Appreciating the ROI of DAM · Both “hard” and “soft” ROI are important to observe, and...

Appreciating the ROI of DAMA Marketer’s Guide to Understanding the Benefits of Using a Digital Asset Management System.

Content

Introduction

Hard and Soft ROI

Common Struggles

Issues that Impact DAM ROI

Measuring the Benefits of DAM

Conclusion

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31

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Version Control

Find Files

Approval Process

Branding

Expiration Dates

Commenting and Notifications

Tracking and Viewing Records

Secure Access

High-end Security

Reformatting

Managing Different File Types

Reduced Dependence on IT

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03Intro

IntroT he way digital asset management (DAM) has

changed over the past few years has given companies good incentive to take a closer look at the way they organize files and content. New and more efficient systems can streamline older processes, but the benefits of implementing a new process or uprooting an older practice might be difficult to convey to the executives who make the company’s buying decisions.

A compelling argument is to describe the long-term negative impact that disorganized file management has on a company’s ROI. To understand ROI in relation to DAM, it’s necessary to consider the common issues related to how companies inefficiently manage their assets.

Explain how DAM figures into Hard and Soft ROI

! Demonstrate the issues that negatively impact ROI

Illustrate how Flight, a cloud-based DAM solution, can rectify those issues

This eBook will show you how to:

04

DAMHard ROI

Soft ROIIndirect Cost

Direct Cost Soft ValueHard Value

Hard and Soft ROIA lot of planning has to go into reaching that

coveted increase in ROI. When measuring and anticipating ROI, the metrics are generally separated into “hard” and “soft” values.

“Hard” ROI - Quantitative, has clear and measurable values. Usually related to costs.

“Soft” ROI – Qualitative, is more theoretical. Used for justifying intangible benefits in business value and process management.

Both “hard” and “soft” ROI are important to observe, and when measuring ROI in terms of DAM, the justifications should fall under both categories. The obvious hard metrics will have to do with the wasted time that employees spend in a disorganized system, and how that translates to unnecessary costs in overhead.

But the soft metrics can’t be ignored. Marketers should consider how disorganized file management stifles the output of their brand and how that affects the company’s development and reputation. It could affect the workflows of adjacent teams, the productivity of their employees, and overall satisfaction in the workplace.

The qualitative “soft” values are what eventually become those “hard” values, and will provide the dollar amount that’s needed to advocate for the potential savings with DAM.

Hard and Soft ROI

Common Struggles 05

Finding a digital asset in a disorganized system

Long approval cycles on creative content

Version control issues

Limitations in file storage systems like Box, Dropbox, or Google Drive

Constantly needing to reformat content for consumption on different channels

V1V2

Common Struggles

M any organizations come to accept a certain amount of disorganization that they determine

as a “necessary evil.” What they might fail to recognize is that there are cost-saving solutions created to deal with their struggles. Companies that benefit from using a cloud-based DAM solution often deal with:

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Issues that Impact DAM ROI 07

Version Control

It’s a common mistake to save a new version as a duplicate, which can cause confusion if others don’t become aware of it. A new version might also overwrite an older version, which can be problematic if there’s an eventual need to revert back to the older version.

A file or asset that’s in development or undergoes a series of updates can be difficult to track.


Version Control

DAM offers version control for every uploaded file, preventing potential costly mistakes.

Solutions

Every version of a file can be revisited, edited, and updated to be the most current version for users to edit and download.

Duplicates are immediately recognized when they’re uploaded and the user is notified with an alert to prevent multiple copies of the same file.

Control Each Version1 Instantly Update Duplicate Alerts2 3


It can take far too much time to locate a single file that was mistakenly placed or given an incorrect naming convention (rendering a normal search useless). Communicating over missing assets could require others to assist in finding it, which takes up their time and spreads out the frustration.

Find FilesMissing files are often the most common result of disorganized file systems.


Find Files

Beyond providing a more organized arrangement of files, a DAM system’s advanced search options grants users numerous methods for locating a file and to save them from wasting time.

