On 27-28 June, WoodWing attended the DAM Europe conference in London. Leading brands and experts discussed their experiences in advising on, selecting, and implementing DAM solutions, for a variety of use cases, including:
- Simple photo library
- Brand management
- Campaign asset management
- Multi-channel distribution
- Catalog and magazine production
- Short-form media management
- Broadcast media management
In this post, we will focus on one particular topic of the conversation - some of the more common mistakes made by businesses choosing a digital asset management solution. But we will start out with what to think about in the research phase.
Steps to follow when choosing a DAM solution
Before anything else happens, it is important to map out your use cases for your current situation and the foreseeable future, understand implementation processes, specs, and key principles to set up a DAM system. Based on the speakers’ advice from the event, as you do this it is advisable to keep the following points in mind:
There is no such thing as the “best DAM solution”. Every situation is unique and there is a spectrum of solutions to fit different use cases.
Increased functionality can come with greater complexity This is a tradeoff you should assess carefully.
The solution you purchase is important to your project’s success. However, what sometimes gets lost is that metadata governance and staffing are just as important.
With that in mind, here are some key mistakes companies make when selecting a DAM solution.
1. Buying the Millenium Falcon when you need a Mini Cooper
It is human nature to compare things. And something that can work against you when comparing DAM solutions is to focus on the shiniest tool available, especially if it is compared with a less beautiful or functional option. In an effort to sell the more expensive option, savvy salespeople may also use the “decoy effect”. This is a cognitive bias in which option A (which may be well suited to your needs) is compared unfavorably with option B, a pimped up, but more complex or expensive solution. Be aware of your bias - and stay focused on your use cases. Or as noted by DAM consultant Theresa Regli: