The Impact of Digital Asset Management
With access to the full performance history of a direct marketing effort, each contributor to the creation and execution of the campaign will gain insight on how to improve his or her area of contribution.
Make the Business Case
DAM systems may be popular, but they are not cheap. At a few thousand dollars—up front—per user, a DAM system is costly enough to make you pause and think before you jump in and buy. The high price tag means that you’re going to need approval from the corner office.
The cost justification for a DAM system typically revolves around three key areas: productivity enhancement, cost savings and reduction of time to market.
Take a step back and tally up how much your team spends on digital asset creation. How many people are devoted to creating digital assets? How much of your time do you spend managing these assets? Don’t forget the costs of the Macs running Quark Express and Photoshop; the servers where the files reside; the CD-ROMs and Zip disks used for file archival, etc. You probably spend more than you think.
Take, for example, the 12-person marketing department for a leading software company. The department’s staff includes two graphic designers, two copywriters and a four-person Web design team. Of the 12 people in the department, eight spend much of their time creating digital assets. Everything they create needs to be routed, edited and approved. In this example, the payroll costs alone for this software company’s marketing department exceeded $700,000 per year; hardware and software spending was about $25,000 per year. It would be hard to argue that the $725,000 spent creating digital assets in just one year isn’t real money.
Research indicates that the payback from a DAM system can range between seven to 15 times its costs. And that payback comes fast, too. Most savings from digital asset management come from time saved: