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What is digital asset management (DAM)?

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What is digital asset management (DAM)?

Digital asset management software, often called DAMs, are marketing platforms that store, organize and make useful an organization’s entire library of digital assets. A DAM is the “single source of truth” where marketers can find every relevant version of the media assets (aka marketing asset management) that have been created for the brand — images, PDFs, photographs, audio, video and even virtual reality or other cutting-edge formats. The further benefit of a DAM is that these assets are appended with metadata that can provide information on anything the marketer might want to know before using the asset, such as whether the company owns the perpetual rights to use a photograph (and in what markets), whether the legal team has approved a video, and that an infographic or whitepaper has been checked to ensure it complies with the brand’s design standards.

Today, enterprises are using DAMs in a variety of ways. Marketing agencies might leverage DAM technology to help their customers maintain consistency across in-house content and creative developed by partners. B2B businesses might use DAMs differently, drawing on the benefits of a centralized hub for sales collateral and event marketing materials. DAMs are also being integrated with other technologies, especially content management systems (CMSs) and digital experience platforms (DXPs), to unify this marketing asset management with the ability to distribute digital content directly to the channels where they’re consumed.

Before the blossoming of software-as-a-service (SaaS), DAMs were installed software that resided on a company’s servers. But their utility has grown exponentially — especially for global and distributed organizations — now that most DAMs are cloud-based offerings.



This guide is for marketers who are looking to enhance their campaigns with digital assessment management technologies. Here’s what’s inside:

Estimated reading time: 8 minutes

Capabilities of digital asset management platforms

What should a DAM platform do and what are the ways that vendors differ from one another? The answer is fairly wide-reaching. Digital asset management platforms offer a wide range of capabilities ranging from legacy features like file management to emerging capabilities due to the advent of artificial intelligence and machine learning. Let’s look at those capabilities in more detail.

Workflow management

DAM systems differ in the extent of their workflow management capabilities. Some DAMs allow collaboration through @ tagging, while others have more full-fledged project management offerings. This functionality can help marketing teams, along with outside creative resources, communicate about changes while an asset is in the development phase or being updated.

Later in the process, they can allow for approvals to be obtained from brand managers, execs and the legal team, while some systems also facilitate asset distribution. These capabilities may be built into the core platform or be offered as an add-on or integration. Most DAMs are offered as SaaS and can be accessed from modern browsers on a variety of platforms, but some have developed native apps for mobile or other platforms.

File formats and handling

One area of differentiation involves the varying abilities of DAMs to manage a variety of file formats. Though most players say they support the most popular video, image and audio formats, if your workflow requires the use of a specialized format you will want to ensure the vendors you’re considering can fully support that format.

Asset conversion, editing and customization

Once an asset has been uploaded in a particular format, some DAM platforms allow downloading or distribution in other formats — with conversions happening on the fly. Some offer lightweight editing capabilities within the platform, though connections with common image editing sofware (Adobe Photoshop, Adobe Illustrator, etc.) are typically more useful.

Distribution and user permissions management

The content production supply chain can be long and complicated, involving many departments, agencies, freelancers and more. The ability to provide flexible permissions so that the right people have access to the right assets –– and only the right assets –– can be very valuable.

Within agencies, in particular, these capabilities can allow for offering clients/customers convenient self-service capabilities. The same dynamic can play out in large enterprises seeking to maintain a consistent brand message across geographies and verticals, where marketers and salespeople can help themselves to carefully-crafted materials like line sheets, production logs, catalogs, retail snapshots, etc.

Search and metadata

A DAM provider’s capabilities with regard to metadata and search are key to one of the most important benefits of a digital asset management system –– the ability to find assets after they’ve been created and filed away. Most providers now use artificial intelligence, either proprietary or through a partnership, for image and video recognition and tagging. A few years ago, the AI-tagging capabilities in many DAMs were nothing more than a gimmick, often creating more work than efficiencies. Now, however, these systems have grown in sophistication, in part because machine learning, by its very nature, improves as it’s fed more data. In addition, vendors are exploring ways to use these technologies to surface insights and automate content transformations based on usage patterns.


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Digital rights and corporate governance management

Most marketers license content — especially photos and videos — either from individual creators or from stock libraries. DAMs allow users to keep track of the specific license terms governing each piece of content, ensuring they’re not used in the wrong market, in an unapproved context or after the expiration of the license term.

Corporate governance of brand guidelines, as well as timelines associated with particular marketing campaigns, can also typically be managed with DAM functionality.

Reports and analytics

Analytics capabilities are what allow marketing leaders to trace the return on the investment made in the development of digital media. These functions also let marketers determine which assets are being used most often, and in what ways, so they can use those insights when planning for future content creation.

