Digital assets such as videos, images, text documents, spreadsheets, and presentations play a vital role in the operations of modern businesses. These files are used to design websites, post content on blogs and social media, promote products, communicate with customers and partners, streamline workflows, and more. However, these materials will be useful and effective only if properly organized and managed.
Therefore, more and more companies have started using digital asset management (DAM) systems in their activities. This software serves as a centralized repository that provides quick access to files at any time for all authorized employees of the company. Using an all-in-one library also ensures all employees receive the correct and up-to-date materials. Another advantage is the reliable protection of sensitive information from misuse.
If you need such a centralized repository but don't know how to start integrating it, you should read our guide to digital asset management for dummies. In it, we'll explain the essence of DAM, the benefits and challenges of its use, key features, main types, and best practices for using the software. So, let's get started.
What Is Digital Asset Management
A digital asset management system is software for file storage, convenient organization, fast retrieval, prompt distribution, as well as collaboration with them and protection of sensitive information. DAM systems are the next step in the evolution of cloud storage, such as Google Drive, Dropbox, One Drive, or Amazon S3. DAMs also offer a place to store information, but they are much more convenient in terms of integrating this data into workflows.
Today, DAM systems in the form of simple repositories are uncommon. The most popular platforms have additional add-ons that perform the following functions:
- Provide tools for editing files;
- Automate complex workflows;
- Help establish communication with partners, clients, and contractors;
- Increase the productivity of company employees;
- Help generate creative ideas.
An example is the version control function in the Pics.io DAM system. It allows you to compare different file versions on a single screen, track changes, and identify responsible parties. This feature is not a standard DAM task, but it fits perfectly into the platform's overall concept and increases business productivity by reducing the time spent searching for the right file version.
Pics.io Team
Businesses of all scales, as well as independent professionals such as designers, developers, marketers, consultants, contextual advertising specialists, etc., use DAM systems. This software helps them create a coherent brand image, conduct consistent communications across different channels, speed up media production, and store important information for use at the right time.
Advantages of DAM Systems
Why should you choose DAM platforms over other programs with similar features? To answer this question, consider the following advantages of DAM:
- Versatility
Digital asset management solutions work with dozens of file formats. They often support the conversion of materials on the go, for example, during distribution or download. You don't need to look for a separate tool for each type of digital asset.
- Centralization
By integrating a DAM system into your business model, you ensure that all employees get their information from a single source — reliable, secure, and convenient. You will no longer have to waste time and resources due to mistakes such as using outdated files and drafts, losing important materials, or copyright infringement. In this respect, DAM systems can be compared to a classic cloud or even a network file server. But they are more convenient than the former type of storage and much more reliable than the latter one.
- Organization
Metadata management tools help you properly organize files into folders, directories, and collections. They also provide a quick search for the necessary materials based on simple, clear queries. Platforms like Pics.io go further by offering advanced metadata management tools and AI-powered features to automatically set custom tags.
- Collaboration
DAM systems are designed for teams rather than for a single user. They provide shared access to files, enabling you to generate creative ideas together, improve the quality of multimedia materials, eliminate errors, track changes, and identify the contributions of each employee.
- Automation
Many DAMs allow you to create scripts to automatically execute workflows. For example, you can instantly send new uploads to a marketer for approval and restrict access to them for everyone else, and after selection, send them to different collections according to ratings and tags in the metadata. As such, you can prioritize the use of media in advertising campaigns.
- Consistency
For businesses, DAM systems often become a kind of digital brand book. They contain samples of all branded materials approved for use in marketing and communications. So, you can create a holistic image of the company and minimize reputational risks.
- Openness
Most DAMs support integration with other types of software, such as corporate messengers, graphic editors, video editing tools, and productivity platforms. They can use ready-made software “bridges” from developers, open APIs, or specialized integration applications like Zapier.
DAM Use Cases
Everything sounds great in theory, but what do these solutions look like in the practice of modern businesses? In our guide to digital asset management for dummies, we will look at popular DAM use cases:
- Version control
The use of a centralized repository allows you to make sure that approved versions of files get into production. For instance, the company conducted A/B testing and developed 10 versions of a banner for the main page. Based on the test results, one of them was chosen. The responsible manager or site administrator can review all the options and approve the desired file. The version control feature will also help them establish the authorship of the optimal banner and motivate responsible employees.
- Branding
The use of branded materials in communications is a crucial element of a company's marketing policy. Thanks to DAM, employees can get up-to-date letterheads, catalogs, promotional flyers, and logos from a single source. A DAM system ensures that these materials are relevant and can be distributed in seconds.
- Ensuring legality
One of the key functions of DAM is metadata management. It includes both technical and legal information. With the help of such a platform, you can select digital assets for free use and see which licenses are no longer valid. A separate category will also include files that require renewal of permissions and approval from the authors.
- Asset visibility
In a DAM solution, you can create collections by adding important files, either company-wide or for individual projects. Unlike a computer's file system, they won't go down the list as you add new materials. You can access and share them in a couple of clicks.
- File sharing
DAMs can also provide access to your content to external participants in workflows. For example, Pics.io offers the ultimate solution for easy file sharing — websites for transferring digital assets and inboxes for receiving them. They are very user-friendly. You don't need to create additional guest accounts — just share a link and password. You can also customize the design of the portals to match your corporate identity.
