Digital asset management software is primarily focused organizing and finding digital assets rather than producing assets. This leaves a gap for many marketers.
Exploring Digital Asset Management
We not only need to properly store, version, and find digital assets, but we need to manage the production of creative in a way that also allows the finished product to be stored, versioned, and found… and when found, ensure that they are the most current, brand compliant materials corporate has approved for use. This rings especially true for managers of distributed marketing networks who manage their brand and help coordinate the use of marketing materials among distributed users like dealers, distributors and franchisees.
The Move to Marketing Asset Management
Managers of distributed marketing networks with an existing DAM or those considering moving toward a DAM should consider Marketing Asset Management (“MAM”) as an alternative. Why? While a DAM solution is great at storing and indexing finished artwork, it is far more powerful when the marketing objects that make up that finished artwork are stored independently and dynamically assembled for just in time, automated delivery as personalized, relevant, cross media content to customers and prospects.
An advanced Marketing Asset Management platform, like Saepio’s MarketPort, views assets as individual marketing objects that are staged to be used in dynamically created marketing materials. With our recipe approach, changing one image can easily update several pieces at one time. This approach completely changes the value proposition of DAM. Keeping materials current for your end users gets a whole lot easier, saving you time and money.
Updating Content is Easy and Comprehensive
For the sake of example, let’s consider the use of a corporate logo. Imagine all of the marketing creative you have today between email templates, brochures, flyers, web pages, the blog, packaging, product promotion, point of sale, signage, and more. Hundreds or thousands of creatives. If you had to change your logo today, how much time (and money) would that take? It might take days. It might cost you thousands.
With an advanced MAM platform, it’s as easy as updating one image file. When you make that one change, the change applies to every use of the file across your full marketing network. You can imagine the time and headaches this one simple feature saves.
Brand Control Gets Easier
A MAM platform enables you to give your distributed marketers the freedom to create their own marketing materials without putting the brand at risk. And when that MAM platform is easily accessible, easy to use, and works across all of the channels they want to market through... or when co-op monies are more easily allocated back to them because they are in brand compliance, the use of the MAM platform becomes integral for the distributed marketer. Take Audi for example. With Saepio MarketPort, dealers can customize ads and send placement-ready output to publications within minutes – without jumping through hoops or having to send corporate-approved art first to an agency for local customization, saving Audi hundreds of thousands of dollars and making it much easier for dealers to comply with brand standards.
A Compelling ROMI
With a Marketing Asset Management platform, marketers can rapidly and painlessly link outbound marketing with top line growth. Research from leading analyst firms continue to validate the benefits of using a technology that is designed to seamlessly complement existing marketing processes; from creative development to campaign execution. In fact, research shows "marketers using MAM technology achieved 140% higher return on marketing investments and two times higher revenue growth than marketers that relied exclusively on generic DAM technology.”
While a DAM solution is great at storing and indexing finished artwork (just like the flat files were of old), it is far more powerful when the marketing objects that make up that finished artwork are stored independently and dynamically assembled for just in time, automated delivery as personalized, relevant, cross media content to customers and prospects.
MAM, which combines DAM with dynamic content assembly and marketing fulfillment automation, makes DAM actionable by introducing highly organized processes for storing, assembling and delivering marketing content.
Ready to learn more? Check out these great resources from Saepio: