Running anything larger than the very smallest business is an inherently complex task. Collaboration and understanding between colleagues is fundamental – but it isn’t always very easy to cultivate an atmosphere where collaboration is constant, and understanding is inherent. One factor that often puts a spanner in the works is ignorance.
Not ignorance through intention per say, but ignorance through structure. Modern businesses rely upon individual creators, marketers, and strategists to work individually whilst chasing common goals. If each person is unaware of the work of the others, then the wheels can really start to fall off.
For this reason, innovators have looked to create technological solutions that help to curb workplace data factionalism and ignorance. Digital asset management programs are just one of the solutions that have seen success in recent years. So what are digital assets?
Digital assets can be anything from photographs to pages of copy. Any digital file in any format that has the potential to be made use of by your business is one of your digital assets. Because modern businesses use so many different kinds of digital assets, storage and access to these files can become complex and inefficient.
Digital asset management programs help keep all of your assets in one accessible space. This post helps explain the concept of digital asset management in a little more detail. Here are some specific reasons that you should consider grouping all of your digital assets using a digital asset management tool.
So You Can Make Use Of All Available Assets
A huge percentage of usable material goes to waste in modern fractured digital environments. Files get lost in the system, are obscured by newer files, or just don’t get stored in a visible place. All this means that a business with fractured asset storage systems is not working to its full potential. Digital asset management tools solve this problem by grouping all assets in one place in an easily navigable way. According to Brandfolder, around 78 percent of assets go unused in a typical business. Don’t let this happen to you!
An unused digital asset sitting in an inaccessible information silo is simply a waste of space. It recalls the final scene of ‘Raiders Of The Lost Ark’, in which the ultimately powerful relic is stored in perfect impotency in some vast warehouse – never to be seen again. It does nothing to advance your brand, promote a product or speak to your chosen audiences. In order to really make a business efficient, every effort must be made not to take dead ends that lead to wasteful unused work.
So You Can Avoid Duplication
Duplication is a huge problem when it comes to traditional digital asset storage. Duplicate data is worse than useless: it takes up space that could otherwise be used for new assets, skews data analysis, and also causes all sorts of issues during audits. Duplicate assets are often created when one employee or department is working on and storing assets without the knowledge of other departments. Using multiple asset management zones makes it near enough impossible to avoid making duplicates. A good digital asset management system makes ass digital assets visible to all departments, meaning that they are far likely to create wasteful and potentially expensive duplicate files.
Effectively detecting duplicate assets is a difficult task, and doing it efficiently is one of the defining features of a good digital asset management system. In some cases, near-duplicates may be detected by a system even though both are essential. If, for instance, there are two pictures of a product from two very slightly different angles, a duplicate detection system may still flag and delete one. Both photos would be individually useful in marketing campaigns despite their similarities, so the detection and deletion would be in error. In order to counter this kind of mistake, good digital asset management systems allow users to set parameters that dictate what is and is not considered a duplicate.
Duplication is one of a number of issues that are contributing to a growing crisis of accumulation in business. Although cloud storage can alleviate some of the most expensive issues caused by duplication, it is not a permeant or infinite solution. Making sure that duplicates are detected and destroyed correctly is a far more efficient solution than simply buying more storage.
So You Can Maintain Brand Consistency
Consistency is an absolutely essential feature of any branding. It can determine whether a company exudes its chosen aims, aesthetics, and ideals. The most recognizable brands in the world have an incredible degree of tangible consistency. Walk into any Starbucks Coffee shop in the world, and you’ll know exactly where you are, even if the furnishings and features of the building are different from what you are used to. A lack of consistency can leave potential customers confused and unable to identify the unique qualities that you and your colleagues have worked so hard to nurture.
The sheer quantity and diversity of the digital assets that modern companies need to collate and create mean that brand consistency can be very hard to achieve. This is especially true if your organization as a whole does not have access to all of the assets it handles or if some creatives are not given access to the assets of their peers. Ignorance breeds inconsistency and ignorance can be a structural issue when it comes to digital asset availability.
A good digital asset management system makes consistency far more simple. Every asset branch is available for audit using one hub. This means that consistency (or lack of it) is very easy to gauge. A huge amount of laborious cross-platform auditing time is saved when everything is easily accessible. As well as saving time during the auditing phase, a good digital asset management system can help to ensure that brand inconsistencies don’t happen in the first place. Designers, artists, and content writers can use a digital asset management system to check up on previous works’ aesthetic makeup to inform their creation of new assets.
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