Asset management software categories1/8/2024 The DAM market is a crowded space with a lot of advertising and creative agencies spinning up their internal storage solutions into a saleable platform. Who are the major players in the digital asset management space? The need to download before use limits the effectiveness of the central storage solution. Similar to brand management software, most digital asset managers operate as cloud storage and the assets downloaded before use or placement. A good DAM hinges on the taxonomy (folder structure and naming conventions), without this you are required to manually look for the right assets instead of using the search functionality. This feature minimises the risk of using the wrong images. Good digital asset management software allows only the appropriate assets to be seen and used by the user. Media asset management is a subset of digital asset management with more functionality around media files like video - it often has in-app simple editing functionality to create snippets or branded top 'n' tail content. Folder structure, tagging, auto-tagging and metadata ensure you use the correct assets. The taxonomy and metadata of digital asset management is a priority - with thousands, tens of thousands or hundreds of thousands of images and AV files, being able to find the right assets is imperative. What is the framework in digital asset management software? It focuses less on branding assets and brand guidelines and more on image, audio and video storage and sorting capability. Digital Asset Management What is a digital asset management platform?ĭigital Asset Management (DAM) is very similar to a brand management platform but often has inbuilt editing capabilities for tweaking files. A number of these organisations also have feature sets in other marketing technology categories. The major players in the brand management space are IntelligenceBank, Bynder, Widen Collective, Percolate and Frontify. There are hundreds of brand management platforms available, from both small, niche providers and global companies. Who are the major players in the brand management space? This functionality, of course, means that there is no guarantee the correct assets are used because we all know what local drives end up looking like - 30 versions of the logo in 4 different outputs with non-standard naming conventions and nobody knows which is the right one for this job. The assets stored there are available for download, but to be appropriately used in building brand and marketing collateral, they need to be saved down and placed within an InDesign document, for example. The lack of integration, or real-time use, limits its usefulness, however. Sharing your assets easily and quickly with your partners and having brand guidelines easily disseminated is less risky and fraught than the supply of zip files of assets. Benefits and opportunitiesīrand management software usually sits as a bit of a silo, not integrating with other systems, and as a single source of truth for brand assets can be invaluable. Brand assets - logo, colour, typographyįolders and individual files can be downloaded and shared when required, and the system is the single source of truth for brand assets. The framework for brand management platforms is usually: The assets are available for sharing and downloading - logos, colours, patterns, images, UI components, icons and illustrations. What is the framework in brand management software?īrand management platforms are traditionally static repositories of brand assets and brand guidelines. The in-house marketing team usually manages brand management software, updating assets and guidelines and shared with partners - agency partners, design and digital partners and freelancers to allow them to use and access brand assets. From this database employees and partners can manage, access, store and share these assets to ensure the correct brand assets are applied. Brand Management What is a brand management platform?īrand management software allows brand managers and marketing teams to centrally store, in a single database, brand assets and files. Let's take a look at these categories, what separates them and what similarities exist. It seems like there are as many categories of brand management software as there are brands.īrand management, digital asset management, content management and branding automation management are key platforms used in traditional marketing technology stacks for enterprise-level organisations, and there is much cross-over between their features and functionality.
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