The document discusses the growing need for digital asset management (DAM) solutions due to the rise of omnichannel marketing and increasing amounts of digital content. DAM systems can optimize content workflows, centralize assets, speed up distribution, and bring consistency across channels. Selecting the right DAM requires considering technical requirements, implementation approach, and roadmap for future needs. DAM solutions promise benefits like accelerated work, optimized processes, cost savings, and facilitated access to assets from anywhere.

1. Public
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More Content, Less Work
with DAM

3. Today’sSpeakers
Cathy McKnight
VP Consulting
Digital Clarity Group
Brian Kavanaugh
Marketing Strategist
Bynder

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Story:abrokenfinger,abroken
process

5. Landscape
Over 1/4 of the world has the internet in its
pocket in the form of a smartphone (Statista, 2016)
People touched their phones 2,617 times /day
last year (Dscout via Network World, 2016)
More internet traffic forecasted in 2017 than in
1984-2012 (Cisco, 2013)

6. Landscape
“Digital Marketing” is redundant (Salesforce, 2016)
Omnichannel marketing is next
“Age of the Consumer” (Forrester)
Rise of the “CDMO”

7. DAM as part of the customer experience ecosystem
64

8. DAM Overview
Optimizethecontentlifecycle
Create Find Use

9. Not everything saying it is a DAM, is.

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So,what’swithallthiscontent?

11. Omnichannel Marketing
64% of marketers cite lack of resources and investments as their top
barrier to omnichannel marketing (The CMO Club, 2015)
16% of marketers feel that their organizations are delivering customer
experiences that truly fulfill brand promises (CMO Council, 2016)
88% of customers expect consistent interactions across channels
(HuffPo, 2016)
Omnichannel marketing = marketing in 2017

12. Omnichannel: Be Everywhere!
More content demanded from teams
Each new channel or medium has new
specs & new intricacies
More people + same process = not scalable
Not about today’s trends, about scaling
for tomorrow

13. More Content: The Marketer’s Toolbelt
in DAM
Cropping
Channel-ready versions
Dynamic collections
Send to print
Result: more content with streamlined work
Result: accomplish more and adhere to
brand guidelines

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Specific Use Case:
Global Structure, Local Feel

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CMS
DAM solution
Website
Creative Suite
Analytics
CRM Social Channels

16. The DAM Differences
Speed
Collaborat
ion
Execution
Consisten
cy
Centraliz
e
Categoriz
e
Manipula
te
Distribute

17. DAM 101: Where to start and what to look for
Where to start
Stakeholders
Requirements: must have, nice to
haves
Delivery: on-prem vs. cloud
Partners
What to look for
Technical implications: security,
architecture, integrations, etc.
How it will be implemented/set-up:
internal team, vendor,
implementation partner
Roadmap: Does it meet today’s needs,
and tomorrow’s

18. Streamliningcontentoperations
What to expect
Editorial Content Creation
Version History
Translations
Content Approval
Assembling Assets
Multi-Channel Publishing
Communicate and collaborate with colleagues
and agencies
Streamline and automate media creation
projects

19. The business impact of the right DAM
A DAM acts as a single source of truth bringing together people, processes, and data.
DAM:
Accelerates marketers
Optimizes designers
Empowers sales
Involves IT
Creates efficiencies for agencies
Makes things easier for distributors

20. Making DAM work for you and your team
Buy-in
Clearly defined roles and
responsibilities
KPIs and benchmarking
Setting a path
Community
Process
Technology
Organization
Objectives
Content

21. Getting the DAM conversation going
Engage the enterprise, not just marketing, and talk about:
Time savings
Facilitated access to assets; from anywhere, any time
Improved communication and better project management
Security benefits
Cost savings

22. The new DAM ideal
Well integrated
User friendly
Efficiency creating
AnalyzableCustomizable

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References:
http://www.huffingtonpost.com/vala-afshar/research-state-of-the-con_b_12613954.html
http://thecmoclub.com/wp-content/uploads/2015/10/Omnichannel-Guide_Final.pdf
https://newsroom.cisco.com/press-release-content?articleId=1197391
http://www.salesforce.com/company/news-press/press-releases/2016/03/160330-2.jsp
http://blogs.forrester.com/category/age_of_the_customer
http://www.networkworld.com/article/3092446/smartphones/we-touch-our-phones-2617-times-a-day-says-study.html
https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/

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Questions?
Cathy McKnight
cmcknight@digitalclaritygroup.com
Digital Clarity Group
Brian Kavanaugh
brian.kavanaugh@bynder.com
Bynder

25. Keep the conversation going!
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Management
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