Data storage and security

The majority of DAM providers have partnered with Amazon Web Services or Google to host their software and their clients’ assets, and so depend on their partners’ geographical distribution, regular backups and adherence to security protocols. However, some players offer clients a variety of options for data hosting, something that’s likely to be appreciated by enterprises that operate in markets with strict data governance regulations.

Integrations

Since a DAM system is meant to be the central “single source of truth” repository for all of a brand’s assets, a key factor for a successful deployment will be whether or not it integrates well with the other tools in your martech stack. Vendors differ greatly in terms of the number and types of integrations they offer. Some are also beginning to specialize in serving a specific sector with unique integration needs, such as online retailers using product information management (PIM) systems.


Explore DAM solutions from vendors like Acquia, Widen, Cloudinary, MediaValet and more in the full MarTech Intelligence Report on digital asset management platforms.

Click here to download!


What are the benefits of using a digital asset management (DAM) system?

Digital asset management systems can play a vital role in your marketing organization, unifying online and offline marketing channels and leading to more efficient marketing resource allocation.

The specific benefits of using a digital asset management platform include – but are not limited to – the following:

  • Improved communication between in-house and freelance /contract workers. Some DAM vendors offer specially designed interfaces for external creatives to submit their content and collaborate on needed changes and required versioning. Content in the creation/approval process remains accessible only to those
    involved at this stage, rather than being made available for deployment before it’s ready.
  • Improved distribution of assets to clients, partners or other outsiders. Some DAM vendors allow users to create “portals” customized for viewing and downloading by outside entities.
  • More efficient utilization of existing resources. Appended metadata and search capabilities of DAMs enable marketers to more easily find the right image or another asset for a campaign, without spending tedious hours flipping from image to image or watching video after video. This also saves time and resources that are often spent recreating something similar to an existing asset, because it couldn’t be found or the user wasn’t aware of its
    existence.
  • Increased efficiency in the workflow for internal approvals. Many DAM providers offer — either as part of core functionality or as an add-on — workflow or project management tools, which allow for smoother collaboration and transparent movement of an asset through an approval process.
  • Speed the conversion of assets into different sizes, aspect ratios and file types for different marketing applications. Though a file is uploaded to the DAM system in a particular format, many systems allow for automatic or manual cropping or editing within the system, as well as the conversion of the asset to different sizes or file formats as they’re downloaded or distributed for use.
  • Improved efficiency on the front end, in the creation of brand assets, and on the back end, in the distribution of those assets to various martech and ad tech systems. Many DAMs integrate with content creation software, like Adobe’s Creative Cloud, and also connect (either through native connectors or APIs) to systems that distribute content directly to the customer, such as ad servers, marketing automation platforms or website content management systems.
  • Easier compliance with changing brand standards and licensing terms. DAMs allow for an expiration date to be set on assets, so they are no longer used after the licensing term for a particular asset expires. For example, if a contract with a particular celebrity spokesperson is not renewed, a DAM can take those assets out of circulation so they’re not used beyond the expiry date.
  • Ease of presenting a more consistent brand face to the customer with an eye toward loyalty and retention. DAMs make it easier to enforce brand standards and distribute digital content so every customer interaction reinforces the brand values marketers intend to convey. This is one of the key advantages of a DAM at a time where the number of devices and media outlets is larger than ever, making it more difficult to maintain consistency among the assets designed for consumption in various places.
  • Ability to quantify the usage of each individual digital asset, and therefore track ROI on the cost of creation and distribution. DAMs enable marketers to track the distribution and efficacy of marketing assets, which allows them to invest more in the most cost-effective content creation and distribution methods. Some systems are able to automatically track this data, while oth

About The Author

Pamela Parker is Research Director at Third Door Media’s Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She’s a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master’s degree in journalism from Columbia University.


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14 Best Screen Recorders to Use for Collaboration

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14 Best Screen Recorders to Use for Collaboration

For your team, screen recorders can be used for several reasons — from creating tutorials for your website to recording a recurring tech issue to sending your marketing team a quick note instead of an email.

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Master the CX trifecta: Data, content and tech

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Looking ahead to 2023 and beyond, businesses worldwide face lots of uncertainty.

One thing will remain constant throughout this period — customers expect excellent experiences when interacting with a brand. According to Acquia’s latest CX Report, businesses plan to prioritize customer retention over the next 12 months: 56% plan to improve customer experience, and 58% will focus more on customer service.

This should be a common goal. To weather a potential storm, businesses must keep customers by meeting and exceeding customer expectations.

