The Impact of Digital Asset Management
Improve the Creative Process
More promotional opportunities with prospects and customers means greater demand for letters, inserts, e-mails, logos, brochures, images, photos, fliers, catalogs, etc. Every piece takes time to create. Or, if you use an agency for design, you have to pay for them. Copy needs to be written, edited, formatted and proofed, too.
The creative process starts with either a completely original concept or a revision of existing work. In both cases, the first draft of the piece needs to be routed and reviewed. It may take weeks to get everyone to look at the piece, make suggestions and give his or her approval. The finalized piece is sent to the intended audience, and the results are tallied. Then the process starts again with an analysis of the results and the decision to test a new idea or revise the current effort to improve response.
A DAM system improves this process considerably. First, the DAM system is a database containing all prior efforts—all their proofs, edits and results. Users can leverage past successes and avoid failures. Second, DAM systems typically also include functions for routing and approval, which helps shorten the review process considerably.
Direct marketing is a repetitive process with a good deal of trial and error. DAM systems help capture all the information in each loop of the campaign management cycle.
DAM systems don’t just house copy and designs; they can store licensed photos, contracts, quotes, invoices and even results. This means you can create an electronic file containing all the information about a direct marketing campaign from soup to nuts—an extraordinary value.
Now everyone can look not only at the package, but also at its costs and results. The true ROI of the campaign becomes apparent to all staff involved with the project. For example, print buyers can review and compare quotes, estimates and invoices. And list buyers can see which lists were used, response rates, merge/purge results, nixies, undeliverables, etc.