Does Your Company Need Digital Asset Management?

Thursday, August 19, 2010 by Jake Athey
Does Your Company Need Digital Asset Management? People talk all the time about the good old days, but if you were a photo editor, audio/video professional or graphic artist (or owned a company providing these services) in the 1960s those days were often quite tedious. What we call asset management, the storing and retrieval of photos or artwork, meant having entire rooms, sometimes even entire buildings, full of file cabinets, storage closets and 1,000-page inventory lists. It could take days to find something. 
 
The same sort of manual filing systems were used for fingerprints at police labs when DNA profiles were not even featured in science fiction yet. Technicians could compare crime-scene fingerprints only by sight, and only had access to local print cards, too. Printing, publishing, photography and police work all changed radically with the advent of computers and the digital workflow. Asset management became digital asset management (DAM), and a completely new paradigm was born. 
 
The basics 
 
Every company today has computer files that need to be stored for either random retrieval or long-term archiving. Even a Mom-and-Pop print shop could have thousands of font files, hard drives full of photos and DVDs full of clip art, not to mention all the completed projects and their various components. Keeping track of all of this is far beyond the abilities of a file cabinet. Digital asset management experts have come forward to help the many individuals and firms that get lost in the sea of files, formats, drives and discs. 
 
At its most basic, your plan for digital asset management begins with an honest, thorough assessment of the objectives you have for managing and distributing your particular digital assets. You then need to define and adopt a long-term plan for what you wish to accomplish, factoring in the real-world experience at your place of business (and the different people and departments that need various levels of access). You can take the job on yourself, as long as you have sufficient expertise and time. If you do not have one or the other, or have neither, you can get help from companies that specialize in solving your DAM problems (pun intended). 
 
What it provides 
 
It is not just about storage. It is about efficiency, time, employee productivity and profits. Once you quantify the cost of your present inefficient system, you will be able to provide an accurate idea of the ROI (Return On Investment) that you will get from a new DAM system. In a generic corporate example (not a digital content producing company but, say, a shoe manufacturer), DAM would be essential to the functioning of the in-house marketing department. Even large Fortune 500 firms that use outside ad agencies have their own in-house departments, and companies large and small can both have huge libraries of images, shelves full of discs and hard drives full of uncoordinated digital materials. 
 
You can approach the solution several ways, but it will normally involve centralizing the media assets for quick retrieval. Some firms will do all of this onsite, but the real advances in computing in the cloud, as it’s called, is convincing many other companies to seek DAM in the SaaS (Software as a Service) model. The advantages are numerous, including redundant backups, on- and off-site access and storage, tech support and customer service, too. There is no one overarching model, and unique situations require unique solutions. However, it is clear that the SaaS model is a powerful, efficient and cost-effective solution for many companies. 
 
How to proceed 
 
The first, most important thing, as previously mentioned, is doing an honest review of the present workflow and DAM system. There will be standardized tools and systems that a SaaS DAM provider will offer you, and often these are fully up to the challenge. If there are unique issues in your firm, the solution provider can customize the approach for your specific situation. It is important to acknowledge that the DAM professionals have the expertise and have seen it all, so the more you learn about the technology and the process, the better you will adapt to the new way of doing things. 
 
As to the question initially posed (Does your company need digital asset management?) the answer would have to be “yes” for every company. No firm today works without digital assets. However, you may have a very small home office and not need a cloud-based DAM. In fact, you can probably devise and maintain your own DAM system with a bit of study and ongoing learning. However, if you have a small to medium-size business (SMB) and are starting to drown in TIFF, JPEG, audio and video files, you may need to take a step back and consider how much it is costing you to continue working the old way, especially when the new world of DAM is waiting for you. Give it some thought! 
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Searching for a Digital Asset Management System at Oceania Cruises

Wednesday, July 28, 2010 by Kathy Lewis
This is the second video in the series of Widen customer interviews with Jason Barinaga, Manager of eCommerce Initiatives, at Oceania Cruises, Inc. In this video, Jason talks about their search for a new digital asset management system in parallel with the launch of a new OceaniaCruises.com last year. One of the things that Oceania wanted to do was find a digital asset library that supported their new website from both a “look and feel” and functionality standpoint. Based on the negative feedback from users of the old system – media, travel agents, etc. – Oceania sought out a more proficient DAM solution that would allow customers to better utilize the resources and brand assets that a wide range of people were looking for. Watch the video to learn more about Oceania’s search for a new digital asset management system.

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Tips for Naming Your Digital Asset Management System

Tuesday, April 20, 2010 by Widen Marketing
Tips for Naming Your Digital Asset Management SystemNames are a big deal with marketing and creative groups; especially when it comes to the everyday business systems and applications you depend on to do your job. Choosing a name for your digital asset management system is key to a successful deployment in building user adoption internally and externally. Not all users of your DAM system will understand what “Digital Asset Management” is, so it’s common to choose a different, more identifiable name. This post will help you understand how to go about naming your digital asset management tool and provide some helpful ways of building a short list of possible names.

Best practices in naming your Digital Asset Management System:
  • Choose a name that fits the department or functional area leading the project – e.g. marketing communications, creative, public relations, sales, etc.
  • Choose a name that fits the primary group(s) of users of the system – internal or external – e.g. marketing partners, sales channels, dealers, etc.
  • Choose a name that fits the types of assets that are most common – e.g. images, photos, videos, and marketing materials. If it’s all of the above, use a more general term such as media or brand assets.
  • Choose a name that fits your organization, brand(s) or mission. ** The most important best practice because your DAM solution is the single point of management and access to your brand assets.
Quick Tips – Be Creative, Realistic, Memorable and Simple:
  • Be Creative – Names that are catchy and fun are easier to remember.
  • Be Realistic – Names that fit the purpose of the system set clear expectations.
  • Be Memorable – Names that are easy to remember improve frequency of use.
  • Be Simple – KISS. (You all know what that means...) Confusion turns users away.
Two and three word combinations work best in achieving the goal of being Creative, Realistic, Memorable and Simple. Typically, you will want to attach your organization or brand name to the front of the two-word or three-word name for your DAM system. For example, “Widen Video Library” or “Widen Brand Asset Portal.”


