Revolutionise the management of your digital assets with a DAM solution!
When a company produces a lot of marketing or communications content, and/or frequently collaborates with external parties, dealing with its media can quickly become a real headache.
How can it be stored, organised and shared simply? How do you maintain a strong brand image at a time when the media that represent it are multiplying and becoming more complex?
By using a DAM solution, of course!
This type of tool has become essential for organisations facing major challenges in managing their digital assets. And if you're reading this article, we bet you'd like to learn more about the subject 😉.
What is Digital Asset Management software and what features does it incorporate ? What are the benefits of using it? How do you choose your DAM solution?
Follow the guide 👉.
What is DAM?
The acronym DAM, which stands for Digital Asset Management , defines a category of software used to :
- store;
- manage;
- share;
- distribute all a company's digital resources.
There are various types of asset supported by DAM solutions, including :
- images, including photos, illustrations, logos, etc. ;
- videos
- audio files
- prints/PDF ;
- advertising banners ;
- models and templates ;
- 3D files, etc.
💡 Note: DAM is sometimes referred to by other names, such as photo library software or media centre.
These tools, which started out as simple storage spaces, have been developed and enhanced in response to the challenges posed by the proliferation of digital content within companies. Today, they include more advanced functions, such as media processing (cropping, for example) or integration with other business solutions, like the PIM.
Who is a DAM solution aimed at?
The DAM solution is primarily aimed at marketing and communications departments, which usually have to handle digital assets as part of their campaigns.
However, if the tool is to be profitable, a large amount of content needs to be produced, or there needs to be regular collaboration with external parties or between the various entities in the same group.
💡 Good to know: Digital Asset Management software is particularly useful for organisations operating internationally, as it facilitates work between geographically dispersed teams. What's more, it often incorporates functions supporting local marketing, i.e. the implementation of actions tailored to the specific characteristics of each country.
What is the purpose of DAM software in relation to business challenges?
DAMs are used by marketing and communications departments faced with a host of challenges resulting from new market realities:
- the increase in the volume of information and the number of distribution channels: the DAM centralises all digital assets in a single location ;
- the need for greater personalisation of campaigns: the DAM provides organised access to content tailored to different audiences, making it easier to create targeted messages;
- the need to work on and enhance brand image: the DAM maintains the consistency and quality of branding materials;
- optimising working time to increase productivity: the DAM avoids wasting time searching for content or sharing information;
- security requirements and rights management: the DAM ensures the protection of sensitive files and controls access to data.
😀 In short, a Digital Asset Management solution means you can work more efficiently, both in terms of productivity and the relevance of the marketing actions you take.
5 benefits of a DAM solution under the microscope
#1 Better management of digital assets
Better management of your assets... this is undoubtedly the main advantage of a DAM solution!
We've just seen that the amount of information to be processed, and the channels through which it is transmitted, have multiplied in recent years: social networks, print or online media, websites, billboards, emailing.... In short, we now need tools capable of processing and organising this information efficiently, while preventing files from being lost or damaged.
At the same time, with DAM, the time wasted searching for hours for specific media is a thing of the past, as it allows you to :
- arrange them according to your own logic, categorising them using keywords for example ;
- quickly find the assets you need using advanced search tools that take into account a range of pre-set criteria.
The result is faster production of your marketing campaigns, or even your product sheets, for the benefit of your bottom line.
#2 Smoother collaboration
Thanks to a DAM solution, file-sharing operations (even large ones) become much simpler, as everything is centralised in a single space.
👉 This is also a major advantage if you use external service providers, with whom it's important to maximise the fluidity of information exchanges, without compromising the security of your data.
What's more, the DAM allows you to set up automated workflows so that you don't waste time on document revision and validation circuits.
#3 Enhanced security and compliance
If you don't use the right software, you also run the risk of having your company's content stored in an insecure way . And that's a real problem, given the increasing risk of cyber-attacks 🏴☠️!
Fortunately, you can count on DAM software, which does not skimp on security protocols and hosts your data in protected infrastructures. What's more, they traditionally include functions for :
- rights and access management, to ensure that a given individual only consults and/or modifies authorised documents - no more, no less ;
- traceability, to know who modified what and when, and to go back to previous versions if necessary.
Finally, Digital Asset Management platforms enable specific conditions of use to be associated with a file. The aim is to guarantee compliance with intellectual property obligations (image rights, copyright, etc.).
#4 A strong, consistent brand
Whether your company is large or small, and whether it has several brands or subsidiaries, you often have to ask yourself how you can ensure that your marketing is always consistent.
A DAM solution can be used to create a single data repository. In this way, you provide the same level of information to all stakeholders, and ensure that assets are aligned with corporate guidelines.
