Huge growth in the volume of digital content brands produce has made digital asset management more important than ever, according to Jon Williams, senior vice president international, Aprimo.

“The development and the volume of content that most organisations are delivering is growing exponentially. Globally, it’s said to be doubling every two years,” Williams told Which-50 in an interview.

Compounding this challenge is the increasing number of channels marketers work in and while the demand for digital content has skyrocketed, resources often remain unchanged.

“On average, people tend to work across 23 different channels. I now have to kind of take the content I develop and get maximum value out of that particular content,” Williams said.

“If I have to develop lots and lots of content, [but] my budget doesn’t go up, my resources don’t go up. I’ve got to do it all with the same.”

According to Williams, digital asset management systems (DAMs) are critical to closing this gap.

DAMs help people within the business organise, find and utilise digital content quickly, Williams said.

“What it really does for an organisation is allow anyone within that organisation, be it within marketing or be it within other areas of the business, to come in and very, very quickly find the information and the assets they need.”

This efficiency means brands can better leverage their content and deliver a consistent message to the customer, Williams explained.

“They want brand consistency. They want to be able to easily recognise something they see in stores is the same thing they saw on the website, is the same thing they saw on the advert.”

DAMs also enable automation, allowing for content value to be maximised and eventually pulled in a way that maintains brand consistency, Williams said.

Ultimately it’s about allowing marketers better utilise their content, Williams said.

“You put marketeers in control.”

“You put them in control of the assets that they’ve spent so much time, effort and money developing and they can see what’s been used, what’s been effective, and they can manage and control that. And that, for me, is what DAM is all about.”

About the author

Sean Campbell is a solutions consultant for Aprimo. He has worked with leading brands in the US, Europe, and APAC, helping them to transform their marketing operations. Andrew Birmingham is the director of the Which-50 Digital Intelligence Unit, of which Aprimo is a Corporate Member. Our members provide their insights and expertise for the benefit of the Which-50 community. Membership fees apply.

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