Chart for Picking a Two-Word Name for your DAM System:

Asset Type Descriptor System Type Descriptor
Brand Bank
Creative Collection
Digital Database
Image Resource
Marketing Tool
Media Library
Photo Toolkit
Video Source
  Gallery
  Portal
  Collective
  System
  Center


Sample Two-word Names (Not including the Customer/Brand name):
Creative Library, Digital Gallery, Digital Toolkit, Image Library, Marketing Library, Marketing Toolbox, Media Database, Media Library, Media Source, Partner Portal

Sample Three-word Names (Not including the Customer/Brand name):
Brand Asset Library, Creative Resource Bank, Digital Image Gallery, Digital Media Library, Image Management System, Marketing Resource Center, Video Asset Library


Widen Media Collective - Request a Login with Registration Code "collective"
Take the tour of the Widen Media Collective DAM Demo Site > Request a Login >
Use Registration Code “collective” when you fill in the required information.

The Widen Media Collective® Brand Name

Media Collective® is the trademarked name for the Widen digital asset management software suite and serves as the default name for Widen customer DAM systems unless you choose your own. Generally, the name will appear in the title of the web-based DAM system, login screen and header within the application. The standard web address is https://customer.widencollective.com.

What if we want a vanity web address?

There is no cost to select a custom name, however additional charges may apply for maintaining a custom vanity URL. Here’s an explanation of the vanity web address options:

Vanity Web Address Redirect: Organizations not wishing to use the standard web address of https://customer.widencollective.com may opt for a vanity web address that is redirected to the standard address. For example, you can direct users to http://WidenMediaCollective.com and they will be redirected to https://demo.widencollective.com when they arrive on the page.

Vanity Web Address: Organizations not wishing to use the standard web address of https://customer.widencollective.com may opt for a vanity web address that is NOT redirected to the standard address. For example, you can direct users to https://WidenMediaCollective.com and that will remain the core part of the URL string throughout their use of the system.
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New Marketing Asset Management Benchmark Report Released by Aberdeen Group

Wednesday, April 7, 2010 by Jake Athey
Aberdeen Group recently launched a new benchmark report titled “Marketing Asset Management: Managing Brand Compliance in Distributed Marketing Environments,” authored by Peter Ostrow, Research Director, Sales Effectiveness for Aberdeen Group. The report examined 136 organizations that have deployed marketing asset management (MAM) solutions and found that 100% of the top performing companies improved their return on marketing investments, compared to 26% in other companies. This report from Aberdeen Group follows last year’s Digital Asset Management benchmark study “The Marketers Guide to Justifying Investments in Digital Asset Management.”

According to the study, managing marketing compliance and brand consistency across business units and geographies are among the top priorities of marketing managers and CMOs in 2010. Many organizations continue to stifle efficiency and waste money on unproductive, decentralized marketing resource management processes. As organizations attempt to operate as efficiently and effectively as possible under volatile market conditions and often with fewer resources, MAM solutions empower sales and marketing teams to maximize return on marketing investments by centralizing and improving accessibility to approved marketing resources.
 
The report reveals what leading companies have been able to achieve through deployment of marketing asset management solutions, including:
  • 24% average year-over-year increase in annual revenue compared to 2% increase in other companies
  • 32% average year-over-year improvement in return on marketing investment compared to 4% average decrease for other companies
  • 18% average year-over-year improvement in brand consistency compared to 2% improvement by other companies
Business Pressures Driving Marketing Asset Management Adoption
Common characteristics among companies enjoying Best-in-Class performance include:
  • 79% deploy a library asset management system for their marketing assets
  • 75% use ROI estimates to cost-justify marketing investments
  • 71% provide the marketing department with access to all digital assets, allowing them to re-purpose or re-use content and images
  • 62% have a process in place to disseminate information on best practices in managing marketing assets to both sales and marketing
Best-in-Class Strategic Actions in Response to Pressures for Marketing Asset Management
Obtain a complimentary copy of the Marketing Asset Management report from Aberdeen Group.

Visit Research.Aberdeen.com for additional access to complimentary Customer Management Research.

Learn more about Marketing Asset Management from Widen.
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No Foolin’ - We’re SaaSing Back with Digital Asset Management

Thursday, April 1, 2010 by Jake Athey
We’re SaaSing back at the conventional wisdom of IT because DAM doesn’t need to be so difficult! Read our article in today’s ECM Connection newsletter--SaaSing Back without Getting Smacked. Here's a bit from that article...

Gartner put out a report in 2008 that indicated the SaaS model has become increasingly popular during the last three to four years. The report said more than 40% of organizations have used SaaS for more than three years and nearly 90% of organizations surveyed expect to maintain or grow their usage of SaaS, citing the following as primary reasons for adoption:

Immediate Deployment
SaaS services are immediately usable and begin returning on the investment immediately.

Service is Just as Important as Technology
Service providers supply implementation, training, software, integration, maintenance, upgrades, and support as part of the total package and are staffed to handle each component themselves.

Infinite Scalability
Software-as-a-service providers are already geared up to handle scalability so when you need to go from 100GB to 100TB, even for 24 hours, you can do it and only pay for what you use.

Lower Price Points and Total Cost of Ownership
Service providers are sharing in the power of user communities, shared technology, and innovation to keep costs down and price points that make installed software pricing look ridiculous. Also, no additional resources needed in a complete software-as-a-service model. No extra IT maintenance is required.


It’s the start of a new month, new quarter and new victories to be had… Are you ready to start increasing your Marketing ROI with Digital Asset Management?

When marketing teams implement Digital Asset Management software technologies to centralize, repurpose and track marketing and brand assets, they’re better equipped to:
  • Maintain brand consistency and compliance across all media channels and selling channels in different geographic markets
  • Reduce time to market with new campaigns by finding existing materials quickly and easily in ready-to-go file formats appropriate for the intended purpose
  • Eliminate redundancies creating and distributing assets by reducing the need to recreate lost assets or depend on slower, manual processes for sending files
  • Get internal teams and external partners on the same page with access to the same library of marketing and sales materials, collaboration tools and collateral customization

Widen makes it simple because 100% DAM SaaS provides you with a guided implementation (including training), automatic upgrades, and powerful web-based DAM without the burden on your internal IT resources.

We’ve reloaded our Demo site and invite you to check it out! Get acquainted with web based digital asset management and take the tour on your own.


Self-Guided Tour - The Widen "Guest Pass"
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Step 1 – Admit you have a DAM problem. Step 2 – Seek help.