Register today for “Master the CX Trifecta in 2023: Data, Content & Tech,” presented by Acquia,  and create the foundation for CX success this year and beyond.


Click here to view more MarTech webinars.


About the author

Cynthia Ramsaran

Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for CNBC.com and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.

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The Rise of Web3 in Web Design: 8 Ways Website Development Will Change Forever

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The Rise of Web3 in Web Design: 8 Ways Website Development Will Change Forever

Are You Prepared for the Shift in Website Design with the Rise of Blockchain Technology?”

Let’s take a deep dive into the exciting future and world of web3 blockchain technology, and its impact on website design and development.

I’m going to provide you with real-world examples, and by the end you should have a clear and concise explanation of how decentralization, data management, and interactions will work in the future of websites.

I’ll be sharing what I’ve learned about the benefits of adopting these technologies, including increased security, website personalization, and user control.

If you want to stay ahead in the field of website design and understand the future of the industry then this article is a must-read.

The way we build websites now is changing!

The way websites are built now is inefficient and requires a huge knowledge base to build correctly. Most website platforms these days use some form of a WYSIWYG “WiziWig” style builder like WordPress, Squarespace, Shopify, and countless others.

We’ve come a long way from having a static website that had to have each page hard coded with html, css, and javascript, now anyone with a basic understanding of a computer can build their own website… at their own peril if they are inexperienced.

It’s taken over 30 years for websites to be as good as they are today, this direction is for the long term thinker who wants to be on the cutting edge of the industry and build their brand in a space that is extremely new.

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You will need to learn the technology overtime and become proficient with the types of industries that are looking to build web3 websites and applications. There are already a few decentralized website and web app builders out there that are fully running on blockchain technology. 

Decentralized Web App Builder Example: ICME

One example is a company called ICME that has “world’s first smart contract marketplace and web3 no-code suite.” Their modules even offer the ability to integrate with web2 applications that support API Post Requests.

Their entire code base is built on a blockchain technology called Internet Computer, which is why I’m actually invested in their Cryptocurrency known as ICP on exchanges. It allows you to do everything from building landing pages, websites, blog posts, online stores, Linktree type pages, Store NFT’s and more.

I do see some existing platforms like WordPress evolving into a fully decentralized Web3 platform, that would dramatically speed up market adoption as they have such a huge knowledge base and community of creators, it’s just a matter of time.

The exact evolution of website building tools is yet to be seen, but what’s certain is that web3 and blockchain technology will play a significant role in shaping the future of the web. The sooner you start to adopt and learn this technology the further ahead you will be when the time comes to switch from the internet we know it to what’s coming in the not too distant future. 

Web3 Websites will be easier to build and customize with AI Tools.

The process of building websites in Web3 becomes much more intuitive and easy with the integration of artificial intelligence, with tools like OpenAI, you will simply give the program a prompt and give it a clear description of what you want your website to look like, say, do, and create.

This is where things will get fun for a designer and being able to let your creativity and artistic talent reach a level never seen before.

The need or demand for front end website programmers will change as less custom coding will be required, your website will be able to change visual elements and maybe more in the future with ai.

Web3 Websites are going to become very personalized experiences and brand centric.

Websites will collect data with consent(which is another point for later), that allows the user to have a completely customized user experience and interaction. Imagine a traditional website as a restaurant where the customers order their food from the menu and the kitchen staff prepares the dishes.

In this scenario, the restaurant manager is the central authority that controls the flow of information, the menu, and the preparation of the food. However, in a web3 and blockchain enabled website, this centralized authority is replaced by a decentralized network of customers, chefs, and kitchen staff.

With web3 and blockchain technology, website users can interact with the site in a more direct and efficient manner. Instead of relying on a central authority, users can participate in transactions and interactions on the website without intermediaries.

This eliminates the need for middlemen, making the process faster, more secure, and cost-effective.

For example, a user can easily and securely create their own profile, manage their data, and participate in transactions on the website. This level of user empowerment enables them to take control of their online presence and interactions, providing them with greater privacy and security.

The decentralization of website interactions through web3 and blockchain technology represents a shift towards a more user-centric and efficient web experience. It eliminates the need for intermediaries, providing users with greater control over their interactions, transactions, and data.

Web3 Data Management will become more secure.

Imagine now you are running a restaurant and you need to keep track of all the ingredients you have in stock, what dishes you serve, and the orders from your customers. In the traditional system, you would keep all this information in a single ledger book, written by hand.

However, with the integration of blockchain technology in your restaurant, this system of record-keeping becomes much more efficient and secure. Each ingredient becomes a unique item with its own blockchain record, and the orders from customers are recorded as transactions.

