Article written by Matthew Gonnering on Ecommerce Times
In the midst of a digital asset management breakdown, you may wonder why you went to a DAM system in the first place. Stop wondering. DAM systems are the one of the best ways for large creative operations to compete in the digital age. The key to doing more good than harm is to find a DAM solution that provides the levels of granular control your organization needs.
In the midst of a digital asset management breakdown, you may wonder why you went to a DAM system in the first place. Stop wondering. DAM systems are the one of the best ways for large creative operations to compete in the digital age. The key to doing more good than harm is to find a DAM solution that provides the levels of granular control your organization needs.
OK, so you finally have your logos, images, message documents and case studies all organized in your new digital asset management (DAM) system and all is right with the world. Then it happens.
You suddenly start getting emails from your sales team that old logos are being used on spec sheets -- but that's just the beginning. Someone has photoshopped a new product box of unreleased software into your homepage image. And one of your distributors is on the phone wanting to know why his competitor has your new marketing material and he doesn't.
Yikes. Instead of solving a problem, have you just created a digital asset monster?!?
Improving access to assets is the promise of every digital asset management (DAM) service. Less discussed but more important are the controls available to govern access to those assets. Improper governance controls can cause digital assets to be lost, deleted, stolen, modified or used in ways that work against a company's business objectives or brand.
For example, if an outdated logo is used in your channel, confused consumers could ignore new products, undermining months of product development and launch efforts. Using dated images or old product references in new campaigns could set back your branding efforts severely. Information made public prematurely will give competitors an unfair jump on your innovative product differentiators, harming financial performance.
To avoid these problems, many DAM systems offer workflow tools that allow different classes of users to have different levels of access to assets. This includes the rights to view, comment, edit, download and forward materials.
Also required are features that allow rights to be triggered by other rights. For example, Group B should be restricted from downloading an asset until User A has approved it. These capabilities are essential for a DAM system to extend beyond being just a digital repository to become a tool for managing workflow.
Continue reading at Ecommerce Times
You suddenly start getting emails from your sales team that old logos are being used on spec sheets -- but that's just the beginning. Someone has photoshopped a new product box of unreleased software into your homepage image. And one of your distributors is on the phone wanting to know why his competitor has your new marketing material and he doesn't.
Yikes. Instead of solving a problem, have you just created a digital asset monster?!?
Improving access to assets is the promise of every digital asset management (DAM) service. Less discussed but more important are the controls available to govern access to those assets. Improper governance controls can cause digital assets to be lost, deleted, stolen, modified or used in ways that work against a company's business objectives or brand.
For example, if an outdated logo is used in your channel, confused consumers could ignore new products, undermining months of product development and launch efforts. Using dated images or old product references in new campaigns could set back your branding efforts severely. Information made public prematurely will give competitors an unfair jump on your innovative product differentiators, harming financial performance.
To avoid these problems, many DAM systems offer workflow tools that allow different classes of users to have different levels of access to assets. This includes the rights to view, comment, edit, download and forward materials.
Also required are features that allow rights to be triggered by other rights. For example, Group B should be restricted from downloading an asset until User A has approved it. These capabilities are essential for a DAM system to extend beyond being just a digital repository to become a tool for managing workflow.
Continue reading at Ecommerce Times
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