DAM Software Service Models
DAM systems are programs that have been used in business for decades. They originally appeared as local applications installed on servers in local networks or even on individual computers. In this format, DAM systems have the following pros and cons:
| Pros | Cons |
|---|---|
| Increased level of security | Additional costs for deployment and maintenance |
| Stability and independence from Internet access | Possible technical problems |
| Ease of control and administration | Updates can stop or slow down workflows |
| You do not need to pay extra for storage when using Google Drive or Amazon S3 |
Today, however, most DAM systems have moved to the cloud. It's a modern approach that makes them more convenient and efficient. Let's take a closer look at the pros and cons of using cloud DAM:
| Pros | Cons |
|---|---|
| Accessibility from anywhere in the world with an Internet connection | The speed of the platform directly depends on the quality of the Internet connection |
| Minimal time, effort, and resources for deployment | Cloud DAM is usually available on a subscription basis with a monthly or annual fee |
| Independence from the company's IT infrastructure | |
| Improved technical support | |
| Updates are performed in the background and do not affect business operations |
Cloud solutions have more advantages. They come at the cost of higher requirements for an Internet connection, which is no longer a problem in most parts of the world, and an alternative (but not necessarily more expensive) monetization model.
Challenges of DAM Systems
Our guide to digital asset management for dummies would be incomplete if we included only positive aspects. Before integrating any software into your business model, you should consider its downsides. In the case of DAM, these are:
1.The need to create a systematized and consistent information architecture
Before you can use metadata to organize and search files, you need to add it to the appropriate fields. Even if you choose a convenient and functional platform, you will have to develop a controlled tag vocabulary and a multi-level structure of descriptive information.
2.Regular data updates
Sooner or later, any information becomes outdated, and this also applies to metadata. You need to keep it up-to-date using various automation tools or manual revisions. It's more convenient to manage unstructured file arrays but still requires considerable time and effort.
3.Reorganization of business processes
DAM integration increases work efficiency but requires certain adaptations. For example, if you used to send finished files to clients by mail or via Google Drive, you'll need to change job descriptions and retrain employees. It is vital that all employees use the same methods and tools to maximize the benefits.
4.The need for an integrated approach
A digital asset management system allows you to use rich media files and create a comprehensive digital experience based on them. But this advantage can only be realized if you understand the nature of the platform, its capabilities, and the principles of collaboration with other people. Therefore, during the training, make sure that the company's employees know how to use certain functions and see the ultimate goal of their use.
5.Technical complexity
Although cloud DAMs simplify the process of deployment and adaptation as much as possible, they also have bottlenecks. You will not always have access to ready-made solutions for exchanging data with other software in the organization, especially custom software. Therefore, you will be forced to spend time and money developing new digital products — bridges and adapters.
6.Difficulties in controlling various workflows
DAM systems allow you to optimize and automate hundreds to thousands of tasks. But they must not contradict each other. Even with DAM, you will have to find a balance between workflows that will positively impact the overall performance of the company on a global scale.
DAM Best Practices
A digital asset management system optimizes workflows but does not eliminate all possible challenges and problems. To minimize the impact of these issues, you can use the following recommendations:
- Regularly audit your digital assets
Review their current and future value for the company and change the metadata accordingly. Archive information that is no longer relevant but can still be used in the future.
- Correctly define the roles and responsibilities of users
The principle of least privilege will help in this case. It means that each employee should receive exactly as much authority as is necessary to fulfill their direct responsibilities — and no more. If needed, certain rights can be granted manually on an individual basis.
- Organize clear and understandable workflows
The use of DAM should have specific goals — primarily to improve business efficiency. To do this, you need to define the procedure for using digital assets, how they are used, processing methods, etc. If there is at least one unclear point in the workflow, it has to be clarified.
- Conduct regular staff training
Integrating a DAM system requires mandatory training and adaptation of employees. However, this process should not be stopped at the initial stage. Repeat the training, organize refresher courses, and notify them of any changes in the corporate policy on the use of digital information on time.
- Identify stakeholders and decision-makers
There should be a responsible person at each stage of the workflow. Build the decision-making chain in such a way that it does not slow down task-solving. Assign appropriate roles, allowing managers to approve and reject digital assets, analyze the performance of individual users, and protect sensitive information from unauthorized distribution.
- Automate everything you can
Be sure to use built-in DAM elements such as AI and scripts. If possible, integrate digital asset management systems into your software suite, ensuring the free exchange of information between web services and applications. This will help you free up a lot of working time and resources.
- Reconsider your needs when scaling your company
Sometimes, it happens that a company simply outgrows its DAM, thus hindering its development. In this case, you can choose an alternative subscription plan or a different software platform. Services like Pics.io are suitable for businesses of all scales, allowing them to gradually increase the number of users and add additional modules.
Conclusion
Digital asset management systems are a must-have for modern, efficient businesses that deal with tens or hundreds of thousands of files daily. They ensure the rational and productive use of multimedia content, technical documentation, legal materials, internal instructions, and other essential information. Moreover, they reduce the time and effort required to perform routine tasks such as searching, sorting, distributing, and basic editing of files.
To get the most out of your DAM system, you need to choose the right solution. Be sure to pay attention to functionality, ease of use, simplicity of deployment and scaling, budgetary limits, and quality of customer support. Another crucial consideration is the ease of integration with other software. In this regard, Pics.io offers a wide range of services and applications — from cloud storage and corporate messengers to professional Adobe graphic editors.
Before signing up for a DAM system, you should identify all the difficulties and challenges. They will be the subject of discussion with a representative of the development company. The quicker and easier the onboarding process is for management and employees, the better for the business.
Did you enjoy this article? Give Pics.io a try — or book a demo with us, and we'll be happy to answer any of your questions.