Monday, March 22, 2010 by Jake Athey
Step 1 – Admit you have a DAM problem. Step 2 – Seek help.I’ll be the first to admit… Digital Asset Management is not that sexy. As a marketing guy, it’s hard to get excited about databases. However, the content stored in a DAM system is another story… Of all the content types, digital assets—particularly images and videos—got to be the sexiest! Consider the growth and popularity of online video... Gartner Predicts 25% of content in the workforce to be images, audio or video by 2013.

I understand… you have a limited marketing budget so you’d rather spend that budget on things like social media, search engine optimization, video players and other “cool things.” Isn’t that convenient… Digital Asset Management is the backbone of your marketing efforts because it allows you to better find, manage and repurpose these assets that are the lifeblood of your marketing and promotion campaigns. Social media, digital asset optimization, and video marketing programs all use digital assets as a core part of the marketing message.

If you’re not sure you need DAM, then you may want to read my last post (Why we don’t need DAM…). I apologize for the overabundant use of sarcasm. Yes, small to medium-sized businesses need DAM just as much as marketing teams at Fortune 500 enterprises. And yes, there are still mid-market digital asset management solutions out there… few and far between… but they’re out there.

Step 1 – Admit you have a DAM problem. Step 2 – Seek help.

Now, more on making the case for digital asset management software in your marketing operations. Reference the recent eMarketer article “Marketers Buzz About ROI” that discusses the Marketing priorities for 2010. Many US marketing executives were planning to increase budgets this year as they were much more optimistic about the economic outlook in February 2010 than in 2009 when the recession was in full swing. However, that doesn’t come without scrutiny because the number one priority is focusing on ROI.

Priority #1: Increase Marketing Return on Investment —according to the “Marketing Trends Report 2010” from Anderson Analytics and the Marketing Executives Networking Group (MENG).

Chart from "Marketing Trends Report 2010." Source: eMarketer

Priority #1 as it relates to DAM—explained. You’ve made investments in the creation of digital media—photo shoots, retouching, video shoots, editing, stock and rights-managed photography purchases, etc. You’ve made investments in assembling the destination points for your digital media—websites, blogs, social networks, advertising, promotions and print. Now, it’s time to invest in a digital asset management product that will help you realize a maximum return on those investments by getting greater use out of your digital assets. DAM tools make those assets easy to find, distribute, reuse and repurpose while also allowing you to track, compare and measure their value.

Priority #2, 3, 4 & 5 will be introduced and explained in later posts. However, point 3 and 5 deal with brand loyalty and branding—another reason why companies invest in DAM technologies.

Focus on Marketing ROI – Reference the 2009 AberdeenGroup DAM Benchmark Report. Best-In-Class companies are using Digital Asset Management systems to improve efficiency, increase brand consistency and improve return on marketing investments. See the key charts from the report in the blog post for “The Marketers Guide to Justifying Investments in Digital Asset Management.”

AberdeenGroup found that best-in-class companies centralizing access to digital assets are two times more likely to use a DAM system for the marketing functions. These same best-in-class companies reported a 23% year over year reduction in time to market and an 18% increase in average return on marketing investments. On the other hand, time to market increased by 11% for DAM laggards and average return on marketing investment fell by 17%.

Top 3 Reasons Companies Invest in DAM. Source: Aberdeen Group, May 2009

Download the whitepaper "Why Digital Asset Management Should Be Your First Technology Investment for 2010" to learn more about how DAM adopters achieve substantial return on investment including reducing time to market, improving the performance of marketing campaigns, reducing marketing costs and improving brand consistency.

The Bottom Line

DAM is not all that sexy, but you can’t ignore the fact that you need it to power your marketing operations and improve marketing ROI. In today’s distributed marketing environment, shared drives, FTP, CDs/DVDs and tape libraries won’t cut it. Your marketing partners need instant access to your digital assets and you must be able to find, reuse and repurpose assets multiple times and in multiple locations. Marketers don’t just rely on one channel anymore. We are all multi-channel marketers and publishers.  To do more with less, be a more productive marketer and get more out of the investments in creating and distributing assets, you need an asset management system.

Step 1 – Admit you have a DAM problem. Step 2 – Seek help.

Lucky for you, Widen provides DAM as Software as a Service provider, which means YOU GET HELP. With 100% DAM SaaS, you keep on marketing – no IT resources necessary. SaaS includes: guided implementation, shared best practices, help desk available when you need it, admin and end-user training, promotional support, automatic upgrades, ongoing maintenance and technical support. Learn more about Widen DAM SaaS.
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Photography and Color Management with Digital Assets

Sunday, March 21, 2010 by Kathy Lewis
This is the sixth video in the series of Widen customer interviews with Jim Scarlata, Senior Marketing Operations Manager for Knaack LLC. In this segment, Jim talks about the photography and color management capabilities of Widen. Not only does Widen provide DAM software, they provide services to create and manipulate digital assets. During or after a photo shoot, Widen can seamlessly import new photos into the online digital asset library. Widen's history and experience with premedia and color management provides a key advantage in having that knowledge level of the content management and structure of the digital asset management system. 


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International Marketing and Branding with Digital Asset Management

Sunday, March 21, 2010 by Kathy Lewis
This is the fourth video in the series of Widen customer interviews with Jim Scarlata, Senior Marketing Operations Manager for Knaack LLC. In this segment, Jim talks about how Widen digital asset management services support organizations with multiple brands internationally. The Knaack brand’s focus is mainly in the United States. However, Knaack has a sister brand internationally, Ridgid, that is supports its business expansion internationally. Widen's DAM system  provides Knaack the ability to create a multi-branded user interface (UI) to support the various international audiences accessing the same digital asset library, but segmented for different brands and a look to match. Watch the video to learn more about international marketing with digital asset management.


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ROI with Digital Asset Management Systems

Sunday, March 21, 2010 by Kathy Lewis
This is the second video in the series of Widen customer interviews with Jim Scarlata, Senior Marketing Operations Manager for Knaack LLC. In this segment, Jim talks about realizing a return on investment with a digital asset management system implementation. There are both hard and soft benefits that accrue with a DAM solution. The Widen DAM allowed Knaack to immediately eliminate the need for manual intervention with digital assets management and fulfillment by marketing staff, eliminated need to burn CDs and the subsequent shipping costs. Jim talks about how the greatest digital asset library in the world provides no advantage to the marketing operation without the distribution mechanism. Sales channels and marketing partners must have self-serve access to assets 24/7. Jim talks about how the value with digital asset management solutions is seen immediately. Watch the video to learn more as Jim talks about ROI with Widen's digital asset management system.


