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Why I’ve learned that Digital Asset Management is crucial





I'm Chris, a technical consultant at Asset Bank. After many years working as an IT consultant across various industries, I’ve recently joined Asset Bank. So with a fresh pair of eyes I thought I’d share a few things that I've learnt about Digital Asset Management (DAM) and why it’s so important. First things first then: DAM is utterly underrated and under-appreciated. In the myriad of companies I’ve worked with I didn't see a single good implementation. The majority of companies used network drives, SharePoint implementations, and all sorts of other programs designed to make the task of organising and finding files quick and easy...except it never is.

The ‘file labyrinth’ trap

The huge complexity and functionality of systems such as SharePoint mean that they're either under-configured and therefore used as an online folder structure (aka 'an online maze') or designed to the nth degree which means you need an advanced degree to upload a file — let alone trying to retrieve it later.


Can you find files quickly and easily in your current system?

The pitfalls of not having a DAM

The above leads to three key issues:

1. Inconsistent brand marketing

Firstly, about one in a hundred employees has read and understood the branding guidelines: the colours, fonts, and style that is meant to represent the company to external partners (1/100 is probably a very generous guess for larger companies!). This means that deliverables often look disjointed and don’t represent the company as a whole.

2. Resistance to change

Secondly, people find a single version of a template (e.g. PowerPoint) and take it to their grave. It's not necessarily the best version in the company, or even using any kind of recognisable or up-to-date branding, but it's the version they know and love so it's the version they use.

3. Time wastage

These two factors lead to a single issue that plagues every company: time wastage. People using old versions of templates or tools and then having to re-make their file when someone tells them it's outdated. People struggling to use awkwardly designed spreadsheets when better ones exist. People spending hours compiling different inputs to a presentation into a single coherent pack, and many more.

All of these really wasteful factors are a direct consequence of a disregard for proper digital asset management. Ignore DAM at your peril!


Making life simpler: why you need a DAM system

Asset Bank: An insider’s view

When I've been pushed for a description of our own DAM product, Asset Bank, I've opted for "if Apple made SharePoint". It’s a little tongue in cheek, but it instantly communicates Asset Bank’s friendly and intuitive approach. I think that’s down to our relaxed, flexible, and innovative company culture that’s focused on empowering employees to be the best they can be.

Previously, when I started working with a new company, one of the first things I had to get to grips with was their (almost inevitable) usage of network drives, SharePoint, Dropbox and other file storage applications. But now I’ve seen firsthand how Asset Bank can be used to help streamline processes and decrease time wastage; all while delivering an excellent user experience. I think it’s a shame that more organisations aren’t using DAM.

In essence, a great DAM system like Asset Bank increases productivity, aids team collaboration and ensures consistent marketing messaging. For these reasons alone, I really believe that it’s a brand and business essential.

Try an Asset Bank demo.

You might also like: Listen to Asset Bank's Mike give an overview of DAM on the Internet Marketing Podcast.

Chris Gibbs
Written by Chris Gibbs