What is the singular idea behind digital asset management for marketing?
Michael Jay Moon | 26-May-2015
Essential question answered in the webinar series:
Content Eureka: Bringing Digital Assets into Strategic Business Systems.
My team first coined the term “digital asset management” in 1996. We wanted a term that conveyed the idea that certain types of digital files had tangible economic value.
Over the ensuing years, we develop return-on-investment and activity-based payback models that proved our premise: the reuse of properly designed digital files will save a lot of money and time.
Moreover, the systematic reuse can cut days or weeks from the launch of new products or campaigns. In turn, these cycle time reductions can pull a corresponding number of commercial, revenue-producing days from next year or quarter into the current one. Yes, that’s right: An immediate and measurable revenue increase. All from the systematic reuse of preexisting media components, templates, and other digital assets.
Fast forward to today. The folks at WoodWing Software asked me to prepare two white papers and a webinar series about using digital asset management.
They also asked me help non-technical marketing executives understand an often “geeky” or technical term: digital asset management. So, here it goes.