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Why we don’t need digital asset management to run our marketing operations.

Sunday, March 14, 2010 by Jake Athey
Darts Off TargetI work in a small marketing team of about five. We have a designer, a product manager, a brand manager, a marketing assistant and an online marketer. We work closely with the sales and customer success management teams. We often collaborate with the account executives and project services teams on projects. Basically, anyone with a customer-facing role depends on Marketing and Marketing depends on them.

Like many organizations, our marketing communications programs include online marketing, public relations, brand management, event marketing, etc. We produce a number of digital assets that are put to use promote our brand, sell products and services and assist with customer relationship management objectives. These digital assets are owned and created by a number of different people across multiple departments inside the organization and externally. Each department has their own shared folder on the network and many employees also have their own folder as well. It’s easier for each department to work separately and for each employee to keep their work on their desktop. When we have a new project, we just start fresh in creating new materials. It’s just easier to re-create something than go digging through some archive somewhere or turn to someone else.

If for some reason, someone needs something that someone else has worked on, we’ll just email it or post it to the FTP. Sometimes, the materials get too large for email so we’ll just use web-based delivery programs like YouSendIt or something like that. There are all sorts of tools or methods we can turn to… no need to settle on one. If someone needs a logo or letterhead, they can always email our designer and she can stop what she’s working on and send them whatever it is they need. Sometimes it might take a few emails to get it right, but that’s ok she’s paid by the hour.

It’s common for teams to email a project file back and forth a dozen times and still see mistakes in the end. “She said this” and “he said that” and the project file morphs into something totally different than expectations called for. They should have given better directions and should have done a better job keeping track of changes. Version 1… version 2… version 7… Who cares what was done to which version and where they’re at? That’s just part of internal communication breakdowns that all businesses have. Why should Marketing care?

It doesn’t really matter to Marketing that different departments have their own libraries of materials and guidelines that they follow—we don’t have that strong of a brand presence anyway. Inconsistency is just part of business and “brand consistency” is a made up marketing term anyway… it has no financial impact. If companies would just spend more time selling and less time on branding then they’d be more successful, right?

Although it’s a pain in the neck, working with agencies or other partners is another part of marketing. If we work with an agency on a brochure, video or website we’ll just assume they’re keeping all of the original files, master assets and anything else they produced. If we need it later, we’ll just email the agency and wait for them to send a CD with the final files. Hopefully, they’ve kept all the files even though it’s been a couple years since the project. Why should we be care what happened to the files or if we have them later? ...Chances are we’ll never use them again.

If only Sales could do their job. It’s not Marketing’s problem to look after the crap sales teams put together. If our sales teams put together poor-quality presentations and lose a deal, then that’s their fault… they should have done a better job. They deal directly with our customers, they should get it right. If they’re putting together presentations on the road or working after five, then it’s not Marketing’s problem if there’s no one at the office to track down and send them the files they need. They should be better prepared.

Why should Marketing care what materials are accessed by whomever, used wherever and what impacts they had. All we want to do is create content and move on. If that old logo was used for the new proposal, that’s not Marketing’s fault. If that image for the new campaign was used before it was to be available for general use, that’s not Marketing’s problem. Why should we care what materials were used the most or had the greatest impact? We know what’s best because we’ve always done it that way. That’s Marketing for you… the department that doesn’t require accountability or intelligence.

We don’t need a digital asset management system. Or do we?
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The 5 Things I Learned from Customers

Sunday, March 14, 2010 by Matthew Gonnering
One of the best things about my job is that I get to talk to customers.  And since we have been good at talking to customers, we keep getting more customers.  So….really, it is not just talking to customers that I like, it is taking the conversations I have with customers and putting them into action.
 
Some customer conversations highlight the simple things whereas others recommend changes to process or product.  Our customers have valuable insight into how we can continue to help them and throughout my conversations I have learned five key things:
 
We have great customers
We get to work with some of the most reputable brands in the world in addition to the rising stars in the small and medium size business world.  It is an honor to help these organizations and their marketing and creative teams with digital asset management.  These teams have exceptional insight into the management of their DAM system because it is the library for everything they work for; the brand.  They love it and they want to advance it just like we do.  We strongly believe our customer base is the most educated and well versed digital asset management team across the industry.
 
Our employees are awesome
Customers are referencing employees and telling me stories about how they benchmark other technology deployments against the Widen experience.  In a recent case, the customer told me they were implementing another marketing system and they asked the supplier why they couldn’t be more like the people at Widen.  We have great employees and they go out of the way for our customers – and the customers recognize it.  We have expertise that match up precisely with customer teams to ensure customers receive value with every interaction.
 
The product is powerful
Widen digital asset management technology typically starts at the workgroup level to serve the immediate demands of marketing personnel.  After successful experiences at that level, the decision to scale to the enterprise is an easy one because of the Widen product configuration.  Whether it is thousands of additional users, terabytes of data, or brands spread throughout the world, the product is powerful enough to scale to meet the enterprise demand.
 
When we say service, we really mean it
It is people talking to people.  It is digital asset management teams at Widen holding the hands of the customer implementation team.  We are sharing in the risk of the success because we are a software-as-a-service organization.  Customers trust us because we have earned that trust.   They trust us to engage their user community and educate them on digital asset management.  They need our expertise to help them manage their images and video files throughout the relationship and we do not let them down.  Our project management and help desk teams are positioned to proactively address the demands of our customers.  Widen customers understand what the last “S” in SaaS really means.
 
Our teams manage expectations very well
In response to the question, did you experience any disconnects between the selling process and the use of the Widen digital asset management system, the response is absolutely not.  Our sales and marketing teams manage expectations early in the process to ensure that customer expectations and our product and service combination is a good match.  Dissatisfied customers lie in the gap between what was promised and what was actually delivered and our teams are deliberate in our process to make sure each customer experience is exceptional.
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Why is it that IT departments want Digital Asset Management solutions that are installed on-site?

Sunday, March 7, 2010 by Jake Athey
Why is it that IT departments want Digital Asset Management solutions that are installed on-site? Is it because they own it? Is it because they can customize it? Is it because they want their assets behind their firewall? These are all valid questions. DAM SaaS providers and SaaS adopters deal with these questions all of the time. There are answers to these questions, but the DAM project owners should ask these questions back to their IT managers as well.

