In the world of marketing and creative operations, the ability to efficiently manage and distribute digital assets is paramount. Findings from Cella’s 2023 Creative and Marketing In-House Industry Survey reveal a trend that is somewhat surprising, and a bit alarming: Despite the advancement of Digital Asset Management (DAM) systems, a majority of organizations are still relying on traditional file-sharing methods to distribute content both internally and externally.
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Our survey found that 62% of respondents are using email, while 55% use SharePoint, and another 55% use OneDrive for file sharing. Notably, these tools, while useful in that they provide cloud-based file storage, are not true DAM systems designed for the sophisticated needs of marketing and creative operations. Only 48% of respondents use a dedicated DAM system.
Why DAM Is a Better Solution for File Distribution
In the current era of personalization, the demand for diverse and abundant content is growing rapidly. Manual file management tactics simply cannot keep up with this intensity. DAM systems, equipped with robust automation tools, can support the necessary scale and complexity of today’s content needs.
By offering a centralized location for storing and organizing all digital assets, DAM systems act as the source of truth within an organization for finding and leveraging the most up-to-date and brand-approved content which is critical in managing the tsunami of content needs in-house teams are forced to respond to. This reduces the risk of asset duplication and ensures the correct, approved files are used across all platforms. Furthermore, advanced search capabilities, tagging, and metadata management in DAM systems make locating and distributing assets much more efficient.
Moreover, to efficiently operate in this high-demand environment, modern brands must have an integrated ecosystem of platforms to cover the needs of the content supply chain, including planning, production, delivery and analysis. A DAM system can seamlessly integrate into this ecosystem, serving as the vital hub for all digital assets.
Finally, in the “run” phase, organizations can harness the power of AI and advanced analytics to further enhance their DAM capabilities.
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