The Impact of Digital Asset Management

Improve direct marketing processes with a content management system

It’s not every day that technology disrupts how direct marketing is done. The 1980s, for instance, was the decade of word processing and desktop publishing. The early 1990s ushered in breakthrough tools for merge/purge, sorting, printing, addressing and delivering direct mail. More recently the Internet spawned a whole new medium—e-mail marketing.

The next new thing is digital asset management. Digital asset management, or DAM, refers to software that enables you to store and retrieve—quickly—all types of files, including design, copy, word documents, spreadsheets and more. The difference between DAM systems and simply storing files on a server is that DAM offers users a more secure environment for content and the ability to share documents, perform full-text searches and maintain control over the different versions of assets that can be used in direct marketing campaigns.

Improve Productivity

You may be surprised by what you find out when you ask the members of your direct marketing staff how many files they manage. According to industry averages, each marketer typically manages more than 5,000 files spread across a number of storage mediums.

Then ask your staff members how often they search for files. Marketing professionals report that they spend a great deal of time searching for, filing, retrieving, organizing, backing up and sharing digital assets. On average, the typical marketing professional performs more than 10 searches a day. And more than a third of searches are failures, resulting in wasted time and, potentially, the beginning of a “redo.” Creative professionals spend 10 percent of their time performing file management activities, of which one third is spent on searches alone, according to Gistics, a leading consulting firm specializing in digital asset management.

Obviously, companies have an opportunity to make measurable improvements to productivity.

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