It’s no secret that great imagery and visual content are powerful communication tools for every one of today’s marketing teams. As marketers, we rely on photos, videos and other media assets to convey our brand story efficiently and powerfully.
However, in a recent survey of marketing professionals, 55% of respondents stated that their biggest challenge for managing brand assets is that content is everywhere. (*see chart 1 below) Unfortunately, it’s common to have important brand assets stored across multiple file share sites, network drives and one’s own computer – leading to duplicates and questions about which file is ‘most current’ and ‘most correct’ to use.
Additionally, a similar recent survey revealed that the most important reason for improving media file management is to ensure that only the correct, latest, approved version of a file is used by everyone. (*see chart 2 below)
To better satisfy today’s digital demands, teams are shifting from basic file sharing sites to fully branded media libraries(such as Flight by Canto) to take care of storing and sharing important brand assets. This article explains the benefits early adopters are realizing from this new method of organizing, controlling and sharing images, videos and other content. A brandable media library, often referred to as digital asset management (DAM), makes it possible for today’s marketing teams to stay on-brand, collaborate more efficiently and emphasize visual communications.
This is part II of a 2-part series. Click here to read part I about the top five branding benefits teams realize from media libraries.
Listed below are five main efficiency benefits for teams that adopt a media library:
1. Permission-based Access to Brand Assets
Ever worry about losing your originals in a file-share folder? Does this lead you to storing a second duplicate copy on the network somewhere? Or on your local machine? If so, you’re not alone. Branded media libraries (built on DAM systems) can lock down who has access to your precious brand assets and determine if they can download the original, or only a watermarked file, and prevent deletion expect by a trusted administrator, or turn off deletion capabilities altogether.
2. Self-Service Portals Dramatically Reduce Interruptions
“Press 3 for our address and hours of operation.” In the same way that automated phone services greatly reduce incoming calls for routine questions – self-service portals greatly reduce incoming requests to marketing and creative teams for common brand assets like logos, product brochures and campaign posters. A protected, branded portal is a must-have from a modern media library.
3. Get Organized…For Real
Only with a DAM-based media library can you assign the correct metadata (categories, hierarchy, keywords, tags and custom fields) that is required for effectively searching your team’s library of images, videos and other rich media content.
4. Version Control
Managing revision history is not a new concept. However, there have been many advancements recently for how a DAM-based media library can handle storing previous versions, comparing differences and making old versions current again if needed.
5. Everyone Finally Knows Where to Go
“Where is it?” This is the dreaded question that stops all progress on any project requiring visual content. With some internal education, process evangelism and a central team library of brand assets, soon everyone knows where to go for the latest, approved brand assets.