Articles, Digital Asset Management

This article by Seth Earley was published on CMO.COM on November 9, 2011. 

Marketers need to organize, manage, and repurpose marketing assets in order to control costs, maximize brand impact, and minimize cycle times. With multiple channels requiring consistent messaging across various devices, all with different resolutions and formats, managing digital assets has become more complex and costly. This article discusses how to control those costs using technologies that enable reuse and make it possible to bring expensive agency functions in-house.

Managing content — whether documents, transactional data or digital assets — is about providing content in context. Users can't find what they need for many reasons: (1) information and systems evolve and tend toward a disordered state; (2) in most organizations governance processes around asset management, search, taxonomy and metadata are immature; (3) content is not "selectively managed. In this interview we discuss a number of issues around content management, taxonomy, tagging, metadata and search, and provide some ideas on how to tackle the chaos to create business value. Access full article...