One of the ongoing misconceptions about DAM software is that it can be viewed it as a project that ends when it’s implemented and incorporated into company practice. It's easy to see why so many people hold this view, but to continue referring to your DAM system as a mere “project” could prevent you from reaping the benefits your company deserves.
At the Createasphere Digital Asset Management seminars in Chicago last July, Dan McGraw of Seven Dials Media (a DAM consultancy) coined the phrase "DAM is NOT a destination, but a journey."
DAM is about platforms, practices and people and begins by understanding DAM as a business strategy. With that in mind, DAM is a living, breathing product of the organization.
Digital asset managements systems are so much more than a project in need of implementation for the following reasons:
- Product, not project: “Projects” have definite end points. With DAM systems, you shouldn't think along the lines of, “one day, the project will be finished and we can all go home”. While the building that houses your office was certainly a construction project that ended upon completion, the same should never be said of software used to manage a corporate image library. Of course, the system needs to be implemented, but it goes way beyond that. Brand asset management software is better understood as a product that enables a company to manage digital assets rather than some sort of company project.
- Ongoing use: A DAM system is meant to be used on an everyday basis. It becomes an inherent component of your marketing operations and other departments’ workflows. You could say that DAM systems are multi-purpose tools that greatly facilitate the management and use of digital assets to increase efficiency, productivity, and ROI. Does that sound like something to start ignoring after implementation? DAM systems should be regularly tested, updated and optimized to ensure they are evolving with your dynamic business needs and priorities.
- Implementation should work: If implementing the DAM system becomes a huge, time-consuming project all on its own and fails to actually be up-an-running within a matter of months, then you might be using the wrong software and you might consider software-as-a-service (SaaS). The installation of a DAM system will involve a number of steps, but these should be easy enough to carry out with the help of your internal teams and your vendor. User adoption and training should also be uncomplicated. Besides, when people experience the time-saving benefits and efficiency of the DAM system, they’ll want to learn to use it well.
To learn more about the benefits of DAM systems and why they are far more than projects in need of implementation, check out the white papers available in the Widen Resource Center.