The truth is you don’t own the installed software. You only own it if it’s a home grown solution and many large companies are finding that their home grown solutions, after years of development, do not compare to modern-day DAM solutions. Many home grown solutions don’t embrace the feature set, ease of use, and scalability of today’s enterprise-class DAM solutions. If you’re thinking an installed solution belongs to you, you’re not entirely correct. You don’t own the code. If you want to customize it, you must ensure the parts to customize fit with what your needs are and that you have the competency to customize it.

You’re still subject to the release cycles, support and professional services offered by the installed provider. There’s a certain level of expertise it takes to implement and maintain DAM software and many IT departments are not staffed with “DAM experts.” Consider the competencies of IT and the competencies required for a DAM implementation, ongoing maintenance and expansion. In most organizations, the IT team’s time is filled in maintaining the other business critical systems. Does DAM carry that high of a priority with IT?

Installed or SaaS, You Still Own Your Digital Assets

Whether you deploy an installed solution or work with a hosted provider, you still own the assets. It’s just a matter of where they live. Of course with an installed solution, they live behind your firewall. With a SaaS solution, your assets live in the hosted provider’s secure data center or the cloud. This is much like banking… you keep your money in a bank because you trust they can do a better job managing it than you can. Certainly, there are good reasons to have asset libraries on the client site. That’s why Widen introduced the Appliance. With the Widen Appliance, companies have replicated assets on-site to support internal creative operations and business continuity planning in the event of catastrophe causing the internet to go down.

One of the many reasons companies – big, medium and small – choose to work with a SaaS provider is because the hosted DAM provider has a better infrastructure to support a widespread network of internal and external users. A hosted provider can often offer greater scalability of the infrastructure. This includes scalability to scale resources up as the demand increases and scale the resources down when so much storage and bandwidth is not required. Scalable SaaS DAM deployments can be more cost-effective as they support a true pay for what you use model.
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Online Digital Asset Management Solutions for Online Digital Assets

Sunday, March 7, 2010 by Jake Athey
We had a prospective client share their DAM story with us last week and their needs matched up very closely with what Widen could provide in a hosted Digital Asset Management solution. They needed a central repository for images and videos, easy to use, easy to find assets, multiple levels of control and access, and asset tracking and usage reporting.

However, after learning the Widen online digital asset management solution matched up very well to the needs of this particular client, they came back to us saying that their IT department would only consider solutions installed on-site. Regrettably, Widen is a 100% DAM SaaS provider and delivers web-based DAM solutions where the asset libraries are hosted in Widen’s data center.

Do they want the internet installed too?

I thought it was interesting that this particular client’s IT team would only consider an installed solution since they’ve been unable to maintain the current system. This is something we hear all of the time. Ironically, most of their digital assets – images and videos – end up online. Do they want the internet installed too? If the destination for your digital assets is to be online, then wouldn’t it make sense for the digital asset management solution to be online as well?

A recent Forrester ECM (Enterprise Content Management) report by analyst Stephen Powers shows that more interest was seen in SaaS products (than on-premise or open source), with 43% of the respondents expressing interest in SaaS WCM and 39% in SaaS DAM. “Because content stored in these systems are often public-facing, organizations were less concerned with sharing the content outside the firewall,” reports Powers.

Consider the use and destination of your digital assets in defining your goals and needs with a DAM system. In a large organization with multiple divisions in multiple locations, an installed solution isn’t always the best option. Consider all internal and external users? Will the installed solution be the single point of reference for everyone in the organization? Will everyone adopt the solution or will people still work in the same siloed environments their used to? One of the main goals for deploying a DAM solution should be making it easy for users to access the system, enjoy using it and make it easy to get want they need so they will come back again.
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Digital Asset Management Governance: What Sets Widen Apart?

Sunday, March 7, 2010 by Matthew Gonnering
Common challenges with digital asset management programs include segmenting internal and external groups of users to have varying levels of access to specific groups of digital assets. Widen makes this easy by empowering clients to govern their user base and the level of interaction they have with different digital asset libraries. Roles and Permissions controlled by client administrators make governance a critical yet manageable part of DAM software deployments in organizations of all sizes. Watch the video to learn more.


 
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What is the best digital asset management product?

Tuesday, March 2, 2010 by Jake Athey
What is the best digital asset management product? That’s a good question… and a common question among those beginning to research digital asset management technologies and vendors. The purpose of this post to help those understand how to decide what is the best digital asset management product for you.

Organizations of all shapes and sizes are adopting digital asset management systems and practices to improve efficiency, brand consistency, accountability, intelligence and effectiveness. When asked, “what kinds of companies need digital asset management?” my response is typically any company that has sophisticated enough creative or marketing operations that they’re creating significant amounts of digital content – images, videos, brochures, etc. – that need to be used and repurposed. That digital content is to be centrally managed and readily available for multiple users to access the content they are supposed to. DAM is particularly valuable to organization’s that have distributed user networks and workers who require remote, self-serve access to a central library of digital assets. There is no exact right or wrong answer to know if a company needs DAM. The size and scale of a DAM implementation varies. When the “traditional” methods of using the shared drive, email attachments, and FTP site start to bring reoccurring pain, then DAM might be something worth considering.

Organizations that are finding success in adopting DAM software solutions include the following vertical markets:  manufacturing, retail, marketing & advertising agencies, media, entertainment, publishing, sports, colleges & universities, healthcare, insurance, financial services, non-profit organizations, hospitality, food service, government, engineering, construction, hi-tech.

When asked “What is the best digital asset management product?” … There really is no right answer. It varies. The digital asset management analyst community will tell you the same thing. The best DAM solution really depends on you and your company. It depends on what kind of company you are and what your functional goals are. The size of your company or industry you’re in may matter (or may not). The size of your digital asset library may matter (or may not). The types of assets you predominantly need to manage may play a part. The quantity of users and their location (internal or external) may make a difference.

The digital asset management analyst community will tell you to consider the types of solutions vendors offer to fit different use cases. It is important to understand the business scenarios that fit each vendor’s product strategy to find the best digital asset management product for your particular circumstances. The DAM analyst community has helped those looking for DAM solutions by rating vendors according to common scenarios useful for understanding which types of products tend to work better according to the type of projects. These use case scenarios can be divided into three buckets to include: (1) Image Management, Brand Management and Marketing Operations – segmented further by Digital Asset Library, Photo Archive, Brand Management, Marketing Collateral Production and Distribution, and Ad Production services; (2) Publishing – segmented further by Periodicals Production & Distribution, Multi-Channel Publishing, Catalog Publishing, Rights-Managed Content Syndication and Distribution services; (3) Video Production – segmented further by E-Learning, Video Review and Approval, Short Form Video Production, and Broadcast Video Production services.

