- This article is a translation of QEEE's "デジタルアセットマネジメントとは？おすすめツールと共に解説！" and is not original content.
Many companies are struggling with managing digital assets such as images, animations, and brochures that take up a large amount of storage space. This management involves not only the use period and copyright management of the content, but also the company's own brand management and support for marketing activities. In order to help everyone manage effectively, this article explains Digital Asset Management (DAM). At the end of the article, several recommended products are also introduced for reference and trial.
1. What is Digital Asset Management (DAM)#
1. Method of unified management of digital assets within a company#
Digital Asset Management is a method of unified management of digital data such as text, images, animations, photos, and materials within a company on a platform, abbreviated as DAM. The characteristic of DAM is to centralize the digital data that was previously scattered in various places to one place for management, and people who need it can view the latest data or edit it. These data are no longer sent by email or saved on CDs, thereby improving content generation and business efficiency.
2. The necessity of introducing DAM#
1) Unified management of digital assets required for sales activities
Only by centrally managing digital assets can diversified marketing content and diversified sales channels be realized. In recent years, web advertising, email advertising, SNS advertising, and digital advertising have already replaced traditional print media advertising and have penetrated into sales channels. As a result, the number of digital assets such as documents, images, and animations has increased rapidly. Not to mention the circulation and processing of digital materials used for advertising materials, even the requirements for changes in size and style have made digital asset management increasingly complex.
2) Improving the productivity of content creation
Improve the productivity of content creation and quickly carry out business. With the popularity of the Internet and SNS, user information is also increasing, and marketing content needs to be developed and sold faster. In today's era, if planning and promotional activities cannot be quickly launched, it is impossible to surpass competitors, so productivity is highly valued. However, due to the decrease in the working population and the complexity of the required technology, there has always been a shortage of talent. If a digital asset management system can be introduced, it can free employees who are important combat power of the company from tedious management tasks. If this can be achieved, important and innovative work can be entrusted to employees, thereby improving the productivity of the work environment.
3) Compliance and brand protection
Digital asset management also contributes to the compliance and protection of the company's brand. Due to the prevalence of outsourcing, various business operations will be outsourced to external suppliers. At this time, attention should be paid to data leakage. If an external supplier accidentally or negligently causes data leakage during operation, the company itself will touch legal regulations, and the brand image of the company will also be affected. If there is digital asset management to manage the external transmission of data, it can prevent the illegal use and theft of digital data, achieve compliance and protect the brand, and gain customer trust.
2. How to introduce digital asset management#
1. Core functions of digital asset management#
To achieve the management of digital assets, it is necessary to introduce a system such as a digital asset management platform. Such systems generally use convenient cloud technology for online use, making management convenient. Refer to the following for some core functions of digital asset management:
1) Search
You can search for materials and production data for digital marketing, including searching by name or keywords, searching by metadata using predefined tags, and searching by various combination conditions. Through the search function, other personnel can also quickly find data.
2) Download and upload
Digital asset management is the intersection of data upload and download. All data is stored in the cloud, and relevant employees or designers can easily download it to their local computers. Completed data can be directly uploaded through web, promotional channels, SNS, and other media.
3) Metadata
Description, symbols, sources, owners, and other data can be saved using metadata functionality. This is not only for convenient searching, but also to manage the types and characteristics of data by clarifying the sources and owners of the data.
4) Editing
Processing such as data transformation, size changes, and image extraction can be done within the digital asset management system. Previously, dedicated tools were used for editing, but now it can be done through the digital asset management system, thereby reducing costs and improving efficiency. The history of changes will also be retained, making editing more efficient.
2. Considerations for choosing a digital asset management system#
1) User-friendly interface for all personnel
There are certain requirements for the user interface to be accessible to all personnel. The digital asset management system is a system that is related to various external suppliers, designers, advertising companies, printing companies, and other related companies. There are also personnel who are completely unfamiliar with the system, so it is necessary to avoid operational and interface simplicity.
- Workflow and functionality
It is important to confirm whether the system's workflow meets the lifecycle of digital assets and meets the functional needs of on-site personnel. In particular, it is very important whether the system's workflow matches the lifecycle of digital asset management. If it does not match, it will cause inconvenience to the post-import work. However, establishing a lifecycle that matches the operation flow of the digital asset management system can also be considered as a solution.
3. Seven recommended digital asset management systems in the Japanese market#
1. CIERTO#
This is a system that digitizes content, visualizes business processes, and enables real-time information sharing. The system's features include the ability to edit content within the system, flexible approval processes, and automated fixed tasks. It can be linked with the external software WebCMS's HeartCore to send completed content data conveniently. It is more suitable for companies that want to quickly create and send content.
2. OpenText Media Management#
It achieves data governance and improves business efficiency by centrally managing digital data, and can deliver content without affecting brand image. The system's features include strong scalability based on the perspective of international companies, fine-grained security settings, and fast transmission of large-capacity files. It is more suitable for large companies that attach importance to information security.
3. Adobe Experience Manager Assets#
This is a system provided by Adobe, the famous vendor of PDF tools and Photoshop. The system's features include quick integration with Adobe's creative tools, AI-based rapid data search, and division of digital permissions for co-editors. It is more suitable for companies that use Adobe creative tools.
4. Acquia DAM#
This is a system that can be linked with the open-source CMS [Drupal8]. The system's features include easy integration with makeup tools, rich workflow, and automation of tasks. It is more suitable for companies using [Drupal8].
5. Nuxeo Content Platform#
This is a system that integrates innovation, social media, and personnel records. The system's features include easy integration with various business departments, detailed workflow settings, and quick changes to content management methods. It is more suitable for use by multiple business departments together.
6. Sitecore Content Hub#
This is a system for managing digital assets, media, and content within a company. The system's features include automatic tagging using machine learning, effective integration with Sitecore CMS and Sitecore e-commerce solutions. It is more suitable for companies specializing in creating marketing content and aiming for success in content marketing.
7. Alienbrain#
This is a system for artistic or specially designed content production, which can effectively integrate with 2D or 3D platforms to accelerate production cycles and improve quality. The system's features include version management of design content, effective integration with branch versions, and high data security when sharing data with partner companies. It is more suitable for companies that have high requirements for both speed and quality in content production.
4. Conclusion#
Digital asset management is a platform for centralized management of digital assets, providing support for marketing activities and brand enhancement. It helps improve on-site productivity, protect corporate compliance and brand image, and effectively carry out content production. It is especially suitable for marketing or corporate communication departments within companies. Choosing a digital asset management tool that suits your company will contribute to the success of your company's promotion and marketing efforts.