This is the first part of an ongoing series.
Digital Asset Management is a metadata engine, that can dive into your content through a myriad of channels on a large number of devices with the automation and analytics your business needs to compete today and in the digital ecosystems of the future.
Managing digital assets is a complex business. Searching and finding is more complex. It’s nearly impossible to personalize the right channel, with the right message at the right time, without a cutting edge approach to the content lifecycle. Let’s fix that.
Over the past few years, I’ve been hearing from many people around the world struggling with their DAM initiatives. Typically, it lacks management support and understanding, a data-centric strategy, resources, and data modeling, and sometimes the DAM vendor over-promises and defaults. However, mostly, this is due to the willingness of the customer who is looking for a DAM system.
One of my industry colleagues, Chris Roy, explains the problem succinctly:
“The technology itself is 10% of the decision, and the balance is the willingness (or lack thereof) of the buyer. Most companies don’t like to acknowledge a lack of willingness, isolated stakeholders, unwillingness to change, and a lack of an overall strategy for digital transformation, but these four factors determine whether an initiative Successful.
“There is an abundance of capable DAMs but a dearth of companies that are able to reap the benefits of truly capable DAMs. I have overseen negotiations for more than 600 DAMs, many of them for Fortune 500 companies, and I can tell that only a few use DAM to capacity. The myth remains strong that New technology is the solution to the problem, while the problem is instead the discrete actions that stem from the company’s vision.”
Mistake #1: Everyone is looking for a seller first
DAM is a little different than buying traditional software to power your workflows and processes. DAM is not just a software tool; It is a strategy that needs project management, change management, and vision, with the right resources needed to drive it.
The DAM market is covered by many companies, from high-end analyst firms, consulting agencies, and audience power. Each adds its own sophistication in vendor capabilities, and so far, none offers the ability to take a definitive view of not only the content lifecycle, but the foundations for building a people-centric and user-centric metadata approach to thinking, creating, organizing, and analyzing content and data in modern organization. .
In the coming weeks, we’ll look at every aspect of the DAM from a strategic point of view, and what the client needs to do in terms of being prepared, getting management approval with the right metrics, including the implications for managing the project from the end to end content lifecycle process.
Ultimately, willingness to implement, migrate, and integrate into marketing technology suites and other business-critical downstream systems is critical. We will delve into the implications for governance and, more specifically, metadata.
Managing digital assets right is a transformative metadata engine whose extent and scope can change how companies plan, think, create, implement and analyze from start to finish.
In the next post, we will look at the fundamental aspects of solving the DAM dilemma as a strategic imperative. After all, how many of us don’t share, use, and reuse content on a daily basis.