We all know that marketing is getting harder. There’s been a massive growth in online channels and consumers are increasingly calling the shots in their relationships with brands.
Marketers are creating an enormous amount of content in order to attract and retain the attention of consumers and the sheer quantity of content required often throws up tricky marketing production and management issues. The focus must not only be on the quality of content and consistency of message, but also on managing all the different types of content for different channels, sometimes in multiple languages.
No surprise, then, that so many businesses are turning to digital asset management technology to help manage and automate this marketing complexity.
The human factor
Like any software platform, however, a brand asset management system won’t manage itself. The return on investment (ROI) you get out of it is directly proportionate to the management you put into it. The ROI can be considerable if one (or more) individuals is tasked with responsibility for the efficient running and maintenance of the system. This is your DAM Manager.
Many digital asset management vendors call the DAM Manager the ‘super admin’. This person not only knows in depth how the software functions, they are able to train colleagues internally, create new users, amend metadata, decide on permissions, manage workflows and update brand guidelines. Most importantly they curate the content in the system to ensure that the content available is approved, on-brand and current.
Naturally, if you are thinking of implementing a digital asset management platform, you’ll want to ensure you appoint the right person. Forrester Research¹ gives a great summery of the DAM manager’s job description.