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Digital Asset Management:
Optimal workflow with minimal effort
The amount of digital data is growing extensively. For a lot of companies, this means a great potential of additional and new data usage. But in order to be able to use this data from all data sources and formats effectively, it must be managed systematically. It must be possible to find content quickly and accurately and deliver it to a wide range of channels according to their requirements.
Efficient and professional data management is a clear competitive advantage for organizations. A central database with standardized interfaces addresses this problem and creates the foundation for optimal product communication. The suitable systems for this purpose are, depending on the data category, product information management systems (PIM) and digital asset management systems (DAM). Both systems are used to centrally manage digital content and make it easily accessible to all process participants.
DAM: Ensuring that digital assets do not remain a needle in a haystack
All companies that create marketing content and manage brands in all aspects need to visualize their products for customers, bringing them “to life” with images, videos, or 3D visualizations, to name a few.
Digital Asset Management (DAM) systems have emerged to store, manage and provide access to all marketing-relevant information in the form of text, graphics, images and audiovisual information in a practical way.
In general, a centrally deployed DAM system is designed for the media-neutral storage, presentation and delivery of any form of media content. Whereas a PIM system handles product information, a DAM system processes digital assets. DAM enables the central, structured storage, organization and preparation of digital content such as videos, images, documents, audio files, 3D models and technical drawings. The controlled accessibility for employees within a company, contractual partners, external process participants and B2B customers who want to find and use the files in the DAM quickly, ensures an easy and secure solution for fast and efficient workflows.
Modern DAM systems are equipped with features such as open API interface, automatic metadata reading, automatic backups, duplicate cleanup, video and image editing functions, drag-and-drop import, media grouping, advanced filtering functions, quick search function, watermarking, shopping cart functions, direct website integration, external access, and role based access control.
For comparison:
A PIM system serves as a central data platform and communication interface within the organization.
The central function of a PIM system is to keep up-to-date and high-quality product information available. All product-related data, i.e., data that digitally describes the characteristics of a product and the environment required for its creation. This data includes availability, procurement and competitive prices, customer profiles, key sales figures and more. It is stored centrally in a PIM system in a media-neutral manner.
Product descriptions and specifications can therefore be created and maintained in a very short time, and accurate, up-to-date data can be published consistently across all channels.
Metadata: The intelligence behind the information
An essential element in realizing the full potential of a DAM system is sound metadata management. Metadata is structured data that provides context to other data and allows information to be utilized. Based on the metadata, files described can be found quickly and easily in the system. This effortless retrieval of metadata means an immense saving of time and resources.
PIM and DAM: Creating synergies
Digital assets need accurate and always up-to-date product information. “Through product information management (PIM), users can leverage digital asset management (DAM) to win the ‘digital shelf’ for themselves. DAM users, on the other hand, can accelerate the shift to omnichannel with PIM” (PIM & DAM Are the Power Couple for Your Content Strategy, Forrester 2020).
The use of both systems is a necessity, especially for manufacturing and retail companies, in order to be successful.
All in One: Product Content Management
Combining PIM and DAM software is ideal for this reason. One system for all application cases to consider is mediacockpit. The software has its own integrated DAM component. The PIM can be supplemented by the corresponding complementary functions, an interface to another DAM system is not necessary. This allows product information to be combined optimally with media content quickly and reliably. A unified view for the entire company enables optimal workflows, consistent communication across all touchpoints, perfect digital marketing and thus the perfect customer experience.
A competitive edge is not a matter of chance, but the result of intelligent product communication processes. Gain yours by signing up for a free demo today!
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