DM May-Jun 2023

TECHNOLOGY: DIGITAL ASSET MANAGEMENT Dm
"WITHIN AN ORGANISATION, NO TWO PEOPLE WILL UTILISE CONTENT IN THE SAME WAY, NOR WILL THEY NEED TO
ACCESS THE SAME CONTENT. THIS HAS TO BE REFLECTED IN THE SOFTWARE AND PROCESSES THAT ARE INTEGRATED
INTO A COMPANY'S WORKINGS. OUTDATED LEGACY DAM PRODUCTS PROVIDE LIMITED ORGANISATION TECHNIQUES.
THESE SYSTEMS WORK, BUT DON'T PROMOTE OPTIMAL RESULTS AND WILL OFTEN NOT SCALE WITH THE BUSINESS."
problems within that specific team, being
limited to one functional area can also
create a new challenge. For example, if the
marketing department within an
organisation launches a new product, they
will create material specifically for that
campaign. If the content is stored in their
specific system or shared only over email,
there is a risk that nobody else in the
organisation will know where it is stored.
Or worse still - they won't know that it
even exists.
If another department then does
produce work on the same product, they
will waste valuable time looking for the
content, and likely will be unaware of its
location. Alternatively, they spend time
creating the same content without
knowing it already exists, which is an
inefficient way of working.
This unproductive working method can
also drive teams to create their own
processes to manage the content they
deem most valuable. This creates silos and
renders the purchased DAM futile. It can
also cause security risks, especially if any
unsanctioned tools are used. These data
and content silos not only make it difficult
for the organisation to work proficiently,
but they also create preventable costs
through unnecessary duplication.
Silos can even demotivate employees.
Those who want to become creators
themselves will be slowed down and
discouraged by the inefficient way of
working. Employees who share their work
through social media platforms are
valuable to the company, its products, and
its services. The desire to become a creator
needs to be nurtured, not stifled.
Ultimately, searching for files is not the
best use of an employee's time. Creative
teams often waste hours searching for
necessary materials in isolated folders,
when they could be doing much more
valuable work. DAM has emerged as a
critical solution for eliminating search
fatigue by enabling the company to
store multiple creative assets in one
searchable location.
MORE THAN LOGOS & IMAGES
The move from text to image and then to
video is a great example of how to
comprehend the evolution of media within
the last few decades. Although text and
images previously dominated, within
recent years video has become the most
popular form of content. It's now the goto
method for conveying a message.
Whether in the form of a quick Instagram
story to make an announcement, a
product demonstration, or a customer
testimonial; all of these are frequently in
video form and used as a quick and visual
way to communicate with audiences.
The exponential demand for digital
content is fuelled by the expanding uses of
rich media assets. These assets are no
longer just for the purview of marketing
teams and their consumers. Video
messages are distributed internally
throughout a multitude of organisations.
These messages generate a more
personalised experience to employees,
helping to deliver the company's key
messaging or provide health and safety
training, for example. This means everyone
in the business is aware of the
organisation's messaging, and key values -
and can be a brand ambassador for them.
Despite the rise of video as a tool to
educate and inform, older management
systems are failing to keep up with the
pace of change. Legacy brand
management systems used during the
time of logo and image domination are
now completely overwhelmed when
processing and organising large volumes
of video files. The diversification of content
requires solutions that can quickly and
effectively manage a large quantity of
media in various formats.
INTEGRATION IS KEY
DAM systems generally have an
integrated solution, where it interacts
with other applications rather than just
providing the expected basic functions.
This allows for media assets to be easily
located when needed and enhances
collaboration by authorising information
to be pulled from other applications. It
provides functionalities for content
creation in addition to the workflow
management tools.
Some DAM systems operate as a
platform, creating a foundation for
building solutions and systems. Platforms
permit multiple products, applications or
integrated approaches to be built within
the same technical framework. This fosters
a streamlined and wider-ranging
integration experience for processes and
applications across an organisation. When
determining the appropriate platform for
an organisation, it is important to think of
it not just as a technical solution, but as a
business framework.
When considering the integration of a
DAM system, the longevity of the platform
should be paramount. While video is still
king of content, it's rise to the top only
goes to show how quickly things can
change. And how unprepared the
outdated systems can be for this shift.
Open-source DAM platforms, which
provide increased scalability, will allow for
growth and change. When you add new
assets to the platform, you can create new
features to enable user to discover and
protect those files. Features such as this are
critical to the lifespan of a platform. With
the amount of content increasing and
becoming more complex, you need a
system that will support company growth
and not hinder it.
More info: www.hyland.com
www.document-manager.com
May/June 2023
@DMMagAndAwards
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