What’s Digital Asset Management?

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
4 min read

Digital Asset Management (DAM) software is really a business process management solution which gives you with a centralized online hub to generate, manage, share, track and discover digital assets

Each year, a lot more than 160 million Americans watch the Super Bowl on television. Given the huge viewership, 30-second commercials are highly coveted, despite a price of $5 million per spot (excluding the expense of production). In 2018 the set of big spending advertisers included; Budweiser, Coca-Cola, Hyundai, M&M’s, Pepsi, Stella Artois and many others.

Now imagine if the Budweiser ad featured the incorrect logo or an uncomfortable typo pointing viewers to a competitor’s website. Fortunately, this didn’t happen, nonetheless it is every marketer’s nightmare.

A Super Bowl commercial is really a digital asset, comprised of other digital assets, including; the logo, font, images, music, video, along with other elements. Everything should be carefully were able to help tell the brand story.

Every day, you can find a lot more digital assets being created. Attempting to keep an eye on versions, licensing and stakeholder access is harder than ever before – and the probability of (often costly) mistakes increase.


Digital Asset Management (DAM) software is really a business process management solution which gives you with a centralized online hub to generate, manage, share, track and discover digital assets.

According to leading business software site Capterra,

“Digital asset management software (DAM) is made to keep your media files safe and sound. Be it photographs, videos, logos, and much more, these systems seek to help keep your company’s branding materials cohesive and protected.”

A DAM streamlines management of most files including Microsoft Office documents, video, audio, design files, and presentations. Seamless integration of one’s DAM together with your other systems ensures your DAM isn’t an island – but instead, it’s the single way to obtain cohesion for the marketing stack.

With a constantly increasing amount of digital files being created and found in a multi-channel environment, with out a DAM it’s an easy task to feel perpetually disorganized and lose control of brand assets. Attempting to keep an eye on asset licensing, staying along with file versions and managing stakeholder usage of assets with out a robust system set up is both difficult and costly. Haphazard asset management can result in a slew of problems which stop your marketing team from providing inspiring, on-brand marketing.

With a DAM, your marketing team, designers, agency partners along with other business stakeholders have uninterrupted usage of your creative files. And at exactly the same time, you have clear processes for the creative content.

The core of any Digital Asset Management system is the opportunity to easily seek out your digital files in accordance with metadata you assign by tagging with keywords along with other descriptors. Financial firms just the beginning of what sort of DAM could make your daily life easy. Here are a few DAM use cases:

  • Online brandhub
  • Local area marketing
  • Creative approvals
  • Manage creative jobs online
  • Order branded materials


With custom brand guideline pages displayed inside your DAM, not merely will your users have the ability to access brand assets such as for example logos, fonts, and images, nevertheless, you may also put your brand guidelines online, rendering it accessible and update. It’s how to help keep everyone on brand.

Local area marketing

With web-to-print templates, adjusting creative content for local markets hasn’t been easier. With easily-accessible locked InDesign templates your retailers, franchises, dealers or local markets can fine-tune specific regions of creative like location and price. Templates link back again to your DAM library so users can select their logos or images to add, if permitted. Without more clip-art surprises, you should have creative consistency across diverse markets and can save well on agency fees for local customization.

Creative approvals

Streamline your creative projects with workflow approvals. This implies artwork is definitely approved by relevant stakeholders before it really is distributed, and files with talent usage rights associated require download requests so that you can capture how these file are employed. With audit trails and alerts, creative approvals keep everyone on a single page for brand compliance.

Manage creative jobs online

With custom forms and workflow, anyone can submit an online creative brief to your marketing or design team. Briefs could be approved and assigned so that you can track the status of projects, assign designers and monitor budgets. Run custom reports on design jobs and view all key dates in a calendar view. Bid farewell to complicated spreadsheets and hello to better-managed creative processes.

Order branded materials

With a database of promotional materials, your team or sales team can simply view pricing of every item, request customizations and order easily.

IntelligenceBank CEO Tessa Court attributes the growth in DAM usage to the clear ROI benefits, “Digital Asset Management saves around two hours each day in marketing administration time and promotes creative quality”. Other benefits include that it; enables stakeholders to ‘self serve’, avoids duplication, ensures compliance, and promotes consistency.

The ROI of DAM

To put it simply, Digital Asset Management makes your daily life easier by helping you save around two hours each day in marketing administration time. With a DAM system, you have the next tangible returns on investment.

  1. Save time looking for assets — rather than trawling by way of a chaotic shared drive or Dropbox, lightning-fast search means your stakeholders can instantly discover the creative files they need
  2. Enable your stakeholders to ‘self serve’ therefore the marketing department isn’t repeatedly sending out exactly the same files
  3. Template customization lets shops or dealers make limited adjustments to creative files, helping you save thousands on artwork localization costs
  4. Reduce courier costs by emailing links to large files to both registered and non-registered users
  5. Avoid duplication of creative that is costly and time-consuming
  6. Ensure creative assets are compliant with talent usage rights and copyright, so penalty fees are avoided.

While they are a few of the cost great things about a DAM, ensuring creative quality is another huge advantage.

Download the ‘What is Digital Asset Management?’ Whitepaper to understand concerning the many features and great things about a DAM.

Thanks to Rob Weisz for sharing his viewpoint in this article. Rob may be the VP of Marketing at IntelligenceBank. He can be an experienced marketing leader, having driven growth across a variety of industries for a lot more than twenty years in Australia, the united states and UK.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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