Other things to consider when looking for a digital asset management vendor (in no particular order) include:

How long has the vendor been around? … How long have they been offering DAM? … How much of their focus is on DAM? … Is DAM a core part of their business or just a side activity? … How many DAM clients do they have? … How many DAM clients have they lost? … Do they have experience in your industry? … Do they offer complementary services? … Where does their experience come from? … How stable is the company? … Have they been bought or sold? … Is their DAM offering home grown or purchased from someone else? …  How sophisticated is it? … Is it evolving as the marketplace changes? … What does their product roadmap look like? … Do they have one? … How often do they come out with new upgrades and innovations? … Who installs them? … Do they have a technical services team? … Do they have a help desk? … What are their hours? … How do you reach them? … Who handles the implementation? … Do they offer training? … Do they perform integrations? How? … What information technology resources will be required internally? … What is the cost to deploy? … What is the cost to maintain? How do you achieve an ROI? … What are the extra costs? … What are their security practices? … How can they ensure my assets are safe? … Is it customizable? … How much customization is required to make it work? … Is it scalable to grow with my business?

These are just a small set of the many questions to ask when looking for the best digital asset management product for your organization.

Leave a comment if you have other advice for those looking at DAM for the first time or share your experiences.
 
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Digital Asset Management User Roles and Permissions

Wednesday, February 24, 2010 by Widen Marketing
One of the many purposes of a Digital Asset Management system is to provide controlled access to an organization’s library of approved digital assets. Note the key word here is controlled! There are many types of marketing software systems that provide some sort of repository services for centralized storage of documents, images, and other files. However, only a true DAM system should suffice in a sophisticated marketing environment where you want to deliver tiered levels of control for the collaboration, management, and distribution of digital assets. In Widen’s world of DAM, tiered levels of control are managed via Roles and Permissions.

Without Roles and Permissions, you may as well post everything you own to a public-facing website for the whole world to access. In a web-based DAM system, every a user has a secure login which authenticates them into a Role with a predefined set of permissions.

Roles and Permissions determine 'who' has 'what' level of access to 'which' assets and 'how' the user can interact with the assets.

Roles and Permissions allow…
  • The marketing team to prepare a campaign that will launch in six months.
  • The product team to produce training materials for a product that doesn’t hit the market until next year.
  • The regional field reps to only access current collateral and promotions created for them.
  • The marketing team to ensure assets for products that have been taken off the market are not accessible by the sales teams and partners.
Digital Asset Management User Roles and Permissions

This table illustrates a sample Roles & Permissions structure for a Widen web-based
digital asset management system. The Permissions do not reflect Widen’s full permissions
set, but are intended to reflect variable levels of access and control.

Although it can be a very complicated aspect of DAM to administrate, Roles & Permissions can be as simple as can be for a four-person workgroup or as complex as a multi-national enterprise with several departments, divisions, brands and channels for access and control. Maintaining the Role & Permissions structure is critical when rolling out updates and a key point in selecting the right partner. More than that, working with Roles & Permissions that allow for adaptability, flexibility and scalability with ease is vital to the ongoing success of your DAM system.

Read the article in E-Commerce Times: Whose Fingers Are in Your DAM?

Contact Us to learn more or to see the Roles & Permissions structure in Widen’s online DAM system.
 
 
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How Super Bowl Champion Merchandise is Marketed Minutes After the Big Game with Help from Widen Digital Sampling and Digital Asset Management

Wednesday, February 10, 2010 by Jake Athey
Saints Win! Saints Win! The 2010 Super Bowl between the New Orleans Saints and the Indianapolis Colts was watched by more than 106 million viewers, surpassing the 1983 finale of "M-A-S-H" to become the most-watched televised event in American history. This is the fifth consecutive year that the Super Bowl has averaged more than 90 million viewers, according to Nielsen.

That’s a lot of football fans and a lot of consumers that want to be the first to have the apparel the champions wear.

Minutes after the big game, I received this email from DICK’s Sporting Goods announcing the availability of the official Locker Room Merchandise from Reebok, the authentic outfitter of the NFL. No doubt, there are a lot of fans out there who want the Super Bowl XLIV Champion hat and t-shirt worn by their champagne popping locker-room heroes as soon as the outcome of the big game is decided.

Saints Super Bowl XLIV Champs Gear at Dick's Sporting Goods

How do retailers like DICK’s Sporting Goods get their hands on these images to have their emails and websites ready to go as soon as the champion is declared? More importantly, how does the Sports Licensed Division of The adidas Group make this process efficient, accurate and cost-effective?

With the help of Widen Digital Sampling and Digital Asset Management services, adidas can get official product images in the hands of their retailers who, in turn, get marketing messages in front of the eyes of the consumer as soon as a buying decision is ready to be made.

Widen digital sampling processes and digital asset management tools help ensure the entire digital supply chain is equipped with compelling, consistent and cost-effective content for commerce.

The Widen Digital Sampling process assists in the creation of digital apparel samples and the Widen web-based digital asset management system is used to manage, distribute and provide access to authentic image assets. As the official provider of licensed apparel for the NFL, NBA, and NHL, the adidas Sports Licensed Division (includes adidas and Reebok brands) uses Widen premedia services and DAM technologies to meet hot market demands for the Super Bowl, NBA Finals, and Stanley Cup Finals.  

Widen-powered technology and processes help retailers such as DICK’S Sporting Goods market championship apparel merchandise as soon you see the players wearing the hats and t-shirts after the big game is over.

Saints Super Bowl XLIV Champs Gear in the Widen-Powered Image Library
Saints Super Bowl XLIV Champs Gear in the Widen-powered image library (including blank hats).


What’s all included in the Widen Digital Sampling process? This premedia production process generally begins with photography of one neutral grey apparel sample. Next, digital sampling operators digitally create all color swatches according to league approved team colors. Lastly, graphics are applied according to Reebok/NFL technical guidelines and the final approved images are loaded into the image database where they can be centrally managed and available for download in a working file format.

