital asset management systems enter the picture.
What is digital asset management?
Sure, companies face unique challenges stemming from their industry and the nature of their product or offered service. However, one can find a common denominator to the problems a high percentage of businesses face on a daily basis.
“Storing, organizing, retrieving and sharing digital content among individuals and teams is something even SaaS powerhouses struggle with.”
Digital asset management (or DAM) is an all-encompassing term that covers a large array of software solutions; from an individual’s digital file library to a database of photographs and audio managed by a company.
DAM software contains features that nullify the complications that so often accompany these activities. It serves to enable better workflow automation, easier backups, retrieval and archiving, along with tracking usage of different software-related aspects.
The proliferation of multimedia on the internet has issued in the age of DAM. According to Transparency Market Research, the value of the DAM ecosystem is set to exceed $6 billion by 2025, a five-fold growth over from just $1.7 billion in 2017.
This growth has also been partially attributed to rapid digitalization within the public sector.
To put it mildly, the public sector is not always as equipped to cope with the constantly-shifting technological landscape.
Even the most bureaucratic, traditional government organizations are forced to abandon standard, largely manual practices.
Automation through digital asset management allows for a smooth transition for these departments and institutes.
The Growing Importance of the Smartphone
As mentioned above, mobile marketing is now the dominant trend within the branding and advertising worlds.
Companies will almost always design any marketing campaign or initiative in a way that will shine through mobile. This extends to their site design and layout, as well. Companies know mobile-friendly sites are heavily favored by Google’s search, which
Eye-catching, highly engaging sites usually lean significantly on imagery. The problem is, this not necessarily looked-upon favorably by Google. Large images greatly slow; to avoid getting on Google’s bad size, images must be optimized.
Here’s another website-related challenge: Given that a staggering 82% of consumers seek information regarding your product or service prior to actually purchasing it, you cannot afford to turn them off with a slow site. You are being examined; the speed with which relevant information reaches a potential customer prove to be incredibly impactful.
“Digital asset management software bridges the complexity gap. It takes care of all the hard work, freeing up marketers and developers to worry more about the data collected and how to leverage it.”
Ways DAM Can Revolutionize Your Mobile Marketing
Optimizing video and image sizes
A pain point that resonates through industries over is the need for different video and image sizes for the different social media sites and even advertising networks. Digital businesses that are composed of different teams may also have a pretty hard time trying to keep track of a project all the way through its lifecycle.
“DAM platforms increase productivity by creating a central repository for all multimedia and making it as easy to navigate as possible.”
This includes tags to easily classify videos and images, a search feature to search the tags and metadata, managing permissions to all the assets and to provide a communication medium.
Optimizing your workflow is a crucial element of ensuring timely deliverability. The right DAM software should be able to resize all your videos based on the criteria that’s fed into it. Rather than having to have square videos, vertical videos and banner videos created manually, it can all be automated.
Facilitate video storage, formatting, & sharing
The marketing world that has seen a dramatic rise in adoption of video. This shouldn’t come as much of a surprise, considering video has the highest sharing rate at 92%, and a video is as much as 53 times more likely to appear in the first page of a Google search, thanks to video content.
With all that said, it’s not like getting into video marketing is something all that simple to do. Consider the number of different social media sites that exist and all the stipulations they have for a video ad campaign. It can be 15 seconds for Instagram, 30 for Facebook and 90 for YouTube. But how do you keep track of all these videos, add watermarks, and distribute them automatically? Well, a DAM software, of course.
The increasing importance consumers have placed on video content means you need a DAM software that has editing capabilities but don’t expect it to be as complex as what you’d be able to achieve with Photoshop or After Effects.
Clip videos, splice them together, or even add a voiceover with the right software for the job. Just make sure you have the right kind of content ready and let your DAM do all the heavy lifting.
“Remember, more than 75% of worldwide video viewing is mobile. That includes marketing and promotional videos. It is critical your mobile video marketing operation is running smoothly. DAM sees to that.”
Optimized storage and delivery
Any marketer will tell you just how much of an impact artificial intelligence has, and will likely continue to have, on his or her field. Aside from providing new outlets and channels through low-cost automation, it’s had some serious implications in the IT industry. In this case, AI scans media and classifies it as either deliverable to mobile devices or not. This depends on the physical dimensions of the image, its quality and a few other features.
Some DAM software is also able to compress images and videos on-the-fly or before delivery, including while in storage. Since mobile phones have considerably less processing power than desktops, the photos and videos delivered to them need to be smaller – both in terms of dimensions and size.
“If you rely on a CDN in addition to a DAM system, it can be programmed just as meticulously. This saves you the trouble of having to do the work using your own CPU time.”
We recommend you explore incorporating a DAM system. It can greatly benefit your marketing initiatives, and enable a seamless, positive interaction with your brand for consumers using mobile phones.
