February 6, 2021 • 3 min read
Digital asset managers (DAMs) have long been a staple of brand martech stacks. Predating most digital marketing tools, DAMs are considered consistent and reliable, if not exactly cutting edge.
While it’s understandable to use a DAM that you know and trust, the pace of change in the digital marketing world requires a fresh approach. Indeed, a steady stream of challenges and opportunities are forcing companies to reconsider how they manage digital assets.
For example, DAMs that only solve for online storage and content retrieval can’t meet the needs that brands have today. And given the exponential growth of online content, the high risk for digital non-compliance, and the immense expectations that consumers have for compelling, visual online content, it’s never the wrong time to ask your DAM, “… but what have you done for me lately?”
To help you answer that overarching question, below are some additional questions that can help you determine whether your DAM is up to the challenges of modern digital marketing.
Today, a step out of compliance can be costly for a business, and not just to the bottom line. According to Forbes, brand reputations take a serous hit from non-compliance incidents. At Sprinklr, we knew we needed our asset manager to be top-tier, with features that give us peace of mind when it comes to compliance – like being able to associate licensing information and copyrights with assets, and making sure that access to view and use content is governed.
But our team didn’t stop there. Sprinklr’s Digital Asset Manager goes even further thanks to technology that automates the control of assets, which reduces risk and lowers costs by removing the need for manual administration. Essential capabilities for our Asset Manager include:
Expiration dates for assets that take content out of commission past a certain date
Dynamic user permissioning that ensures there’s no need to manually control each individual with access
Controls that restrict the online channels on which assets can be used
Automatic deletion for already-published content that removes the need for human review and removal of Posts and ensures that no assets exist on historic social timelines after a license for use has expired
Staying relevant in the public eye means creating and publishing a steady steam of fresh content. When teams face obstacles that hinder collaboration, the can lose time (and money), and risk falling behind competitors.
To that end, Sprinklr has multiple teams that play a part in the creation and publication of digital content. To manage operations and for our asset management solution to be truly collaborative, we needed:
Project workflows that automatically track the content creation lifecycle for assets, with automatically assigned tasks and status updates
In-tool editing capabilities that allow for visual content to be edited without ever leaving the platform
Support for internal communication that lets users automatically notify key stakeholders with @mentions when their input is needed
The content creation lifecycle is just that: a cycle. It doesn’t end with online publication of assets. The digital landscape provides endless ways for consumers of your content to react to what they see, watch, and read.
If our Sprinklr teams didn’t have a way to track audience response to what we put out – and adjust our marketing strategy accordingly with improving iterations – our content lifecycle would feel like running in circles.
Our product team rose to the challenge with an asset manager that gives us key insights, including:
Artificial Intelligence for content retrieval, including visual filters that can quickly find image assets based on relevant objects, scenes, and activities.
Insights on audience engagement across channels that let us understand how our assets are performing across social
All associated publications of our assets, allowing us to gauge the response of our audience based on their comments
Our fresh take on traditional DAM technology has improved our content creation process and bolstered our governance abilities. While your current DAM may get the job done, be sure to consider how much more it could help your team accomplish.
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