How will Digital Asset Management help marketers in the future?
Technology gives marketers plenty of opportunities. They can easily utilize all forms of text, images and videos in order to reach their audience. The possibilities don’t stop here - AR, VR, data gathering and big data, SEO, live streaming, contests and gamifications are all plausible ways to bring customers’ attention to particular aspects of our businesses.
Naturally, the more options we have available, the more difficult it becomes to choose the correct ones to use and combine them into one coherent campaign. Keeping track of every digital asset we use for every single one of them becomes a complex task that we need to consistently manage.
Setting up the whole life cycle from the beginning to end takes a lot of time and effort from marketers, and does not exactly make their life easy. That’s why Digital Asset Management (DAM) platforms emerged: to help us store, organize and utilize our assets. Thanks to the development of technology and the impact it has on marketing, they can also make it possible for us to arrange personalized and unique campaigns.
Think about it this way: wouldn’t it be great if creative marketing could create itself? We are getting to the level where it is not impossible for a marketer to create a database of several thousand pictures related to specific prop (for example, a laptop), then another one with multiple rooms and actors, and finally use a DAM software to combine the elements together to create multiple versions of a stock-like image, which can then undergo A/B testing in order to see which combination provides the best results.
In the era of the cloud, subscription-based, modular services and custom integrations DAM platforms are easier available and more scalable than ever, and can be adapted to specific needs of a company.