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Why B2B Marketers Should Give a DAM: Top Tips on Digital Asset Management

Posted on Apr 29th, 2020
Written by Lane Ellis
  • Blog
  • B2B Marketing
  • Why B2B Marketers Should Give a DAM: Top Tips on Digital Asset Management
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    Why should B2B marketers give a DAM?

    When that DAM is digital asset management, you’re looking at a system that will improve all forms of online marketing, whether it’s B2B influencers, social, search, content, video or always-on marketing.

    It’s also one of the top investments an organization can make for successfully leveraging a digital environment that will only expand with more data in the coming years.

    It’s no wonder the global DAM market was valued at $3.4 billion in 2019, and is expected to reach $8.5 billion by 2025, according to report data from IMARC.

    Just What Are Digital Assets?

    Robot with magnifying glass looking at file folders image.

    As we explored in our introduction to DAM technology, “Why Digital Asset Management Matters in B2B Marketing,” digital assets are simply any computer files, stored anywhere — whether on your phone, tablet, desktop, network, or in the cloud.

    DAM software runs either on a local computer network or in the cloud, and is built to pull in and make it easy to organize an unlimited number of files — all those digital assets that organizations create and use daily.

    The more complex your marketing strategies and organization are, the greater the benefits of DAM will be, especially when accumulated over time.

    The pandemic has also brought to light weaknesses for some organizations, as remote workers place additional strains on systems not necessarily designed for unified online access to digital asset libraries.

    Let’s look at how adding a DAM system to your mix can help improve six major forms of digital marketing.

    “The more complex your marketing strategies and organization are, the greater the benefits of digital asset management (DAM) will be, especially over time.” — Lane R. Ellis @lanerellis Share on X

    1 — Use DAM to Augment Your Influencer Marketing

    Influencer marketing campaigns, especially in the B2B realm, can involve many people and projects, often with a variety of images, document files, videos, and other digital assets.

    Tracking multiple versions of files — with varieties specifically created for each social media platform involved in a campaign — can get complicated, and many firms either use a cobbled together make-shift approach that may be known only to one or a few people in the organization, or end up bouncing around from one software solution to another.

    A good DAM database, however, can be used company-wide and is expandable enough to accommodate any change in file types, for as long as the DAM is supported by its developers.

    The best DAM solutions also offer transparent and robust import and especially export routines, so that organizations aren’t locked-in to one DAM environment with their digital assets held hostage, unable to easily migrate to other solutions if needed.

    Influencer marketing benefits from DAM through increased efficiency and time savings, which ultimately make influencers happy and better able to share co-created content.

    2 — Expand Your Content Marketing With DAM

    The type of savvy content management offered by DAM systems could save marketing teams 13 days annually per staff member, according to report data from Canto.

    The same research found that 41 percent of marketers said that digital filing inefficiencies had caused delayed project releases, and 54 percent noted that they experienced frustration with inefficient filing systems.

    By its very nature content marketing involves vast quantities of content in all its various digital forms, and a powerful DAM system enhances content marketing by making it easy to find all the digital assets a business has ever created, both for current campaigns and when gathering past performance and return on investment (ROI) data.

    Brands such as Under Armour use DAM systems to manage over 12 terabytes of content including more than half a millions digital assets for some 7,000 products that change seasonally, a task that while possible without using a DAM, really shows off the benefits of a solid organizational and archival solution.

    3 — Make a Move to DAM to Improve Your Video Marketing

    As with static digital assets, a good DAM system easily ingests and organizes video content, putting it at the fingertips of each person in an organization who needs it, from video editor to social media manager to corporate executives.

    Digital video has remained a leading performer for marketers, with 92 percent saying it’s an important part of their marketing strategy (HubSpot), and with the arrival of the global health crisis initial reports have shown that more video than ever is being viewed, including 5.5 percent higher video view rates on Twitter.

    One of the many benefits a top-notch DAM solution offers is the ability to find otherwise hidden static content in your organization’s archives that can work well in creating video marketing, oftentimes also avoiding time-consuming efforts to re-do work that has already been completed but can’t easily be found.

    4 — DAM Shines in Always-On Marketing Environments

    Always-on marketing replaces on-again off-again campaigns with a fluid ongoing effort, continually cultivating and carefully building efforts that allow businesses to seamlessly adapt their marketing efforts, rather than playing catch-up, stopping a campaign, and waiting to build a new one.

    For B2B marketers, the shift to always-on is swiftly advancing, and in always-on marketing DAM shines brightly, as it removes many of the bottlenecks slowing down traditional marketing by offering easy and swift access to a firm’s digital asset archive.

    We recently launched a new ongoing series for B2B brands looking to explore the many benefits of always-on influence, as our CEO Lee Odden took a close at in “Always On Influence: Definition and Why B2B Brands Need it to Succeed.”

    Marketing technology also thrives when DAM is involved, and MarTech Advisor recently took a look at 10 of the major players in the DAM market.

    “Always On Influencer Marketing is a strategic approach to creating communities of trusted experts that is relationship and content focused.” @LeeOdden Share on X

    5 — Search Marketers Find Success with DAM

    Search marketers also benefit from a powerful DAM system, being able to systematically find search campaign assets, analytics data contained in spreadsheets or other formats, in ways that help make more data-informed search marketing efforts a snap.

    In a way the so-called findability of search marketing goes hand-in-hand with a smart DAM solution, as both are centered around finding things — whether in the form of search engine query answers or finding a file you know you have but haven’t been able to successfully locate until the arrival of a DAM system.

    6 — B2B Marketers Get Social with DAM

    Social media marketers too can gain advantages by using a DAM workflow, easily accessing digital assets destined for a variety of social platforms, whether they involve static or video content, advertising copy in text documents, or social analytics data in any number of file formats.

    Social media marketing is also enhanced by DAM through time savings, but also by the extra insight it can bring helping to open up an organization’s digital asset library. Re-purposing content on social platforms can take on an entirely new and all-encompassing level when every digital asset can easily come in to play and be combined in relevant new ways, thanks to a powerful DAM system.

    Invest in Your Firm’s Long-Term Success Using DAM

    Whether you specialize in B2B influencer marketing, social, search, content, video or always-on efforts — or a combination of these primary digital marketing practices — finding and implementing the right digital asset management system is an investment in the long-term success of your organization.

    Finally, to help you learn more about DAM solutions for marketers, including a list of many of the top providers, have a look at our article exploring the subject.