Jul. 28, 2025
Many organizations today, large and small, have a digital asset problem. Companies are amassing huge libraries of images, videos, audio recordings, documents, and other files — while relying on shared folders and to move them around the organization. As asset libraries explode, digital asset management (DAM) is crucial for keeping things accessible and up to date, so teams can spend more time getting work done and less time hunting for files.
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Some folks still equate DAM with basic digital storage solutions, like Dropbox or Google Drive. While those are great for simple sharing needs, they’re essentially just file cabinets in the cloud.
DAM technology is purpose-built to optimize the way you store, maintain, and distribute digital assets. A DAM platform not only streamlines day-to-day content work; it also systematizes the processes and guidelines that govern content quality and use.
Today’s DAMs have sophisticated functionality that offers a host of benefits, including:
Is it time for your business to invest in a DAM? Let’s see if you recognize the pain points below:
There are some things you can’t afford not to invest in if they significantly impact your team’s creativity and productivity and your business’s bottom line. Here are some of the most common signs it’s time to invest in a DAM:
As your digital asset library grows, it’s harder to keep sifting through it all to find things — especially if you’re deciphering other people’s folder systems. If you don’t know the exact name of an asset or the folder it’s in, you’re often looking for a needle in a haystack.
Using a DAM, you can tag assets with identifying attributes (titles, keywords, etc.) and then quickly search the entire database for the ones that meet your criteria. DAMs also offer AI- and machine-learning–based tagging, which automatically adds tags based on the content of an image or document. Voila! A searchable database with less manual labor.
Many of our clients, including universities, healthcare systems, libraries, and nonprofits, have large collections of policy documents. These files often live on public websites, intranets, and elsewhere, with the intent that staff can pull them up as needed.
Problem is, if there’s a policy change, you need to be sure that anywhere a document is accessed, it’s the most current version. And you can’t just delete old files on a website, because any previous links to them will go up in smoke.
DAMs are excellent at managing document updates and variations, making it easy to find and replace old versions. They can also perform in-place file swaps without breaking the connections to the pieces of content that refer to a particular file.
With multiple team members or departments relying on the same pool of digital assets for a variety of use cases, some poor souls will spend hours every day answering requests, managing edits, and transferring files. The more assets and channels you’re dealing with, the more unwieldy this gets.
DAMs facilitate collaboration by providing a single, centralized platform where team members can assign tasks, track changes, and configure permissions and approval processes. As a result, content creators know they’re using the most up-to-date, fully approved assets.
If your website is the source of assets for your entire organization, it can be a roadblock for other departments that need to use those assets in other places. They need to know how to find assets, download copies, and obtain sizes or formats that differ from the web-based versions… and there may or may not be a web team to assist.
What’s more, some web hosting providers offer limited storage space. If you have a large and growing digital library, you’ll hit those limits in no time.
A DAM provides a high-capacity, centralized location where staff can easily access current, approved digital assets in various sizes and formats.
How many times have you had different teams purchase assets like stock photography and audio tracks, when they could have shared the files instead? Or, maybe your storage folders are overrun with duplicates. Instead of relying on teams to communicate whenever they create or use an asset, you could simplify things with a DAM.
Storing and tagging all your assets, in various sizes and formats, in a DAM enables your teams to:
You can implement a DAM whether you have an existing website or you’re building a new one. DAM technology easily complements platform builds or redesigns, helping to make websites and intranets even more powerful. Organizing all of your assets in a DAM before launching a web project also makes it easier to migrate them to your new platform and helps ensure that nothing gets lost.
Plus, we’ve seen companies cling to old websites when too many departments are still using assets that are hosted on the site. Moving your assets out of your website and into a DAM frees you up to move on.
If you’re curious about your options for a DAM platform, there are a number of solutions on the market. Our partner Acquia offers an excellent DAM platform with an impressive range of functions for organizing, accessing, publishing, and repurposing assets, automating manual processes, and monitoring content metrics.
Other candidates to consider include Adobe Experience Manager Assets, Bynder, PicturePark, Canto, Cloudinary, Brandfolder, and MediaValet.
Your digital assets are crucial to your marketing efforts.
Tech companies naturally want to leverage their media towards marketing initiatives. To do so, they need to to maintain tight control over how and where their images, videos and podcasts, are used. Scattered and fragmented asset storage leads to lost files and expensive revisions. You will likely spend countless hours looking for things that should be a click away.
Digital asset management platforms give companies a way to store and organize their content and content-related data in a consistent, uniform way. When your company deploys a DAM, it gains access to a library of its digital assets. This library will be organized in a cloud-powered, indexable database. This makes it easy for employees and partners to find the assets they need.
These assets may include:
These solutions help businesses take control of the content they create. According to the Content Marketing Institute, between 60%-70% of all created content goes unused. This is often due to the kinds of communication miscues that digital asset management platforms solve.
Growing companies have to deal with ever-increasing infrastructural challenges to remain competitive. Without establishing an organized, automated solution for asset management, a sudden peak in conversions or sales is simply unsustainable. This becomes a bottleneck that prevents growth.
