As enterprises of all kinds strive to deliver more relevant and engaging customer experiences, the use of rich media content is growing rapidly. Marketers have recognized that rich content such as videos and images is now vital for capturing customer attention and creating deep customer engagement. The growing reliance on rich content has elevated the need for robust digital asset management technology. As a result, DAM is becoming a foundational component of the marketing technology ecosystem at most enterprises.
The implementation of a DAM solution requires a substantial commitment of time, energy, and money, whether an enterprise is acquiring a true DAM solution for the first time, or is upgrading from an existing solution that no longer meets its needs. At best, the implementation will temporarily disrupt normal business operations, and it is likely to require enterprises to replace some well-established and familiar business processes with new and unfamiliar ones.
A recent report by Forrester Research – You’re A Content Publisher Now, So Get Your DAM House In Order – argues that too many enterprises fail at their DAM implementation for four reasons:
- They fail to commit adequate funding to their DAM system.
- They fail to adequately define their DAM requirements, and as a result, choose the wrong solution for their business use cases.
- They overinvest in never-ending implementations.
- The fail to gain sufficient user adoption.
The Forrester report goes on to identify six best practices that will help enterprises ensure that they reap the maximum benefits from a new DAM solution:
- Build a comprehensive and well-reasoned business case for the new DAM solution so that enterprise leaders will be persuaded to allocate sufficient funding for the project
- Carefully define business needs and related DAM functional requirements, and choose the vendor/solution that best fits those business needs
- Develop an agile implementation plan that involves both business and technology stakeholders, allows for a phased implementation, and identifies critical integrations
- Establish a taxonomy and metadata strategy that will maximize the value of DAM search capabilities and, where possible, minimizes the burdens associated with asset tagging
- Create and implement a well-conceived change management program to drive user adoption of the DAM solution
- Create and implement an effective governance system for digital content assets
Over the next few weeks, I’ll be discussing these best practices in greater detail. So watch for more about this vital topic.