No matter how many features and how big a capacity a DAM system has, the only really relevant question is: How good is it at making effective use of the assets?
Procuring a DAM system usually begins with drawing up a list of requirements. Sometimes this is laid out in the form of a number of use cases about what is expected in different situations. A “Request for information” is then sent out to a number of possible suppliers for an initial selection.
The obvious goal of a central DAM solution is that it should constitute a “single source of truth”. But that requirement is only a declaration of intent that can be solved with technical functionality. It says nothing about ease of use, complexity in the configuration of the technology, etc.
From my own experience with over 20 years as a consultant and supplier of DAM solutions, the majority of the requested information has focused on functions and technology that are mainly aimed at the work to be performed by those, often rather few, who shall manage and maintain the system, the DAM editors or librarians. This is work done in what most call ”our DAM”. I say that this is just one part of the DAM, the backend.
Pretty much all leading systems today have a good “backend” in the form of an interface for uploading and maintaining assets. The variations between different systems are mostly about details and some special functionality.
But a DAM’s most important function is to make the content available to anyone who shall see and consume the material.
A DAM project should therefore have the overall goal of finding the system that is easiest to use and most efficient in supporting the needs of mainly the end users.
The DAM editors must of course have a strong tool for their work, but regardless of which solution is chosen, they will learn their new tool. For the backend you naturally must ensure that all important basic requirements are met in order to manage assets throughout their entire life cycle.
But for the end users, the requirements are completely different. Most are infrequent users. They have different wishes at different times. They want to get hold of the right material from different units and in different contexts.
Therefore, it must be possible to make the navigation simple, obvious and inviting. A goal for the DAM project can e.g. be defined as the possibility to…
“Serving assets on a silver platter”
By that I mean that it should be super clear and obvious to find the relevant assets. And it should be possible to communicate and present how the assets can and should be used for best results. Also there shall be ways to present assets in different views, with logical filtered groupings, very visual and clear navigation, tailor made to suit each organization’s needs.
A similar requirement could be to find a system that enables a relevant selection of assets to never be further than two or three clicks away.
“Assets always within reach, 2-3 clicks away”
I’ve seen great examples made by clients where instead of having the user do searches and try to find the right stuff, the DAM editors have presented all materials belonging to e.g. a specific campaign, on one long page.
To communicate the campaign, a link is sent, one click and the end user has all needed information and ready to use assets on the screen.
And it should be just a few clicks away for the editors to achieve this, without needing to hard code anything.
DAM center portal
A very difficult question to handle is where to find what you need. All companies have lots of different system solutions. A new DAM system is another one to keep track of and could be lost in the wind.
Therefore, the DAM project should aim to establish a place for all the DAM assets of the business, that is easy to remember. The most important way to achieve this is by making the portal really useful and inspiring to navigate. But also, just by naming the portal smartly, could have a huge impact on remembering where to go.
All leading DAM systems have some form of end user portal aimed at regular users. For this you have to set high demands and test:
- What are the possibilities to create a solution exactly the way you want it?
- Is it easy to modify and maintain?
- Is it consultant-intensive?
- Can it facilitate communication around assets?
- Can it facilitate searching, sharing and downloading?
- Can you add on functionality afterwards?
DAM access from applications
If you are to fulfill “Assets always within reach, 2-3 clicks away”, you also need to give end users direct access from the applications they use.
Connect the DAM to Powerpoint, Word, Google Docs, etc. This is where the absolute largest number of users will get a better everyday life by having direct DAM access. Just by installing a connector.
For a smaller group, the Adobe connection is important. Make sure it supports Indesign image links. Explore the possibility of creating a creative process with agencies.
Other users who also benefit from simple DAM access are web creators who work with Figma and web editors should have direct DAM access from the CMS.
DAM access via API
For PIM systems and web shops, a connection to DAM is a big advantage. Investigate if it can be solved with connector or direct DAM linking via API.
Conclusion
By focusing on the delivery of assets to end users in the most comfortable way possible, you will ensure that a new DAM solution will not be just another system but an essential tool for, especially, all in marketing and sales. But it will reach further into other parts of the organization as well.
In almost all parts of an organization there are assets waiting for a better home.
So to get the most out of the huge investment and effort put into creating brand and marketing assets, they really should be… served on a silver platter.
Learn more at DAM NY
At Papirfly, we are dedicated to revolutionizing digital asset management with innovative solutions that streamline content creation and management. We’re thrilled to be participating in the DAM NY event, where we’ll dive into the latest trends and advancements in the DAM landscape.
Visit our booth to discover how Papirfly’s solutions can enhance your asset management and support your content creation needs. We look forward to engaging with you at the event and exploring the future of DAM together.
For more information about how Papirfly is driving the evolution of digital asset management, click here.
