Viewing entries in
Digital Asset Management
It's said everyone has a twin, and at Freedom we’ve come to believe that's true of every marketing department as well: every company's pre-DAM state is creative chaos. If you’ve ever felt that your organization’s lack of process and organization was uniquely shameful, take heart and keep reading! You’re not alone.
At first glance, it may seem that Business-to-Consumer (B2C) has all the sexiest digital asset management problems. Business-to-Business (B2B) typically markets to a smaller set of more educated buyers. As a result, not too many widget manufacturers have to manage talent rights, purchase Superbowl ads, or resort to shock tactics to get noticed by an increasingly cynical and media saturated consumer culture.
I know what you’re thinking: “But then how do you explain GoDaddy?”
For that answer, you’ll need to ask someone smarter than us.
But to understand how DAM can solve 5 really big problems for B2B organizations, you’ll only need to keep reading.
For those of you who don’t think that “RAID levels” refer to pesticide strength, we offer a handful of technical considerations to keep in mind as you build out DAM functionality within your existing AEM implementation without 404-ing your website.
In a previous article, we explained that many AEM Sites customers are ignoring true power of Digital Asset Management (DAM) in their Web Content Management (WCM) deployments.
That article was full of funny tweets and jokey diagrams. This article has the real fun stuff: bulleted lists!
So you’ve finally relaunched your corporate website on Adobe Experience Manager.
Now how on earth are you going to create enough content to put on it?
Let’s face it: most of us enter the DAM world through E-level intervention. Executives are approached by vendors with the ROI pitch: better, faster, more accurate access to digital assets, less staff time burned on discovery and deployment, more efficient use of man hours.
All true.
But dismissing or characterizing DAM as a tech solution, mostly good for search and seizure, is an underestimation of a tool with much greater value to those of us who belong in the other camp—the creative space.
This week, Amazon announced #AmazonCart. And it was a Big Deal. Or a Passing Fad. Or a Game-Changing Disruption.
The consensus among the media/blogging community was clear: they all needed to write and post clickbait as quickly as possible.
If you can’t tell, I’m typically cynical about most sweeping proclamations about the future of a particular technology. But in the case, put me in the Game-Changing-Disruption camp. Specifically, the Act-Now-Or-Else cabin. Which has great views of the Your-Business-Will-Fail-Without-This-One-Weird-Trick lake.
But tortured metaphors aside, I believe that retailers must respond immediately to #AmazonCart for reasons that are clear with a bit of careful forethought.
In today's constantly changing healthcare environment, the smartest pharmaceutical, medical device, and hospital systems have been using sophisticated digital asset management (DAM) systems to make their entire organization more nimble. At the same time, many laggards are struggling by with outdated or non-existent DAMs.
If your organization is lagging, here are 3 key factors to ensure you get the most from an investment in DAM:
The #1 mistake that companies make with Digital Asset Management is thinking too small.
Many companies short-sightedly try to save money with low-end DAM software that only acts as a searchable repository. But even technically simple repositories require non-simple impacts to an organization’s human capital: Retraining, change management and adjustment to business processes across teams and geographies.
It’s Friday afternoon, so I hope you’re all putting the finishing touches on a productive week and cruising into a relaxing weekend with family and friends. And I don’t know—hobbies?
But I expect you’re wrapping up an already 60-hour week by frantically trying to finish enough of the high-priority, super-urgent, ASAP tasks on your plate to justify delaying the remainder to whichever parts of your weekend you habitually allocate to work.
Now for investment bankers and medical residents, perhaps this lifestyle is defensible. But for marketers, this level of habitual overwork crushes our ability to think creatively and strategically.
Recently, a brand manager overseeing a new product launch for a top-5 beer company told me that he had spent $10,000 to build his website. And he hadn’t requested additional budget for next year.
My first instinct was to patiently explain—in small words—the new marketing realities. Circa 1999.
Accelerating change!
Disruption!
Big Data!
Singularity!
<Insert buzz word here>!
After all, I’m a digital technologist. I have spent years working with visionary Chief Marketing Officers to build digital marketing ecosystems that drive huge measurable returns for their organizations.
But during a very short conversation—in which the brand manager was the one using the small words—he convinced me that the web really didn’t matter to his business.