This decentralization of data management ensures that all the information is secure and can be easily accessed by any member of the team who needs it.

In the same way, decentralization will work for data management in website design and development. Instead of relying on a single central database to store all website data, this information can be spread out across multiple nodes on a blockchain network.

This means that website data is not stored in one central location, but is instead distributed across many different nodes, making it much more secure and resilient against hacking or other forms of data loss.

For example, user data such as personal information, preferences, and transactions can be stored in a secure and encrypted manner on a blockchain network like Internet Computer. This allows website owners to manage their data in a more secure and efficient way, giving users peace of mind that their information is protected.

The integration of blockchain technology in website design and development will lead to a more secure and efficient way of managing our website data.

Like William Mougayar said author of The Business Blockchain “In a world where data is currency, the blockchain offers a new model of trust and control.” By decentralizing our data management, website owners will know that all information is stored in a secure and transparent manner, promoting trust and confidence among users. 

Say goodbye to hackers once websites are on Web3.

There were 22 billion breached records in 2021 alone, the biggest reason behind that is due to the nature of Centralized servers and website platforms.  In Web3 security can be compared to a fortified castle, providing superior protection against outside threats and ensuring the safety of you and your clients or customers valuable information and data. 

Using blockchain technology, website owners will be able to offer a greater degree of security to their users, protecting their data and transactions from malicious actors.

This will be particularly important in fields such as finance and healthcare, where the protection of sensitive information is of utmost importance and required by HIPAA and other regulatory agencies. 

Just as a fortified castle protects its inhabitants from outside threats, web3 provides a layer of security to websites that is unparalleled by traditional web design.

The decentralized nature of web3 eliminates the need for a central point of control, making it much harder for hackers to penetrate. In addition, web3’s advanced encryption algorithms and blockchain technology provide a secure platform for website data and interactions.

In a traditional website, all data is stored in a central database, making it a prime target for cyber attacks. On the other hand, web3 stores data across a network of nodes, making it much harder for a single point of failure to occur. This eliminates the risk of large scale data breaches, as well as reducing the risk of individual data being compromised.

Finally, web3’s immutable ledger ensures that all website interactions are transparent and secure. This means that all transactions and changes made to the website can be tracked and verified, making it easier to detect and prevent any fraudulent activity. So if you want to protect your website and your clients website and their users from outside threats, web3 is going to be the way to go!

“Blockchain technology offers a level of security that was previously unachievable on the internet.” – Don Tapscott, blockchain expert and author of Blockchain Revolution

Automation will be effortless with Web3.

Blockchain Web Apps will have the ability to work together seamlessly, I see a future not too far off where ecosystems of dozens of programs are consolidated into one. Checking your social media posts, messages, your email, text messages, and website inquiries all in one place in just minutes. 

Automation when done properly removes friction and resistance from any area of your business that is a lower revenue generating activity. Your time is the most valuable thing you have and using automation tools is how you buy back that time.

With web3, websites will be able to automate many processes, reducing the need for intermediaries and streamlining operations.  

I want to give a few examples of ways we can Automate our websites with Web3. The first is dynamic pricing and inventory management: Web3 and blockchain technology will allow for automated and real-time pricing and inventory updates on our e-commerce websites, reducing manual labor and increasing efficiency so that you and your team can focus on higher revenue generating tasks.

The second is user authentication and verification: Web3 and blockchain technology will provide a secure and automated way to verify user identities, reducing the risk of fraud and making it easier for websites to manage user access and permissions.

I’ve already had to dramatically improve my knowledge around user verification after working with nearly a dozen blockchain brands since 2016. 

There are already QR codes being used to login to websites like discord and other utilities like Crypto Wallets. The last example is content delivery and distribution, Web3 and blockchain technology allows for the automated content distribution, reducing the need for manual content updates and ensuring that the most up-to-date information is always available on your site.

This will free up time and resources for more creative and meaningful work, and will help to reduce costs for both users and website owners. This is good for any business owner that wants to lower their bottom line costs while raising their top line revenue simultaneously by leveraging time at the highest level of efficiency possible.

When it comes to Revenue Web3 will give you maximum monetization potential.

In the world of websites, monetization is the process of generating revenue from a website. Traditional website monetization methods include advertising, subscriptions, and e-commerce sales. However, with the advent of web3 and blockchain, the landscape of website monetization is about to change.

For example purposes let’s use a loyalty program analogy, a loyalty program is a rewards system offered by businesses to incentivize customers to continue using their services. Similarly, on web3, website monetization will offer new ways for website owners to monetize their content and incentivize users to continue visiting their site.

