Breaking the Paradigm
Imagine the scenario this way, instead:
A new marketing campaign is kicked off, your team is discussing the brief. Someone with a keenly creative and brand-aware eye uses the multi-faceted search capabilities of your DAM system to find relevant assets of many types. She creates a collection of these assets and adds the brief to the collection, then shares it with the group. Artificial intelligence within the DAM may even suggest related assets that weren’t uncovered in the search process. Collaboration is in motion - not just among the team, but also among the group, across business functions, and the marketing technology stack. Re-usable assets are marked up. The previous rounds of photo shoots from numerous agencies are reviewed, as are the analytics of how assets performed. Your team then concludes that only a few new assets need to be created, because the essential added value of a brand librarian made sure that existing assets were considered first. A specific, targeted request is sent to an agency, with the golden goods already assembled - a model and framework for any new assets they’re tasked with.
A New Mindset of Re-use
Joe Gaudreau, VP of the Product Information Management product line at Salsify, recommends a re-use checklist for brands that are looking to drive more efficiency:
- Does the asset we want already exist?
- Can the asset be reused (and why not tag assets with this as metadata upon creation?)
- Can the asset be reformatted (size, file type, etc.) - ideally by the DAM?
- Which product variants will the asset be used for and on which digital isles / channels (Amazon, Ulta, etc.)?
- Has the asset gone live?
- Is the Product selling? → if yes, increase reuse