What to include in your business case for a DAM solution | Acquired | Open mic


Your team is done battling content chaos. You are constantly looking for the file you need. And you’re tired of redoing the job because the wrong asset was used. You know that a digital asset management (DAM) solution is the answer, but now you need budget approval and you don’t know where to start.

We’ll walk you through four key points to include in a pitch for DAM and the business impacts leaders want to know about. Armed with this information, you’ll be able to explain why your team (and your brand) needs a DAM system and how it will help your business achieve its content goals.

Understand your why

You realize there’s a better way to manage your digital content, but being able to connect workflow pain points to business outcomes isn’t always so clear. Understanding why you need a DAM solution will make it easier to define and communicate.

Start by documenting your pain points and linking them to business goals. If your team is spending hours trying to locate the right file to use in the latest ad, having a centralized, searchable source for all of your content will save you time and money.

Or maybe you’re paying for separate file sharing, content storage, and collaboration software. Consolidating these tools into one system will help your business realize immediate savings with reduced subscription costs.

Here are some other common reasons teams invest in a DAM platform:

Ensure brand consistency. When content is kept in multiple places, it can hurt your brand consistency. Having a single location where teams can confidently access content will help keep your brand aligned across all channels.

Reuse content. A lot of time and money is spent creating content. Have you considered reusing it? When design files are easily found and accessed, they can be used for other projects – sometimes as is or as a starting point for further design evolution.

Minimize the risks of use. Copyright infringement is costly for both businesses and consumers. Protect your content from usage violations with DAM and digital rights management (DRM) can protect your content and protect your teams from misuse of copyrighted assets.

Determine your DAM users

Any business that relies on digital assets to build their brand or power their marketing operations can benefit from using a DAM system — and today, it’s almost everyone. Organizations of all sizes can benefit from a DAM solution, whether they’re looking to streamline content workflows, expand into new e-commerce channels, or create exceptional customer experiences.

Your why is likely to help determine who will use your DAM system, but here are some of the teams that typically depend on it for their day-to-day work.

Creators:
Graphic designers, photographers, videographers, writers and other creators looking to streamline their workflows.

Tradespeople :
Marketers use DAM tools to manage the files that creators produce for their campaigns, product launches, and content marketing initiatives.

IT Professionals:
IT professionals are tasked with integrating marketing technologies into a cohesive stack that reduces redundancy and improves collaboration across systems and teams.

Agencies
Agencies rely on DAM tools to protect client assets, increase productivity, and gain on-demand access to updated and approved content for campaigns.

Document your DAM use cases

Documenting your use cases brings your business case to life. Detailing your why and who in real-life scenarios gives each benefit context and makes them more relevant. Let’s look at three example use cases.

Organize content in one system

Files are often scattered across siled platforms, leading teams to use outdated content versions and meaning wasted time finding the right file. Having a central library for assets makes it easy for team members and external partners to find what they need, when they need it.

For this use case, consider how many teams need access to different content on a daily basis. Focus on what it will mean for your teams and work on whether the files are easily accessible and can be used with confidence.

Integrate your martech stack

DAM platforms integrate with other marketing technologies (martech) – like a content management system (CMS) — to give teams secure access to resources from the tools they use most. This could be done through an Adobe Creative Cloud integration that allows users to access DAM assets from within Adobe programs, saving them time when uploading and downloading files. Or maybe you’re looking to get your products to market faster. Integrate a DAM system with a product information management (PIM) will gather all the information needed to launch your content across all channels.

For this use case, consider the tools your users rely on the most. Where can you save time and automate workflows by synchronizing information between platforms?

Transform and reuse content

There’s no reason to task a designer with manually creating a whole set of file sizes when it can be automated. Within a DAM solution, authorized users can convert images, videos, and audio files to other formats on the fly. Common file format conversions allow users to upload specific file conversions that can be used for social media, slideshows, and web pages or cropped and resized as needed.

You can also use analytics to monitor content effectiveness. Once you know which assets are performing well, you can look for ways to reuse the content or bring it to life in new ways.

For this use case, think about how your resources are being used and whether or not you can get more out of them. If many of your files represent single-use content, you could benefit greatly from having more teams easily access assets to reuse and reuse.

Demonstrate DAM ROI

Many factors go into proving the return on investment (ROI) of DAM, but there are a few common equations to use to demonstrate the gains.

Let’s apply this example in the equations below:

60,000 asset downloads per year

Four minutes to manually search and download each resource

4,000 hours per year spent responding to asset requests

Designer salary: £25/hour

10 hours to recreate an asset

Find and share time savings

It’s the time a graphic designer or marketing team member spends researching, gathering, and sending digital assets to internal and external stakeholders.

(4 minutes) x (60,000 active) / 60 minutes = 4,000 hours saved per year

Savings on asset realization

This is the time it takes to respond to requests when there is no central content library available, disregarding the time the requester is waiting for the file to move their work forward.

(4,000 hours per year) x (£25/hour) = £100,000 per year

Asset creation and savings reallocation

This is the time spent creating new assets when teams could reuse or reuse existing assets.

(10 hours to recreate an asset per week) x (52 weeks) = 520 hours

(520 hours per year) x (£25/hour) = £13,000 per year

Learn more about ROI considerations and impacts in our ROI models for DAM systems guide.

Prepare your team for DAM success

These four components will help you build your business case for a DAM solution. Keeping it simple, relevant, and meaningful to the business will go a long way to demonstrating value, especially in the long run.

Your DAM system is a key part of the ROI equation and it’s important to closely evaluate DAM solutions to choose the right one for your organization. If you are looking for other ways to justify your DAM investment before you start your search, this guide has even more information, including examples of top brands and how they’re using their DAM platform to power digital experiences.

And if you’ve already secured support for your DAM investment, congratulations. We’d love to show you ours in action. Get in touch with request a demo.

By Nate Holmes

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