All Reebok / adidas digital samples are loaded into the Widen-powered web-based image library, which holds the all apparel and headwear styles for the current and coming sports season for the NFL, NBA, and NHL. Since many of the physical apparel styles are not yet available in stores or online (or even physically produced en masse), many of the images are on hold and are tightly controlled using Widen’s governance tools. Styles and logos are often determined 6-7 months in advance of the coming season for the major sports leagues.

When it’s time for these assets to go to market, orders are placed in the DAM system and retailers can download the files according to exact specifications for print or web use. All users are required to sign off on a rights release agreement before they have access to the images. For example, DICK’s Sporting Goods was granted permission to access championship apparel images for the Saints and Colts so they could prepare their email marketing templates in advance of the Super Bowl.

As you can guess, the digital apparel sample production and distribution process shaves weeks off the time to market versus the process of physically producing, photographing and shipping physical samples. Plus, it streamlines a very difficult process—particularly when meeting hot market demands such as with championship merchandise. Besides the time savings of digital sample creation, adidas is able to drastically reduce costs of physically producing each item and team combination and the photography and shipping costs to go along with it.
 
Benefits of using hosted Digital Asset Management:
  • Accelerated search and retrieval time in accessing official imagery
  • Increased real-time collaboration of assets and approvals
  • Cost savings through the elimination of physical delivery of samples
  • Elimination of the cost of lost or misplaced work
  • Reduction in time-to-market through digital delivery

Here’s an inside look at the market preparedness leading up to the Super Bowl:

1 week before the NFL Conference Championships – Conference Championship merchandise was created for the eight teams in the Divisional Round (Baltimore, Indianapolis, N.Y. Jets, San Diego, Arizona, New Orleans, Dallas, and Minnesota)

2 weeks before the Super Bowl – Super Bowl Champion merchandise was created for the four teams in the Conference Championship Round (Indianapolis, N.Y. Jets, New Orleans, and Minnesota)

What happens to the images for the losing teams that didn’t make it, you ask? Quite simply, those are destroyed.
 
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Overcoming Digital Asset Management Challenges

Friday, February 5, 2010 by Jake Athey
CMSWire recently posted an interesting poll about Digital Asset Management. For those commissioning DAM projects, “What is your biggest Digital Asset Management challenge?”

The answer options to the poll question include:
  • Taxonomy/Metadata development
  • Selecting a vendor or product
  • Building the business case or defining ROI
  • The usability of the system
  • User adoption of the system
A comment to the poll provides a good summary of the poll results after 2 days of data collection… “Usability of the system, User adoption of the system, and Taxonomy/Metadata development fall out as 1, 2 and 3…”

This poll couldn’t be more timely as two key areas for DAM development and enhancement in 2010 at Widen are Usability (UI) and Analytics.


What's Your Biggest Digital Asset Management Challenge?
 Poll Results After 2 Days. Participate in the poll or view the results.

 
Are the results surprising to you? DAM systems that are not easy to use because they have clunky user interfaces or poor taxonomy/metadata development inherently have poor user adoption. What’s a clunky UI you ask? Generally speaking, over-gridded, over-cluttered, over-segmented interfaces with in an overabundance of features most users won’t use tend to be clunky. Systems with good UI design make a big difference for advancing user adoption. Solid taxonomies/metadata structures allow assets to be found easily. If a user can easily find what he or she is looking for in DAM library, then they’ll come back again. Additionally, vendors who offer training and best practices in setting up the system, counting taxonomies and metadata structures, are among the most important factors in selecting a digital asset management system.


Let’s talk “Usability”

Usability for a web based DAM system means that a user who logs in three or four times per year should know exactly what to do to find and retrieve an asset based on experiences working with other common web applications. In Widen’s world of DAM, clients generally have a few different groups of users. There are the power users or Admins who usually represent the smallest group in number but use the full features of the DAM system – ingestion through distribution. There’s typically another tier of regular users that use the DAM library with some regularity, but for more common purposes of finding and retrieving digital assets. Then, there are the hundreds or thousands of users that only login a handful of times each year. It’s that long tail of “once in awhile” users that the system should cater to in terms of ease-of-use. Other bells and whistles for more advanced users should exist, but shouldn’t over-complicate the UI, nor be too overbearing for the general purposes of the system—ingest, collaborate, manage, find, retrieve and distribute assets.

To provide a Widen customer example of user adoption, Steelcase—the global office furniture leader—had over 9,000 logins within the first two months of going live with their DAM solution. Interestingly, Widen serves five of the top 15 office furniture manufacturers. This type of user adoption drives the demand for DAM throughout the supply chain. While CMS Watch, an analyst firm who talks to DAM customers, reported that Widen has a “clean, well-designed user interface that appeals to business users,” we still recognize the magnitude of usability and opportunities for improvements in UI design.


Diving Deeper into DAM Data with “Analytics”

An Analytics application speaks directly to the business case for DAM endorsers and senior leaders who look at how DAM supports top-line revenue growth or impacts the bottom line. Digital Asset Management ROI is measured in a number of ways with hard dollar and soft dollar savings. Common buckets for measuring DAM ROI include: how DAM improves processes, how DAM reduces costs, how DAM increases revenues, how DAM adds new profit centers, and how DAM protects the brand. The time to realizing a DAM ROI is predominantly driven by two things – user adoption and subsequently asset usage and asset repurposing. Leveraging tracking, reporting and analytics tools offers more intelligence and thus greater ability to measure and prove ROI. For that reason, Widen developed four key ratios that help customers watch and evaluate adoption and success:
  • Digital Asset Activity Ratio: A comparison between the quantity of assets that have been ordered and the amount of assets stored in the DAM system. This ratio provides insight into the relationship between download activity and all the assets stored in the digital asset library.
  • Repurposing Ratio: A comparison between the active digital assets and the quantity of assets ordered. This provides insight into the amount of content repurposing that is taking place over a period of time. Repurposing continues to be a key component of digital asset management value.
  • User Activity Ratio: A comparison between the total number of logins and the quantity of users that have logged in provides information about visitation frequency. This metric also provides insight into how frequently users visit to browse or check back on new branded materials.
  • Digital Asset Consumption Ratio: Comparing the quantity of files ordered to the users that logged into the system provides information on the amount of data being consumed by each user over a specific time period.
The ratios are further explained in the Business Management article “What Those DAM Statistics Can Tell You.”

