Digital Asset Management, or DAM, is a process many businesses use in which multimedia assets like videos, photographs, music, animations, logos, and other forms of media are shared and stored. These files are shared between members of a business, such as those in the marketing department, or even the owner and the marketing department. DAMs create autonomy and allow employees to know exactly where to find something they are looking for. Marketing efforts of companies greatly benefit from DAMs as they help get everyone on the same page and make files accessible. This is specifically important for marketing because marketing teams frequently share files and graphics in their campaigns.

To understand the usefulness of DAMs, imagine owning a company in which multiple people handle the advertising. If the assets to be used in advertising are only in one place, like on one person’s computer, members of the marketing team will have to keep traveling to that one computer to share the files with themselves, or may even do the work from that computer. This is obviously never the case, that would be madness! Digital Asset Management systems ramp up the idea of cooperation and get teams functioning like a well-oiled machine.

It’s necessary! Trust us!

You may be thinking: “Do I really need DAM?” The answer is almost always a resounding “Yes!” In any business, collaboration and teamwork are extremely vital. You never want team members to have different ideas about a project or not have the tools they need to finish the project. In marketing, this is especially true. Making sure everyone working on a marketing campaign has access to the content they need is fundamental to making great advertisements and increasing customer interest.


If you are not sold on Digital Asset Management systems, you should at least use Google Drive or a system of that nature, such as Dropbox. While they are technically not DAM systems, they do perform the basic function of sharing files with other team members. Teams that can not share assets quickly and correctly waste hours of time just searching for files, a task that with DAM, or even just Google Drive, could happen in seconds.

However, DAMs, such as Intelligence Bank, Canto, or MediaValet, are much more collaborative and useful for sharing files. DAMs are much more searchable than Google Drive or Dropbox. With DAMs, you can search by file name, file type, when it was created, and many other options. Also, with metadata for each file, you can be sure that any keyword related to the file will bring it up, instead of typing the exact file name into the search bar. Another advantage DAMs hold is their visual layout. DAMs are much more visual than Google Drive, making it easier to see the content of an image or video.

Finally, and most importantly, DAMs make collaborating as a team as painless as it can be. Everyone working on a project can find assets right away. With a simple password, anyone on your team can view your media assets in one centralized place. You can hide certain assets from people, as well as add team members in later. Who views your multimedia assets is completely customizable and up to you.


How to get started with DAM

Starting DAM is relatively simple and easy. The exact process is different depending on the system you are using, but it is a six-step process.

1. Choose a platform

Take into consideration the size of your company and how much you want to pay per month.

2. Organize your brand assets

These can be photos, videos, music files, logos, etc. Putting each asset into its own category is critical to keeping your company’s asset organization tidy.

3. Isolate useless or outdated assets

By recognizing which assets are no longer needed, any time spent going through them or selecting files that are no longer useful is eliminated.

4. Create a data structure

This is where you import all of the assets you want to be included in your library. Any useless or outdated assets will not be included here and won’t be present in your DAM system.

5. Create metadata and naming rules

Metadata helps to find files even when a person does not know the exact name of the file. Naming rules help automate everything and make the DAM easy and consistent.

6. Establish roles and permissions

For this final step, you decide who you want to be able to view each asset or add assets to the library. You can customize this or change it at any time.

Wrap Up

At Pixel Press, we understand this is a lot of information to take in, especially if all this is new to you. Don’t worry about it-we can take care of it for you! If you don’t want to learn the ins-and-outs of DAM, or just don’t have the time to create marketing content, hiring us to do it is a great option. We can give you a free quote for any of your marketing needs. We know a thing or two about marketing of all kinds and are serious about finding the best solutions for our clients.