DAM failure. A slightly less destructive, but much more common phenomenon within the enterprise than Dam Failure.
Digital Asset Management is tricky to get right. I’ve seen some really successful DAMs as well as some serious failures. The failures have a special value to them, because they teach you how not to do things.
If anyone ever offered to pay me money to kill their DAM’s ROI, here’s how I’d go about it:
- Make sure that it’s well siloed.
The power of Digital Asset Management comes from its omnichannel capabilities. Your ability to share digital assets between your website, your mobile apps, your social media, your print collateral, your videos and any other channels you might have will be your DAM’s defining success factor. Yet still, so many Fortune 1000 companies leave DAM in the hands of a single team who lacks visibility across the firm’s digital channels.
- Make sure that there’s no integration between the DAM, e-commerce, PIM, CMS and PLM.
There is a lot of overlap between digital asset management, e-commerce, product information management, content management and product lifecycle management products. The “easiest” way forward often seems to be to keep them all separate and manually synchronize the overlapping data. There’s no better way to synchronize content than people sending email attachments, right?
- Make sure that it’s used just like Dropbox.
DAM is not your shared drive or a replacement for Sharepoint. Using a DAM as shared storage is a waste of money and a recipe for disaster. Your Digital Asset Management system is not a place to put your Excel or ZIP files. It’s a platform that should allow you to establish a single source of truth for your imagery, videos and other digital assets, without the need to duplicate your data in other systems.
I’m not saying that your DAM implementation can’t be successful if you limit its reach, don’t integrate it, or use it as a share drive. What I’m saying is that in all of those cases your ROI will be limited, and your Total Cost of Ownership will be higher.
To learn more about Hero Digital’s DAM practice, start here.