DAM Benefits

The opportunities afforded by DAM systems are so numerous and diverse that it is impossible to make a short list of all the benefits. They vary by type of organization and size of organization and whether DAM is used as a stand-alone system or part of a MRM, MAM, or ECM system (see glossary). As DAM systems vary in their features and functions, this also makes it difficult to specify a ‘hard’ list.

The following are not meant to be exhaustive but act as a catalyst to the reader in terms of awakening him/her to the enormous potential of the latest generation of DAM systems and acting as a spur to move into action.

• Brand consistency. With all marketing assets stored in a central site, including ‘the brand book’, and always up to date with the latest versions, companies can distribute material and brand guidelines across all global markets via the internet to authorized personnel whether they be employees, agency staff or partners. This ‘new consistency’ significantly reduces or eliminates ‘brand’ errors/arguments. No longer the typical situation where a whole campaign in a foreign country may be produced with the colours not right.


• Distribution cost savings. Brand books – either in hard copy or on CDs – no longer need to be distributed to outside agencies. Costs of materials and associated administration, removal of errors all result in savings. Companies frequently send out hundreds of CDs and a brand book can typically consist of 100 pages – all eliminated at a stroke!


• Greater asset utilization. Re-use of existing materials will greatly cut down the cost of commissioning or buying new artwork and will begin to get payback for all the millions of pounds already spent over the years on all types of media.


• More effective multi-media campaigns. The modern marketing trend is towards smaller, more focused and personalized campaigns – which encourages the re-use of collateral. DAM helps make this happen.


• Reuse of assets. More effective marketing by repurposing assets such as videos and producing lower resolution versions for the web – YouTube, webcast etc – or slide extracts for PowerPoint training presentations, client profiles etc, etc.


• Faster and more secure. Organizations can distribute digital masters and other types of licensed assets via secure global web access. No lost CDs or brand books which could result in confidential marketing information getting into the wrong hands.


• Eliminate cost due to losing brand images. Brand images consist of the most visible and, therefore, the most important type of brand resources to manage. These images may include logos and watermarks, product photos, and illustrations—any of which may cost £500 to £20,000 to recreate if lost or misplaced.


• Reduce search costs. Cut down the time and expense of finding digital assets – and knowing that you’ve got them in the first place! Marketing people tend to say ‘I want this image, and I want it now!’ Now you can give it to them!


• Cut down the number of agencies. By pulling back control of all marketing assets into central control, some companies have been able to reduce the number of agencies they use and thereby make big savings in administration costs.


• More flexible marketing staff. Because marketing staff can access marketing assets via the internet, they can work from home or indeed any office anywhere in the world. Even more relevant today where companies outsource marketing staff and wish to reduce office space.


• Avoid copyright problems. By building in copyright details such as ownership and expiration dates into the metadata accompanying each file, companies can better monitor and control potential copyright issues.


• Copyright protection and costs. Cut down copyright and retrieval costs from agencies. They can claim copyright on the material. Typically agencies hold the masters and charge for storage and retrieval. Especially when you change agency!


• Speed up product launches and improve time-to-market. The demands of a global launch can quickly become a 24-hour process management nightmare with multiple country teams working in different time zones across the world. Team members all have to complete their allotted tasks within defined timeframes and much time and effort is taken in coordinating and double-checking tasks. The instant availability and automation of the distribution of digital assets can greatly contribute to eliminating the pain and ensuring a smooth and successful launch on time.

A DAM central library can improve the efficiency and effectiveness of sales and support staff and give them more face-to-face time with customers and prospects.

Typically such a library would contain such collateral as: product brochures, corporate overviews, annual reports, product data sheets, case studies, customer success stories, industry data and analysis, training materials and policy documents.

The availability of these digital assets helps in –

• Increasing ‘face time’ with customers. Rather than spend hours searching for the latest versions of presentations, brochures, financial statements and the like, sales staff can spend more prime-time on strategic tasks and, most importantly, with customers.


• Better quality presentations. Sales staff can spend more time on honing presentations than finding them. This helps in increases their chances of winning the business and increasing your revenue.


• Faster development of proposals. Whether you have a formal ‘Proposal Centre’ or you rely on your sales staff, the ability to find all related documentation will help you prepare proposals faster and with better quality, thereby contributing to speeding up the sales pipeline.


• Improved partner relationships. You will be able to send your partners - or better, give them access to your library – all the latest versions of sales and support literature as soon as it’s available. This will improve relationships and help them make more sales.


• Better trained sales and support staff. It is not always easy for training staff to keep up to date with all the latest product information, white papers, case studies, company policies – or even knowing whether some exist or not. Dam systems can fill the gap and help new hires and experienced staff all get educated on the latest developments, products and policies, best equipping them to attain sales targets.

And all organizations are seeing increasing use of digital media as part of their daily communications and marketing activities, including PR. DAM is an increasingly important tool for organizations that are serious about protecting and growing their brands and capitalizing on web opportunities to expand their market reach.

• Improved brand visibility. Any file, anytime, anywhere. The files are available 24/7 with our DAM system. This means, for example, journalists can find pictures and files on your company at any time and use them in articles. Both journalists and picture editors are far more likely to use your material if they can find and use it rapidly and easily.


• Improved relationships with industry analysts. Management frequently call on the Investor Relations Department to prepare presentations to industry analysts or the latter request information direct from the PR/Investor Relations dept. The instant availability of crucial material such as financial statements/presentations, annual reports and customer profiles greatly enhances the perceived efficiency and therefore image of the organization.