Communication and especially marketing tools have now increasingly taken the digital route. Strategies are worked out on metrics intended for the web, even content is being produced at an exclusively digital pace.
Definitely a communication planning and design is always the basis of a good advertising campaign, including digital.
We must have values to communicate!!! Our products and services must adhere to these.
On this topic, I recommend you discover one of our Case Histories of how a small opportunity turned into a great collaboration.
Tools and various media are constantly evolving:
Marketing, for example, through numerous technological improvements has managed to make some of its working features better, easier and, definitely, more effective by creating synergies between the various communication tools. (We recommend reading our articles devoted to communication tools: Catalog, Web Site, Social Network: each in the right place. and How to create synergy between various communication tools.)
One of these is the resource search system, i.e., it has been possible to create a system that makes resources readily available to users by providing a search index that supports retrieval of content and/or metadata.
A simple example would be that of the marketing department, which with the evolution of multiple media from digital to classic ones, needs to find photos, advertising pages, texts for editorials, videos, drawings as quickly as possible, but most importantly, the certainty that these are updated to the latest version. Just think about the creation of a catalog that in addition to the photographic part you need to fill in the part of ‘technical information including drawings, technical info. The marketing department will no longer have to request the material from the various relevant offices but would find everything within this intelligent container. It will be the responsibility of the offices to populate the system with their contents.
At this link you will find an article devoted to how photography can add value to online shopping.
This system is called DAM = digital asset management
DAM = involves the creation of a repository, the development of an infrastructure to store and manage digital resources, and a search functionality that allows end users to identify, locate, and retrieve a resource. In the simplest terms, a DAM is a set of database records.
Each database record contains metadata explaining the name of the file, its format, and information about its content and use. Digital asset management software can be used to create and manage the database and help the company store media content cost-effectively.
Some advantages of DAM software are::
- The ability to access digital media anytime, anywhere.
- Centrality and cost reduction
- Organizing and indexing the entire library of digital documents in a single point of use provides extensive search benefits.
- Optimizing the use of existing digital content reduces production costs
- Access and distribution
- Centralized catalog, archive and protect digital assets.
- Dynamic distribution of assets through infinite portals.
- Guaranteeing and controlling access to data ensures that only approved documents are distributed and that assets are used in accordance with brand guidelines.
- Internal staff, partners, customers, and suppliers can access their files independently: sales materials, graphics, images, presentations, videos, or other
- Eliminates repetitive tasks and avoids duplicate creation
- Improves collaboration and communication
A resource can exist in different formats, versions, and sequences.
The digital version of the original resource is generally captured at a resolution, color depth, and frame rate that are sufficient to ensure that the results are of acceptable quality for end use (there may also be lower quality thumbnail copies for use in visual indication).
Resources that require a particular technology to be used in a workflow must have the requirements for bandwidth, latency, and access control considered in the design of the tools that create or store them and in the architecture of the system that distributes and stores them .
When not working on resources can be stored in a DAM in a variety of formats, making it possible to implement a large-scale DAM as a collection of systems.
Operations on a collection of digital resources require the use of a computer application that implements digital resource management (DAM) to ensure that the owner, and possibly its delegates, can perform operations on the data files.
To transform a data object into a digital asset, it must first be placed in the digital domain as a computer file or digital object.
Anyone who needs to optimize digital asset workflows needs a digital asset management system.
- Marketers can grow their brands and increase brand consistency with a DAM system.
- Designers can use DAM to streamline their workflows with the ability to quickly search files and reuse resources.
- Sales teams can have up-to-date materials and resources anytime, anywhere.Agencies can use DAM to keep all their creative files organized, enabling faster turnaround times.
- Distributors can streamline their delivery process.
Basically it is a vault to store all the content an organization produces, down to the historical content that can now be digitized, to contemporary content, snippets of video, audio files, images, graphics, product information.
There are several categories of digital asset management:
- Brand asset management systems have content that is primarily marketing-related, such as logos.
- Library asset management systems focus on storing and retrieving media assets that change infrequently, such as photo storage.
- Production asset management systems manage resources as they are created for the production of digital media, such as video games.
There is also a cloud-based digital asset management system that allows users to access resources from any device, including mobile devices.
Technologies such as these would go a long way toward improving vendor relationships, making the synergy between marketing departments and communications agencies more efficient.
Marketing and advertising, photography, print and publishing, Government agencies, broadcast and media activities, education, museums or nonprofit organizations, in conclusion thanks to a DAM system it is possible to organize, store, access and distribute all “digital assets” and save you time.
Increasingly, communication agencies must be able to provide technologies needed to optimize tools so to devote themselves to communication strategies that must always be the basis of corporate marketing planning.