Ultimately, Digital Asset Management software makes a positive contribution to your brand image, giving you the means to develop a visual identity that is both strong and consistent.
#5 Taking account of local and individual specificities
However, brand consistency does not mean failing to take account of consumers' heightened expectations in terms of personalisation.
Indeed, with the acceleration and improvement of creative processes resulting from the use of a Digital Asset Management tool, teams have more bandwidth and technical resources to create more targeted content.
What's more, DAM simplifies the management of local specificities in your marketing strategy:
- You get better visibility of compliance issues associated with each country;
- you benefit from functions dedicated to handling localised versions of assets, taking into account cultural and linguistic specificities.
The main features of an IT DAM
The functionalities found in a DAM obviously vary from one solution to another. But here are the most common ones 👉 :
- centralisation of digital assets within a single interface, even if there are a large number of them ;
- metadata management, which involves adding and organising descriptive information to digital assets;
- advanced, multi-criteria searching
- user access and permissions control;
- versioning and modification history, to ensure better traceability of actions;
- automated workflows to speed up approval processes, among other things;
- file format conversion;
- integration of the DAM with your other business solutions, such as your PIM or e-commerce software;
- media processing tools (cropping, resizing, modification, etc.);
- collaboration options, such as the ability to add annotations or comments;
- reporting and analytics;
- management of the rights and licences associated with each media item;
- secure sharing of files, even large ones;
- data backup and restoration;
- availability of a mobile version of your DAM solution.
How much does a DAM solution cost?
The answer to this question seems complex, as prices vary considerably depending on the features offered and your actual needs.
As an indication, DAM solutions for small businesses can start at around €50 a month, while more robust software for large organisations can cost several thousand euros a year.
We recommend that you contact the suppliers of these platforms directly to obtain personalised quotes. All that's left for you to do is make your calculations to identify the software that promises the best return on investment.
💡 NB: if, in the interests of saving money, you feel like looking at open source DAM (whose licences are often available free of charge!), beware of the other possible costs associated with its deployment, maintenance or technical support.
How do you choose your Digital Asset Management software?
To choose your DAM software, start by looking at the question of functionality. As we saw earlier, there are quite a few of them. Concentrate on those that you feel are essential in terms of your organisation's needs and size.
You then need to look at other criteria, in particular:
- the hosting method 👉 your heart will swing between :
- a SaaS DAM, where one of the advantages is that the publisher takes charge of updates;
- on-premise hosting on your servers, guaranteeing total control, but requiring resources for maintenance;
- the scalability of the software, i.e. its ability to grow with your business and handle an increasing volume of assets;
- the ability to customise the system to your specific requirements;
- the simplicity of the solution 👉 look at the intuitiveness of the interface and check the availability of training resources for users ;
- data protection 👉 choose a system that hosts your data on a server located in Europe, with high security standards;
- the quality of customer support 👉 it must be available and responsive in the event of a problem.
But above all, it's preferable to benefit from real support throughout your (often complex!) DAM implementation project, whether it's for formalising your requirements, rolling out the solution or ensuring that users adopt the software.
🛠️ Example of a DAM solution:
Ephoto Dam has been on the market for over 18 years, and is a robust platform designed for SMEs, ETIs and major accounts. It is a comprehensive solution that centralises all the key functions of a good DAM: hosting and searching for digital content, asset sharing, workflows, rights management, etc. All via a dynamic, customised interface. All via a dynamic, customisable interface that adapts to your needs. What's more, its many integrated plugins (Microsoft Office, Adobe Creative Cloud, etc.) make it an ergonomic tool for increasing efficiency in managing your digital assets.
👉 Discover our selection of the best digital asset management software here.
Finally, how do you make a success of your DAM project?
Convinced by the benefits of a Digital Asset Management solution and ready to take the plunge?
To end this article on a high note 🎉 here are 6 tips to follow to ensure your DAM project is a success, i.e. to make sure you both choose the right software and implement it successfully in your business 👉.
- Before you get started, identify precisely, with the teams concerned, what you want to achieve with your DAM solution to guide your choices.
- Involve all stakeholders, especially end users, from the outset. Understanding their needs will ensure successful adoption.
- Carefully compare the possible options, without hesitating to ask for product demonstrations or test free trial versions.
- Plan the implementation carefully, using a detailed timetable with milestones and allocated resources.
- Organise training sessions for users, as this is a necessary step before the DAM can be used to its full potential.
- Evaluate the results of your project, specifically the impact of the solution on business performance.
Armed with these recommendations, you're ready to take your media to the next level, no longer seeing them as mere resources, but as strong pillars of your marketing and communications strategies 💪!
Article translated from French