The document summarizes key findings from a survey on digital asset management. It found that maintaining brand identity and consistency is important but challenging. Respondents said ignoring brand guidelines negatively impacted campaigns the most. Email was the most common way for both internal and external sharing of marketing content. Analytics and reporting of campaign success were among the biggest challenges. The document recommends using a digital asset management system to help with organization, collaboration, reporting and reuse of assets across campaigns.

1. The State of Digital
Asset Management
September 14, 2016

2. Digital Asset Management is widely
known as a process for organizing
(through the development of a strong
taxonomy), storing and retrieving assets.

3. Who Participated in
the Survey?
• Survey Conducted
from January 2016
through July 2016
• 54% identifying as a
marketing professionals

4. “Ninety-two percent of
respondents said that
brand identity was
important or very
important.”

5. “A brand’s identity is a promise to
customers and they work very hard to
deliver that promise.”

6. Who’s Doing the Marketing?

7. What Negatively Impacts Your
Marketing Campaigns?
Ignoring Brand Guidelines
was found to be the biggest cause of a
negative impact on marketing campaigns.
This was closely followed by:
• Repeated Requests for Same Content
• Poor Communication
• Resending Content
• Long Work Hours

8. “Brand consistency is an extremely
important part of a marketer’s job and
is often times not adhered to both
internally and externally.”

9. How are Companies Sharing
Content Internally?
While DropBox, Shared Drives and Servers
were used often...
...Email was, by far, the most common
tool for content collaboration

10. How are Companies Sharing
Content Externally?
Similarly, Email was used the most for
sharing assets with agency partners.
DropBox, Web-Based Sharing and FTP were
fairly common

11. Working with
Agency Partnerships
These partnerships
Primarily include
Collaborating on:
• Digital Production
• Creative
• Marketing Strategy
53% 18%
29%
use a reporting tool for
auditing the success rate
of Agency partners
are manual
calculating with excel
and google docs
don’t have a good
way of auditing
campaigns

12. In 2016 and 2017, Marketing Campaigns
Will Focus on Web and Social the Most

13. Biggest Challenges of Working
with Marketing Assets
1. Analytics and Reporting
2. Handling Multiple Formats
3. Tracking Assets
4. Reusing Assets
5. Version Control

14. “Anyone who’s responsible for the
bottom line budget would want a system
that can produce reports and evidence
to back their campaigns.”

15. Time Spent Each Day
 None
 Some
 Half
 Most

16. Priorities on a Scale of 1-5 (5 Being Highest)

17. Common Themes &
Key Takeaways
• You’re not alone! Others
are dealing with the
same challenges.
• Maintaining brand consistency
and identity is a big issue.
• Where we are spending our
time doesn’t match up to
our priorities.

18. How a DAM can help.
• Free resources do not provide your
company with the search ability or
security of a DAM system
• DAM systems provide the analytics
and reporting you need
• Having a solution to manage all of
your multichannel marketing
content is critical

19. Connect on LinkedIn:
www.linkedin.com/in/whitneyharmel
Follow Her on Twitter:
@WhitneyHarmel
Email:
whitney@brandobility.com
Call:
410-698-3289
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