Each communication channel has unique media file requirements. For example, the website requires completely different formats, resolutions and file types of your products than your print catalog. And while the various online marketplaces such as Amazon, Google Shopping and eBay are all online sales channels, each marketplace has its own terms and conditions. For most companies, this means a lot of work for the in-house graphics department or high costs going towards an external agency.

DAM systems provide immense cost reductions and efficiency benefits, as any number of formats, resolutions and file types can be automatically generated as derivatives of the original image and routed to the appropriate channels. DAM systems therefore offer the possibility of seamless connection via interfaces, e.g. to systems from the marketing technology stack (e.g. CMS, PIM).

The company’s own corporate brand and the product brands represent a valuable asset in marketing communications. This must be protected and ensured through consistent visual language.

DAM systems support companies by providing a central “single point of truth” for media files. Local file repositories and the multiple retention of assets in the respective communication channels give way to central asset management in the DAM system. For example, if a logo is updated in teh DAM, it is automatically shared in all connected communication channels (e.g. website, online store, marketplaces) within seconds.

Organizations that work extensively with external agencies in their media processes benefit from a holistic approach to digital asset management across the enterprise. Media files are no longer managed externally in agency systems, but exclusively in the company’s own DAM system. This significantly reduces agency dependency and the risks associated with changing agencies.

The creation of new media files such as product photos, application images and video material is associated with high costs and time. The reuse of existing materials therefore offers the opportunity to create new marketing communication materials more quickly and cost-effectively.

DAM systems provide a complete overview of the available material. This allows marketers to quickly and easily select existing images, videos, or other creative content and use it for their business case. This gives new life to existing assets without exhausting the marketing budget.

Every single asset typically goes through many individual steps in the media process (e.g., photo shoot, image editing, tagging) and is used by different people in the creative process. Photographers, graphic designers, brand managers and external agencies are among the key stakeholders. Where once file sharing was done via email, Sharepoint, and Dropbox, a DAM system provides collaboration on assets with layered access and editing permissions. Comments and inquiries can thus be placed directly on the asset in real time. Feedback and correction loops are drastically reduced, and asset production is faster and more budget-friendly.

Another decisive advantage is that the unauthorized use of asset material in individual communication channels can finally be eliminated. Especially purchased asset material such as stock photos are usually subject to tight licensing conditions. DAM helps prevent unauthorized use by including a digital rights management component that also considers legal and compliance teams and clearly governs asset use.

The high effort and cost of media files should ideally also be reflected in concrete benefits in marketing communication. But what happens when assets that have been expensively produced or purchased are ultimately not used? The cost of licensing photo rights, as well as the high demand for storage space, must be monitored regularly to keep the marketing budget under control.

DAM systems therefore offer metrics and dashboards that provide information on asset usage, adaptation, and expiration. Budget managers thus gain deep insights into actual asset usage and can take action to allocate resources as needed.