Solutions

Users can filter files by type, keywords, tags, statuses, and even the upload date.

A Global Search feature can recognize and search by text in file descriptions and comments, plus it can continually narrow results on top of previous searches.

Multiple Search Options Filters Advanced Searches1 2 3


Assets shouldn’t be shared or published until a manager deems them ready. If there’s no way to tell if an asset is approved or not, it could be shared too early or with the wrong group. Not only is that embarrassing for the company, but it could also negatively impact their branding or reputation.

Approval ProcessSome marketing assets need specific permissions during their development or distribution.


Approval Process

Having an approval process in place that follows user role guidelines can mitigate unwanted file sharing or publishing.

Solutions

A DAM administrator can determine if a file is approved for consumers, pending to prevent distribution, or restricted to limit its viewing and sharing.

Carefully managing how assets are approved will protect assets that are copyright sensitive, no longer relevant, or just need an extra coat of polish.

Approval Hierarchy DAM Administrator Protect Assets

Approval

Director

DesignerDesigner Lead

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If some materials are inconsistent with the brand identity or guidelines, it will give off the wrong impression or, at worst, offend the consumer. Marketers need to sell an idea along with their product or service. If their materials aren’t evoking that idea, the brand can risk being diminished.

BrandingMarketing assets are the makeup of a company’s brand; they always need to be on point.


Branding

Collaboration features in a DAM system, such as comment sections and designated keywords, can help develop and promote consistency with branded assets.

Solutions

Customizable branding options allow administrators to determine the look and feel of their interface.

Marketers can easily customize client portals to match the particular branding of their clients.

Collaboration Features Custom Interfaces Branded Portals

Brand Collateral Marketer

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15 Issues that Impact DAM ROI

If there’s a reason why assets shouldn’t be shared or published after a certain date, then the potential consequences can be drastic for ROI. Companies might face costly violations if the asset was part of a detailed licensing agreement.

Expiration DatesSome assets have specified lifespans due to licensing agreements or shorter campaigns.


Expiration Dates

Expiration dates can be designated in DAM for every approved file, making sensitive files unavailable when they need to be.

Solutions

Users can determine that a file can no longer be viewed, shared, or downloaded.

Shared links through email and collection links can also have expiration dates set to them.

Specified Expiration Dates Determine Limitations Expiring Links

View Share Download

DAM

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17 Issues that Impact DAM ROI

Email and messaging programs are still the standard for communication in the workplace, but communicating the details of an asset’s development can be tedious without a separate space to highlight the specifics for development or distribution. This is especially true when dealing with a large number of unique files.

Commenting and NotificationsDialogue is necessary when developing assets.


Commenting and Notifications

Every file in a DAM system has a designated comment section, which can streamline how users collaborate with each other.

Solutions

Users can talk to specific individuals or groups when they have new requests or updated details to share.

Users and groups that are mentioned in comments will automatically receive an email notification and a notification in the system itself.

Comment Sections Notify Users or Groups Multiple Notifications

DAM

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An administrative view of a file management system won’t be useful if the files themselves are disorganized.

Without proper tracking and viewing records, missing files can’t be easily tracked. A report in a messy system won’t provide an accurate insight into how assets are being developed, which is detrimental for a manager looking to oversee their marketing materials.




A DAM system gives its administrators access to comprehensive reports to detail how files are downloaded and accessed.

Solutions

With every file stored in a central location, the reports provide accurate insight into how files are being used in projects and campaigns.

Reports can also track how files are shared across different media platforms and which files are the most popular with ‘Likes’ and ‘Favorites’ features.

Reports Central Storage Track Popular Files

Report

Access

Download

Central Storage

Report

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Collaborating on digital assets requires safe sharing with remote teams, vendors, agencies, and sales.


It can be nerve-wracking to have outside groups access your company’s sensitive materials. If the sharing process can’t be configured to provide them with unique access, then there can be a serious and potentially costly safety risk.