Deploying a digital asset management solution is the first step towards creating a sustainable platform for marketing growth. This is especially true in a marketing landscape dominated by video content and analytics, and in a ecosystem that values constant content creation.
Here are five reasons why deploying a DAM system will empower your company’s video marketing and analytic strategy:
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Without a DAM in place, it’s nearly impossible to keep track of marketing materials and video content. The lack of a single, centralized repository for your organization’s content is a huge problem. It becomes a constant, expensive drain on valuable employee-hours, dragging down productivity.
Managers who have to work with a large number of partners, distributors, sales reps, and retailers quickly outpace their ability to autonomously organize content. Forgetting where a certain file is stored is not an end-of-the-world scenario. You can always set aside time to search for it.
However, it does drag down productivity. This will affect business profitability and consumer confidence over time.
Being able to automatically organize and update digital content is incredibly important when it comes to video analytics and content. A good DAM allows users to intuitively upload and share video content with employees, users, and customers while automatically replacing outdated content. DAMs ensure your team is always operating based on the newest information contained in your video content strategy.
fraud and phishing attacks remain one of the biggest cybersecurity threats out there. Companies that do not centralize their content storage and communication processes are leaving themselves exposed to deliberate attacks.
In an -only environment, an opportunistic attacker can easily gain entrance to an unauthorized inbox and start searching for sensitive data. This could include customer data – leading to an expensive and reputation-damaging data breach announcement. Alternatively, it may result in the leak of important confidential documents.
In a cloud-hosted environment using Google Drive or Microsoft Office 365 this can prove extremely problematic. Productivity can easily suffer when an unauthorized but well-intentioned employee starts editing materials unannounced.
DAMs address this issue by establishing a centralized repository for storing documents, images, and video content and assigning user privileges on a secure basis.
Protecting digital assets from internal and external threats requires paying close attention to DAM user permissions. A digital asset management solution for video marketing will make it impossible for viewers to save images and videos on their devices. This will shield corporate assets from being used and reused illegally by bad actors. Additionally, your brand’s reputation will be protected; your tutorials, testimonials, infographics, and other assets are not hijacked and used to benefit your competitors!
Video analytics is one of the most valuable benefits that a DAM can provide. Analytical options for other content types (e.g. click through rates) are relatively easy to find and integrate. However, it’s much harder to leverage the incredible benefits of video viewer analytic without using DAM systems.
DAMs that support video heatmaps aggregate this data. You’ll see exactly where your video content is performing the strongest – and where you need to improve.
One of the mistakes that tech companies often make with their digital asset strategy is undervaluing the importance of video analytics. It is not enough to publish video content and wait for people to flock to your website. You need to analyze the traffic you get and find ways to complement it.
Without a DAM in place, you will have to use a video hosting platform, such as YouTube or Vimeo. These companies use their own digital asset management platforms to monetize content. However, they will keep these insights to themselves. They analyze viewer behaviors and engagement in order to increase their conversions – not yours.
With your own DAM in place, you can start learning important things about your audience, with every new video you host.
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One of the most common problems that companies without a DAM solution face is mixed messaging from their marketing and sales teams.
Imagine that your marketing team just broadcast a new offering to help drive sales by rebranding one of your products or services. Customer requests start pouring in, but your sales team has never heard of the rebranded product that people are suddenly asking for. During the time it takes the sales team to realize it was not kept in the loop, you’re likely to lose out on revenue.
This is a classic consequence of brand inconsistency that ties into company-wide communication. All of your content, and the messaging it includes, has to deliver a consistent experience throughout every customer touchpoint.
Embedded YouTube videos are a common culprit of brand inconsistency. Users are often unaware of where YouTube’s suggested content is coming from. If the YouTube video player is embedded on your site, it looks like your brand is suggesting cat videos and teenage livestreams to your users. That might not be the message you want to convey to your audience.
A good DAM prevents you from disrupting the consistency of the customer experience at any part of the sales cycle.
A great DAM will ensure that your internal and external communications are aligned with customer expectations. Additionally, it will enable you to establish branded templates for your own digital assets. Your image galleries and video players can be designed to fit with your brand’s aesthetic, instead of contributing to another company’s.
There is no such thing as truly evergreen content. Even high-quality content has a shelf-life, and video content in particular can go out of date quite quickly. Any company trying to lay down a long-term marketing plan will need to establish standard operating procedures for its web assets. These will necessarily include editing and adjusting their best-performing videos.
The ability to collect and analyze user engagement with digital content is paired with the need to revise said content, based on user feedback. The ability to establish strict versioning rules for your videos and images will make this goal that much more attainable.
Without a DAM in place, you will need a lot of time engaged in back-and-forth messaging to find and adjust dated content. Additionally, you will also have re-embed that content along with all of the metadata it comes with. For video content, that can mean restarting your analytics from zero and creating a new set of captions from scratch.
Keeping well-organized versions of every distributed video in your marketing plan enables unparalleled flexibility. Digital asset management platforms allow you to adjust your content to reflect new consumer trends or sales priorities in mere moments.
Digital asset management systems are meant to provide a centralized point of reference for all of your content. However, finding a DAM for video analytics is particularly valuable.
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