Digital Asset Management<\/a>, or DAM system<\/a>, is nothing new. Originally developed in the 1990s, DAM was a response to the rapid growth of digital image volume and the increasing difficulty users had finding individual images.<\/p>\n<\/div> For example, a name that the original file creator typed in might have made perfect sense to them but might be obscure to others who needed to use it. Worse still, many versions or updates to a single image might increase the likelihood of finding and using the wrong one. By saving time and reducing the potential for error, DAM systems<\/a> promised order and efficiency for companies with growing libraries of images, illustrations, and even videos.<\/p>\n<\/div> The first DAM solution, Cumulus, was introduced in 1992 by Canto Software. Despite the name, it was not a cloud-based or network solution but an application for individual Macintosh computers. In addition to tracking a file\u2019s metadata, it also generated and stored a visual thumbnail of the image for easier visual identification. Since then, Canto and many other developers have expanded the scope and capabilities of digital asset management, vastly improving database capabilities and migrating their systems from purely local installations to the cloud.<\/p>\n<\/div> Without a reliable DAM system, graphic artists<\/a> can spend up to thirty percent of their time looking for the right image. This means that for everyone involved in marketing, from merchandise planners and production managers to graphic designers, DAM is not a \u201cnice to have.\u201d On the contrary, it is essential to every retailer\u2019s bottom line<\/a>. Here are five good reasons why every marketing team needs DAM.<\/p>\n<\/div><\/div><\/div><\/div><\/div> In the age of social media, we\u2019ve all learned how easy it is to share images and videos, often with URLs, attachments, and file transfer services like DropBox. But that convenience comes at a cost. A simple exchange between two people gets incredibly complicated for larger teams and departments<\/a>. Without DAM, as assets multiply, those with campaign deadlines have a more challenging time finding that needle in an ever-growing haystack.<\/p>\n<\/div><\/div><\/div><\/div><\/div> Very often, an image may go through multiple revision cycles by several different photographers and graphic designers. As a result, every product shot could have dozens of different versions circulating throughout the marketing department<\/a>. Without a robust DAM system to keep versions organized\u2014and ensure the most current one ends up in the final catalog or web ad\u2014the chances of costly production errors increases exponentially.<\/p>\n<\/div><\/div><\/div><\/div><\/div> Retailers in today\u2019s highly competitive market must ensure that their multichannel campaigns<\/a> resonate with their current and prospective customers. To do so requires visual consistency not only with the retailer\u2019s brand but also with that of recognizable consumer products. An off-brand look can make a shopper look elsewhere, costing millions in lost sales. Similarly, licensed images, for example, often require a rigorous approval process that includes license verification for period, purpose, and medium of use. Similarly, licensed images, for example, often require a rigorous approval process that includes license verification for the period, purpose, and medium of use. Without an effective DAM system<\/a> to monitor consistency and licenses, a graphic designer can inadvertently use an unapproved image, jeopardize relationships with the manufacturer, or face legal consequences.<\/p>\n<\/div><\/div><\/div> Estudio de caso LAGO<\/p>\n<\/div> Descubre c\u00f3mo Lowe’s automatiz\u00f3 la producci\u00f3n de sus anuncios circulares para agilizar el marketing digital y en las tiendas.<\/p>\n<\/div><\/div><\/div>\n
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