Secure Access


Secure Access

A cloud-based DAM provides secure and configurable access for outside groups, primarily through the use of customizable client portals.

Solutions

These portals feature unique access settings that differ from the main tenant, meaning outside groups get their own security measures.

Shared assets can be synced to portals with specific privileges already determined for other teams and vendors. These assets still originate from the main tenant, establishing a single ‘true’ file for groups to collaborate on.

Cloud DAM Unique Access Safe Synchronizing

Cloud DAM

Clients Portals

Outside Group

A Portals A Security Access

B Portals

C Portals

B Security Access

C Security Access

A Portals B Portals

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Users must feel comfortable uploading their assets into any system.

Digital assets hold a high amount of value to any company - they have to be stored and shared in a secured system that can promise stability. Without that confidence in place, a company could take scrupulous measures that may prove to be overly time consuming.

High-end Security


High-end Security

Many DAM systems utilize Amazon Web Services, one of the safest and most high-end cloud systems available.

Solutions

Digital assets are safeguarded by an SSL Encryption which allows for security with 99.8% uptime.

Everything stored in DAM is securely backed up many times over for added security.

Amazon Web Services SSL Encryption Secure Back Up

DAM

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Files won’t always be formatted for specific channels.

Reformatting files is an extra step that can be especially tedious in an inefficient workflow. This is certainly true when dealing with images that need to be web-ready, and for audio and video files that require downloading additional codecs.

Reformatting


Reformatting

DAM systems can feature available download options that can reformat a file to be web-ready.

Solutions

For images, DAM provides the option to download the file in JPEG or PNG, and with different image sizes.

Videos can be downloaded right into an MP4 format.

Web-ready Downloads Simple Image Options Video Formatting1 2 3


Organizing a wide variety of files can be complex when they’re different file types.

Managers need to decide how to arrange their files by specific projects or purposes, but issues might occur when the files need to be relocated or reformatted. Sifting through project folders for specific file types can be a drawn-out ordeal.




A built-in organization of folders can be from where project folders are built from, providing a “foundation” to rely on should files become disorganized.

Solutions

An uploaded file can automatically be sorted into a “Smart Album” that’s organized by file types: images, videos, audio, documents, presentations, and all others.

Perform an easy search to find a file by type, so that project folders can be easily tied back to the file’s original location.

Built-in Organization Smart Albums Easy Search

Images Album Videos Album Audio Album

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Some file management systems can be difficult to implement and they may require a dedicated IT staff for maintenance.

On-premise servers for file management can take months to implement. They also run the risk of crashing and disrupting an entire company’s workflow. An in-house IT team must prioritize routine maintenance to guarantee a functional server, which can pull them from their other obligations.




A cloud-based DAM system is the perfect choice for file management without having to depend on in-house IT.

Solutions

Some DAM systems work “out-of-the-box”, meaning that there’s no extra wait time for implementation and users can start using them immediately.

Cloud-based DAM systems have no on-premise servers to maintain.

Cloud DAM No Extra Wait Time No Maintenance

Cloud DAM

IT

System activities User activities

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Measuring the Benefits of DAM 31

Revisit your current processes for file management and visualize how a DAM solution could impact those processes. Consider the soft ROI metrics and how those can translate into hard ROI metrics.

Account for how new features can be utilized to streamline the current processes and how they might affect employees and their workflows.

Contrast your current processes with a workflow that takes advantage of the features offered in DAM and measure the potential resulting savings.

Measuring the Benefits of DAM

Conclusion 32

Conclusion

F or marketers who need more management over their file storage, Flight’s DAM solution

is an excellent choice for overhauling inefficient processes that impact profitability. As the demand for high-quality content continues to grow, marketers need to evolve their file management methods to remain efficient with their company’s resources. A flexible DAM solution will help ensure a consistent organization of content and a higher level of productivity.

Appreciating the ROI of DAM · Both “hard” and “soft” ROI are important to observe, and...

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