There are a number of different vertical markets adopting digital asset management software nowadays as organizations big and small are trying to manage a wealth of digital content. In this always-on, always-connected age where everyone is a publisher, the production and distribution of content to feed various devices and social channels is as mad as the Oklahoma land run of 1889.
The same need to manage and distribute content for marketers in manufacturing companies with widespread sales networks is much the same for destination marketing organizations (DMOs). These include departments of tourism, airlines, hospitality companies, tourist attractions, historic sites and theme parks.
I had a conversation with a customer at a state tourism office a few weeks ago about their experiences with managing digital assets. We talked about some remarkable points worth noting here.
We talk a lot about the fact that one of DAM software’s benefits is an increase in the return on marketing investments that comes from encouraging greater repurposing. However, this customer explained that the primary benefit of their DAM system is the “protection of investments.”
By protecting investments, DAM provides a secure, central location for all visual assets, which DMOs are spending hundreds of thousands of dollars to acquire or create. DAM allows all vendors and partners, including agencies and key media contacts, access to one intuitive digital media library with permission to see only what they should see through segmented user access controls.
Nearly all marketing organizations are operating with very lean staffs and PR groups. DAM empowers internal teams to focus on core tasks and not fulfilling media requests. “DAM facilitates non-duplicating efforts,” said our contact with this particular government tourism agency. DAM software provides on-demand file transformation services so you can get the file you need in the format needed for your job in just two clicks.
Further into the conversation, we talked about how DAM keeps the DMO "legally safe" by keeping and tracking talent releases and usage rights with the secure content. DAM tools help keep an audit trail of all usage.
Another great point is that DAM enables longevity and continuity of marketing operations because it allows DMOs to move from one agency to another without worrying where their assets are. That makes a lot of sense -- especially to organizations that depend on their agency partners to get the word out, yet they want the agility to be able to move from one agency to another without losing any existing work.
DAM improves media relations and fosters greater publicity. By providing a professional, intuitive, self-serve resource to travel writers and editors with access to top-quality images with usage rights in tact, writers and editors are like "kids in a candy store." The convenience and quality offered by a web-based DAM system encourages repeat usage, increasing coverage, more publicity and greater exposure for the destinations.
The last part of the conversation got really interesting as we talked about how DAM provides the DMO added marketing horsepower downstream. The core benefits of DAM provide more marketing power for all constituents (while also protecting the investments in accordance with usage rights).
It empowers creative types to access and put to immediate use powerful imagery at a moment's notice; versus having to sit back and wait. Everyone knows creatives hate to wait!
And for IT, a DAM-enabled marketing organization provides them the assurance that $300,000 worth of images are not sitting in a box in the back room that nobody knows about. Instead, those invaluable images lives in a secure, search-able, accessible system that can generate $900 million in revenue.
Can you relate? Share your story with other marketers looking for ways to best manage the explosion of content. Leave a comment or contact us.
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