6 trends influencing digital asset management

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Digital asset management (DAM) is an umbrella term that generally encompasses all business processes involved in the organization, storage and utilization of digital assets, otherwise known as visual content. [2] The market for DAM products and the information scientists who effectively use them, is growing. Industry leaders now understand that, by leveraging modern DAM tools and practices, all types of organizations can improve the impact of their digital content through increased control over the branding process. With mastery of the following components of digital asset management, information scientists can: better connect their digital assets to customers, reduce the chance of errors when managing their digital files, and enhance the overall consistency of their marketing efforts. [1]

Increases in automation of the brand recognition process

Many organizations must use a variety of media to gain recognition for their particular brand. This branding process is gradually becoming more reliant on the internet and DAM tools, as the internet has become the most reliable channel for distributing information to a wide range of consumers. Brand automation software is an example of a DAM tool that can be highly effective in this process. It incorporates the core principles of digital asset management into the process of automating and streamlining brand management activities.

With brand automation software, information scientists can ensure that the exchange of information between their employer and the audience is carried out with a level of focused precision, while not compromising the integrity of the creative process. [10] To achieve this, branding automation tools generally offer end-to-end branding capabilities. These capabilities may enable information assets to be connected through a central hub, which eases the process of creating, sorting and using digital files. Branding automation may also offer tools for data recording that simplify the analysis of viewer data and the development of useful insights.

The video media revolution

Generally, professionals and consumers do not have time to review lengthy text-based blog posts about the latest news and developments. Therefore, they need content that can be consumed quickly and viewed on their mobile device if needed, while still providing information in a memorable and digestible way. Videos are an obvious means of achieving this, as they can quickly convey a detailed message in many ways; through visual cues, sounds, music and text. Forbes has estimated that 92 percent of people who watch mobile videos share them. HubSpot also found that 80 percent of customers remembered a video they watched in the previous month.

This means media companies, marketing agencies, and other organizations can now strongly benefit from using video media. But video files are typically larger than text or audio files, therefore, these organizations will need a significant amount of storage space to house their media as well as a DAM system that will allow them to quickly navigate their volumes of digital video media.[7]

Geographic tagging brings diversity to digital file management

Location-specific tagging (geotagging) can be used to label digital assets based on the location featured within that media. This provides information scientists with a new option for organizing their assets. By using digital asset management software, users can gain greater control over their digital collections. With geotagging, location names, GPS coordinates and other location data can be used to target specific audiences without the need for specialized tools.

Digital file types are used to accomplish different goals

Different digital file types can be used to package and display content in different ways, enabling messages to be conveyed precisely how the user wants. By optimizing their file type selection, information scientists can accomplish different goals. For instance, GIF files are compact and can be used to display brief animations without the large file size of other digital video formats. PNG files can be used to produce higher quality picture-based images with worrying about file size.

Metadata has become a commodity

One of the key reasons to use digital asset management tools is to optimize time. To this effect, organizations are working to ensure that their digital assets are embedded with extensive metadata. Why metadata? Because it is essential to streamlining the process of cataloguing digital assets. A current trend influencing digital asset management involves tools that can predict associations between digital assets. This allows digital asset management software to automatically suggest options for metadata that could be applied to an asset. With this functionality, information scientists have more precision over the level of metadata detail they can maintain in their digital files, allowing more opportunities for effortless searching and cataloguing of digital asset libraries. [8]

Effectively managing the acquisition, organization, and distribution of digital assets is extremely important in today’s digital-driven marketplace. Information scientists or individuals with an interest in digital asset management should consider completing a Master of Library and Information Science. The advanced education will better equip them to make their mark in a rapidly evolving field — on that combines the far-reaching potential of digital technologies, information, marketing and ecommerce.

Learn More

Information means more than knowledge, it means solutions. When technology, people and information intersect, society and industry benefit. You can harness the power of information with our online Master of Information degree at Rutgers University.

Recommended Readings:

How Data Is Stored And What We Do With It
The Future of Big Data: Data Wrangling
4 Impacts of Data Analytics on the Success of a Company


1. http://damdirectory.libguides.com/dameducation
2. http://digitalassetmanagement.com/dam-basics/
3. http://digitalassetmanagementnews.org/opinion/how-different-will-dam-be-in-2030-part-1/
4. http://dammaturitymodel.org/wp-content/uploads/2012/07/v2.png
5. http://www.damlearningcenter.com/what-is-digital-asset-management-and-how-do-i-choose-the-right-solution/
6. https://anotherdamblog.com/2012/07/19/dam-skills-today/
7. https://www.forbes.com/sites/forbesagencycouncil/2017/02/03/video-marketing-the-future-of-content-marketing/#396578e16b53
8. http://digitalassetmanagementnews.org/digital-asset-management-value-chains/digital-asset-management-value-chains-metadata/
9. https://www.forbes.com/sites/danielnewman/2016/02/23/how-marketing-technology-enables-brands-to-be-more-human/#3cbe2f944178