INTERVIEW: Essential Features of DAM

DAM Coalition: Tell us about your history in digital asset management. How did you get involved with DAM?

John Price: My background is in TV production during the pre-digital days. Back when analog video was still going on I worked on the technical side of production in news environments so I was directing, editing, producing and doing just about whatever needed to get done.

It gave me great insight as to how the media process works. Then I moved into working with broadcast vendors in creating software to help them better manage all of the stuff they were doing. I helped them automate some of the processes that were involved in delivering their broadcast content. That evolved eventually into where I’m at with digital asset management and trying to help people manage those same processes.

Now though, instead of going out to a single broadcast channel, I’m working with people as they work to get their message out across numerous channels and in multiple formats which need to be able to be viewed on many different devices. It’s a much more dynamic system, and in a lot of ways a much more complex one as well.

How did that automation impact digital asset management?

In a huge way, because it allowed us to control so many more processes than we were ever able to do in the past, and that gave people the freedom to focus on more important things. As you reduce manual, repetitive tasks and increase productivity, creativity jumps.

DAM has allowed more to get done in various ways for a greater amount of people. In the broadcast world, most of the issues were caused by human error. Somebody hit the wrong button…somebody played the wrong commercial at the wrong time…somebody didn’t give the cue, etc.

Those human errors can add up and they can be very costly. The whole prospect with automation was that it could reduce the amount of human intervention, which meant you could reduce the errors. The machine won’t be making those mistakes. Of course, it gets that much more complex, because you have to configure the system, you have to create those rules and manage the exceptions, but automation continues to be a major part of almost any DAM system. The ability to take those manual and repetitive tasks off the table so your staff has more time to be more productive is an incredibly powerful concept.

When you’re having a conversation about what a DAM system can do for someone’s organization, do you find yourself having to temper expectations or is it more about trying to figure out what they want to accomplish?

Conversations typically go in two directions. My preferred direction is starting out with a high level strategic path where the customer or company thinks in terms of what they’re going to do with their digital media. Most companies understand that the amount of media they’re generating is growing exponentially every year. What they don’t see is that they need to manage all of that information.

Many people don’t think strategically about how they want to get from where they are today to where they want to be in the future. They aren’t sure how they’re going to go down that path. Let’s say right now that as an organization, you have all of your assets on shared drives or on people’s computers so you can’t really find anything.

So you take a step back and identify that in five years, as an organization, you want to be able to access any of the rich media you own to deliver better product to your customer. If that’s where you want to go, you have quite a path to get there. But that’s where it can get exciting, because then we can start to explore lots of different methods and ways to make that a reality. There’s no one specific way to accomplish that goal, so we can look at what’s going to be the best way for your organization in terms of the way you work now. We can maximize what you have working in order to map the path for where you need to go.

If you start thinking strategically, you’ll open up new opportunities. Your whole infrastructure can be energized by something like this, because it gives more people the ability to access information they want and need. That’s the one conversation we usually have. The other conversation takes that strategic thinking into account, but it’s focused on what exactly DAM is.

When we have that conversation, it crystalises into a couple core things that DAM needs to do for them. If it does those things well, it solves a lot of issues for the customer on a small and large scale. For me, the whole purpose of digital asset management is to maintain control and access to your digital assets. If I’m an organization and I’m putting lots of effort and cost into creating intellectual property, whether it’s a logo or message or anything else, I want to be able to control that asset and be able to provide proper access to it.

For some of those assets, I want the entire world to be able to access them so they can download and share all of that and use them however they want. Other assets I want to maintain very tight control over that only certain people can see or use them. It all boils down to control and access. So much of it is about managing users, because I’m going to have internal users, external users, partners, agencies and all sorts of different people who are going to be contributing, consuming and modifying content.

If I can create a system that allows them to easily access what they need while providing specific limitations around that access, then I’ve created a system that works for everyone. This helps the organization become more productive and also helps it grow the system. Say you’re a small marketing department and you just want to control your branding assets.

Once you have that control and have everyone on the same page you can start looking at how you can expand that beyond marketing. Then you can pull in the product department and they can create consistent packaging. You can pull in the finance department so they can use the latest version of the logo. You can pull in whoever needs those assets. It really boils down to the control and access features that you can find in the typical DAM system.

“DAM” is just one of the many acronyms that people use, sometimes interchangeably with others (PAM, MAM, ECM, EIM, CEM, etc.). Do you think we should still be saying “DAM” when we want to talk about the management and decisions surrounding the ingestion, cataloguing, storage,
retrieval and distribution of digital assets? Or is it a moot point?

DAM is a convenient and useful acronym; it has critical mass that conceptually people have some idea of what it is. As you mentioned, we have all kinds of different combinations of letters but you have to have something that you can hang all of these ideas on, and it’s kind of become accepted that “DAM” is that hanger.

Whether they’re documents in an ECM system or media that needs to go to a WCM, you’re managing something that’s both digital and an asset, so the term “DAM” seems to be totally appropriate. Really though, you can look at a DAM system in whatever way you want to express the concept.

And that expression will be in whatever way you want to fulfill the purpose of the DAM system. It might be in a small department, it might be WCM, it might be ECM, it might be multiple DAM systems across your entire organization. And there are lots of people who work in all of those ways and more. But it still comes down to having these digital assets and managing them in a way that works for individuals and for the organization.

What sorts of people have become (to borrow a term from the DAM Guru Program) the “DAM guru” within an organization?

A lot of it springs out of a desire from an individual in an organization who figures that there must be a better way to do something. They get tired of spending four hours a day or 25 hours week just trying to find a single image they need to use for a particular campaign, and that’s without even knowing if they have the rights to it.

People often want to and need to organize the chaos that’s around them. As they start to organize they look for tools that will help them do that, and they find out that a DAM system can make their lives easier in many different ways. That’s the exciting thing, because you’re starting to see more and more organizations realize that these sorts of people are really providing a valuable service to the company as a whole.

A lot of these organizations have tens of thousands or hundreds of thousands of assets, and so many of the people in that organization have no idea where anything is or even what they have available. We are starting to see more job titles and positions being created that are focused on DAM, but titles don’t do the work. People do. And people will do what is needed so the work can be expanded.

John Price

John is a product marketing manager primarily focused on Customer Experience Solutions and Digital Asset Management. In today's consumer and customer oriented culture, organizations and brands with relevant, strategic and on-message communications and marketing content win the day. Clearing the path for your customer's journey leads to greater success and rewards.

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