One example of how websites on web3 and blockchain can monetize their content is through tokenization. In this model, websites can issue tokens that represent ownership of certain content or access to premium features.

Users can then purchase these tokens and exchange them for access to the content or features they are interested in. This creates a new revenue stream for the website and offers users an incentive to visit and engage with the site.

Another way that web3 and blockchain can monetize content is through micropayments. In the traditional web, micropayments are difficult to execute due to high transaction fees and slow processing times. However, with the speed and low cost of transactions on the blockchain, micropayments become a viable option for websites to monetize their content.

This allows websites to offer users access to small amounts of content in exchange for a small payment, giving users a more affordable way to access quality content they are interested in.

One of the best examples I’ve seen so far is how Tom Bilyeu has used NFT’s as a way for people to get access to his content which ranges from events, to video games, tv shows, education and a ton more his nft’s are cleverly called the “Founder Keys.” There are lots of perks that brands are giving to early adopters that support the web3 movement and help us move closer to a better, safer, and more balanced internet.

Websites can also create loyalty program-like systems that incentivizes users to continue visiting and engaging with their site.

As the web3 and blockchain ecosystem continues to grow, we can expect to see an influx of new and creative monetization models emerge, providing websites with new opportunities to generate more revenue, and their users and visitors with new and exciting ways to access and engage with your content.

Decentralization puts Consent into action.

As a designer, the websites or graphics I create that started from an idea, a conversation, or something i’ve experienced are valuable and belong to me, knowing that there are AI design tools that can take my 15 years of experience, and use it to create an even better version in seconds and essentially for free?

That’s a big NO NO for the creators and artists, in fact there is a movement happening right now about consent and how these big platforms don’t have the consent to use their art as reference for AI design tools.

I stand behind being able to give consent if your work is going to be used without your permission, if movie and music piracy is a federal crime shouldn’t companies stealing a designer’s work without consent a crime too?

I think so, and that’s why I’m so excited about Web3 and Blockchain. Being able to create smart contracts and public records of your creative assets is a huge step forward for creators and designers around the world.

Imagine a world where your designs are stored on a decentralized platform, accessible only with your consent. You can choose who can view your work, who can use it, and how it can be used. No longer do you have to worry about your designs being stolen or used without your permission.

With web3 and Blockchain, your work is protected by the power of blockchain technology, ensuring that your designs remain yours.

In this new world, you can also monetize your work in new and innovative ways. For example, you could offer limited use licenses for your designs, allowing others to use them for a specified period of time. You could also offer exclusive access to your designs, giving a select group of people the ability to use them in a unique way.

By giving you the power to control how your work is used, shared, and monetized, web3 decentralization empowers you to take control of your career and build a future that reflects your vision and values. Decentralization is a game-changer for designers and creatives alike. 

You get complete power of consent for your work to be used in any way, web3 decentralization empowers you to take control of your career and build a future that reflects your vision and values. So why not embrace this exciting new technology and start building your future today?

Interacting with Web3 Websites will be easier than ever.

Web3 website users will be able to customize a range of interactions on a website like content creation and sharing. Users will be able to create, share and consume content that aligns with their interests and preferences, without relying on centralized platforms.

Community building, users will have the ability to build and join communities that align with their interests and participate in decision-making processes, creating a more personalized and engaging online experience. 

Interaction with E-commerce, users will be able to buy and sell goods and services directly with one another, without the need for traditional payment processors, creating a more transparent, secure, and affordable online marketplace.

Users will be able to access personalized services and experiences based on their data and preferences, creating a more user-centered online experience. A good example is a pizza shop website that keeps track of the last purchase you made and gives you the option to re order it at a discount price.

Web3 users will have the ability to customize a wide range of interactions on the website, from content creation and community building, to e-commerce and data privacy, creating a more user-centered, personalized and engaging online experience.

The adoption of web3 and blockchain technology is poised to bring about a revolution in the world of website design. From decentralization to automation and from security to monetization, these technologies offer new and innovative ways to interact with the web.

As a designer, it is crucial to keep up with these changes and be prepared for the new opportunities and challenges that come with them. 

Web3 decentralization empowers creators by giving them control over how their work is used. Automation streamlines processes and saves time, while security measures are reinforced, giving website owners peace of mind. And with monetization options like a rewards program, website owners can explore new and innovative ways to earn revenue.

Overall, the future of website design is bright with the integration of web3, blockchain, and ai. Designers should embrace the power of these technologies to unlock new possibilities on the web and create better online experiences for everyone

“Unlock the power of web3 and blockchain to unleash your creative potential, embrace the future of website design, and build the digital world of tomorrow.” – Adrian Boysel



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