How Digital Asset Management Helps Marketing Teams to Inform and Entertain
So far on the Employee Spotlight, we've given a little insight into the production side of FotoWare, through Andreas Gnutzmann, and the support work behind the scenes, via Chris Stival. For this third instalment, we take a look at the role of Marketing Coordinator Radmila Milenkovich and discover what her first impressions and thoughts about Digital Asset Management were, from a marketing professional's perspective.
What is your role within the company?
I’m the marketing coordinator at FotoWare. My job includes everything from social media, blog posts and managing the website, to attending conferences and planning print materials.
How long have you been in the role?
I'm the newbie. I’ve been at FotoWare since October last year, so almost one year.
What do you most enjoy about what you do?
I see a lot of enthusiasm in everyone in the industry and I can see that people are driven by the fact that they are making a difference. I love working with those kinds of people, it really gets me inspired, that’s what gets me up in the morning!
What is your favourite thing you have learnt about Digital Asset Management?
I think the biggest thing was just the overall concept of it. I never knew that this software existed before I started in FotoWare, so for me it was quite mind-opening that I could be so much more efficient within my own role.
I’ve worked with a lot of AdWords campaigns and a lot of mobile advertising, and that requires managing tons of different images in various formats and sizes, to fit different screens. All for just one campaign. What would get me frustrated was that we’d have to go back and forth to fit the campaign idea into certain formats. And then we’d end up with millions of files that we always lost and couldn’t keep track of.
"The biggest lesson I learnt was that marketing teams and people such as myself, can largely benefit from being organised with a DAM system."
As a marketing professional, what do you think about the idea that in today’s digital world brands need to be content publishers?
I think we’ve reached a point in society where everyone hates advertising. No-one wants to feel that you’re being sold to. That’s how the whole concept of content marketing emerged, because rather than making ads, companies now need to create entertaining, valuable, informative and useful content to audiences that is tailored, personalised and suitable to exactly those people you’re trying to talk to. I think this is the main shift we’re seeing –
"we’re not selling anymore, but informing and entertaining as marketing people. Content quality should be much higher and the volume will be much larger."
Why do you think DAM is becoming increasingly popular among marketing teams?
For marketing teams, what we do is expected to be present everywhere. By this, I mean adapting files to certain sizes and formats like I mentioned earlier. What’s more is that you need to control every single place where you’re present, meaning you need to approve, reject or revoke content on demand. When you have 20 or 30 different platforms, this becomes really challenging. I think this is going to continue growing and more and more marketing teams will start using DAM.
"I think the benefits are not only for the marketing teams, but the whole organisation benefits when a DAM is implemented."
What is the main benefit for marketing teams using DAM?
I think the benefits are not only for the marketing teams, but the whole organisation benefits when a DAM is implemented. The control across the whole organisation in terms of how the organisation communicates the brand, can be better controlled by the marketing team. For example, a sales person with a deck of slides for a presentation – they might be using a stock image that’s been purchased by the marketing department, but these licenses do expire. With a DAM, the marketing department can revoke the content instantly or even set an expiry date, so everyone in the organisation will use consistent images that are correctly licensed and are in congruence with their brand guidelines.
How do you describe digital asset management to people you meet who ask what your job is?
I’m not sure if this should go in the blog… but I need to tell this story!
I was at a comedy show watching a stand-up comedian and I made the huge mistake of sitting in the front. He asked what I do and I said marketing. He then asked, “for what?” and I thought “Oh my god, how do I explain that to a comedian?”. I thought if I go off on my normal pitch it would be too long, he wouldn’t be interested and I wouldn’t be able to win him here. So, I just said “Digital Asset Management”. That was a mistake. He started joking around for five or ten minutes about what the hell Digital Asset Management was! I have video footage of it too…
What I would usually explain to people who are not DAM users or familiar with the industry, is that it is a media bank for your files and that it solves the problems of consistently communicating across an organisation, and handling your visual assets.