So we’ve touched on the metrics for monitoring ROI once DAM is deployed, but how do we build the business case?


Finding It All While Saving A Bundle

If you’re unsure of the costs that come with unmanaged data, consider these factors, and then apply them to your own organization.
  • Companies spend an average of $8,200 per person per year on file management activities. These include searching, verification, organization, backup, and security.
  • Creative professionals spend an average of one out of every 10 hours of their time on file management. Their prime activity: searching.
  • The average creative person looks for a media file 83 times a week and fails to find it 35% of the time.
A digital asset management solution could help alleviate some of these costs. According to findings from GISTICS Research, a DAM solution can cut the amount of time spent on file management by more than 85%. And rather than failing to find a file 35% of the time, users will not find something only 5% of the time.

SOURCE: GISTICS


Visit the DigitalAssetManagement.com ROI calculator for more assistance in putting together a DAM ROI.


Our thanks to all customers who continue to provide feedback and ideas for making the Widen Media Collective more valuable and enjoyable. Widen customers can expect more specific communications to come in the next few months about the User Interface (UI) enhancements and new Analytics application.
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The Digital Marketing Shift – Part 2: Why SaaS Digital Asset Management is the Most Cost-Effective Deployment Option for Marketers

Friday, January 29, 2010 by Jake Athey
Digital Marketing and Digital Asset Management

Marketers shifting or integrating digital marketing strategies cannot ignore the importance of using DAM solutions to control and distribute approved digital media to authorized users. Digital media consumers demand the same amount of quality and consistency in the content they consume as they would offline media; they just might face more noise with the overabundance in clutter of messages. The brands that deliver quality content, including imagery and interactivity, are those that get noticed and drive brand awareness. Getting noticed in a digital marketing world holds tremendous value because of the opportunities for consumers to engage with marketers and other consumers in two-way communications. In the social web, satisfied consumers can serve as brand advocates whereas dissatisfied consumers can bring a brand down.  

Like Digital Marketing is more cost-effective than traditional marketing channels, Software as a Service (SaaS) DAM is the most cost-effective way to manage digital media assets. 

The explosion of digital content, including diverse content types such as rich media, forces organizations to invest in digital asset management tools to maximize the value of those assets by keeping them in a centralized location accessible for multiple purposes. That centralized location should be a SaaS DAM solution that enables the content to be most easily accessed by those that need it, when they need it. Those that need access to a digital asset library include multiple internal departments, partners, agencies, sales channels, and the media.

What are the Core Benefits of SaaS DAM Over Installed Solutions?
  • Speed to implementation inside 30-90 days versus 6-9 months
  • Low monthly subscription and minimal startup costs make it easier to budget
  • Flexibility, adaptability and scalability to grow and change with client needs
What’s the big deal about DAM SaaS?

A recent Forrester ECM (Enterprise Content Management) report by analyst Stephen Powers shows that more interest was seen in SaaS products (than on-premise or open source), with 43% of the respondents expressing interest in SaaS WCM and 39% in SaaS DAM. “Because content stored in these systems are often public-facing, organizations were less concerned with sharing the content outside the firewall,” reports Powers. That’s a new way of looking at it... (at least for a SaaS provider)!

The content stored in a rich media management system (images, videos, ads, brochures, etc.) was developed with the intention to be public facing at some point in time—oftentimes serving advertising and marketing communications purposes—so it should be easy to access (and control). SaaS DAM solutions make it easy to access digital assets anytime, anywhere while offering the security controls to protect rights and release/expiration dates.

Powers reports other reasons that installed content management solutions often fail or fail to meet expectations include poor content strategy and a lack of IT and business alignment. SaaS solutions make up for that because it is the responsibility of the SaaS provider to share best practices, contribute to content strategy and help manage change in order for the system to survive beyond the implementation phases. Remember, SaaS providers are required to meet the client’s needs every month and repeat it on an ongoing basis in order to earn the ongoing business. Moreover, SaaS solutions cut out much of the internal IT resources necessary to implement and maintain the solution because the IT resources, for the most part, are provided by the SaaS provider.


Download Whitepaper: Why DAM Should Be Your First Technology Investment for 2010
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Free Digital Asset Management System Access

Friday, January 8, 2010 by Jake Athey
New in 2010, Widen is offering free Digital Asset Management system access for up to 90 days to companies and organizations researching DAM or needing a hosted DAM solution.  Try it for a special project, campaign, product launch, trade show or event!  Request VIP Access to the Widen DAM demo system.

Widen has spent over 13 years developing and supporting web-based digital asset management solutions to marketers of all sizes – from Fortune 500 enterprises to small and medium-sized businesses, agencies and non-profits.  In that time, Widen has offered the opportunity for individuals and teams to experiment, test and trial live online digital asset management systems in live production environments, real-time marketing workflows, and sales channel relationships.

Widen is rolling out the red carpet by providing free digital asset management system access to Widen's live online digital asset library for up to 90 days.  You and your users get the same basic functionality as Widen DAM clients within Widen's Digital Asset Management demo site.

Free Digital Asset Management System access includes the following capabilities:
  • Setup your own personalized role and permissions 
  • Upload your own digital media – hi-res images, videos, audio, PDFs, Word, PowerPoint, InDesign, etc.
  • Add your own metadata – descriptions, tags and automatically captured file info
  • Download or send media with on-the-fly file conversions to print and web formats
  • Create additional users
  • Create custom system messages and user announcements

Widen DAM Demo Login

As a Software as a Service (SaaS) provider, Widen DAM solutions are 100% web-based and designed for creative and marketing workflows.  No software downloads or installs, no IT support required, and no specialized skills needed.  Widen SaaS solutions scale to meet the demand for unlimited simultaneous users and unlimited asset uploads and downloads.  Training and support is provided entirely by Widen.  Ownership of Widen DAM SaaS solutions can be afforded with a low monthly subscription.  Widen clients get their own branded web-based DAM solution and personalized URL, plus the ability to administrate their system with custom metadata structures and output types. Contact Us for more information about Widen DAM SaaS products and pricing.

For basic demo access to search and order stock assets, register for the Widen Guest Pass.

Notice:  Widen's Free Digital Asset Management System Access does not provide users with a fixed permanent solution, but is intended to provide those investigating DAM solutions with a no-cost, no-commitment resource for evaluating Digital Asset Management technology and support to answer questions along the way.
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