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Steve Nichols of InfoTech Communications (www.infotechcomms.co.uk) looks at Digital Asset Management (DAM) and suggests that we should take more care of our digital files.
And it isn't just the cataloguing and filing of material that needs to be looked at, but also the accessibility of material for future and other uses. For example, it should be a fairly easy process to recycle and reuse material originally commissioned for one specific purpose. If the material is stored and indexed correctly a marketeer in Australia should be able to use images commissioned by an associate in Japan. The potential cost savings are enormous, but only if a suitable system exists that has both indexed the assets correctly and is accessible to both parties. Digital Asset Management (DAM) describes a system that allows diverse collections of digital material to be held, categorised, searched, shared and managed by a geographically widespread group of people. This could mean logos, along with usage guidelines on how to use them correctly or digital video version of advertisements, audio streams of presentations and artwork for brochures and sales collateral. It can also include thousands of still images - some digitised from film-based archives and others in their new native digital form. Nowadays, it makes good business sense to make those assets work harder with perhaps product images produced for printed documents being used on the web site or in another country. DAM systems are bespoke databases that define what the asset is, what form it is in and how it can be used. The shelf-life of material can also be automatically controlled by setting embargo and expiry dates for assets that are time sensitive. The list of assets might include:
Huge savings and efficiencies are available by making your digital assets work harder for you. Time savings, in terms of the ease with which materials can be tracked down and used again, can also be significant. The easy solution to DAM is an off-the-shelf package, although it should be possible to develop something in-house. If you don't take DAM seriously you run the risk of losing valuable archival material. While it is fairly simple to track down a photographic print in a filing cabinet, even years into the future, finding an elusive digital image on a CD-ROM will turn out to be virtually impossible. You are in fact in danger of losing your corporate heritage. DAM not only saves you money, but your company's history too. Steve Nichols (steve@infotechcomms.co.uk) runs InfoTech Communications and is editor of the IoIC ezine. InfoTech specialises in online communications and has acted as consultant and trainer for many blue-chip companies including Aviva, AWG, Shell, Standard Life, HBOS, BNFL, Accenture and Australia New Zealand Bank. |
Years ago, "Digital Asset Management" consisted of keeping your photographic prints in a filing cabinet. If you couldn't run to that, a shoebox would do. But the rise in the use of digital imagery, couple with digital video, sound and artwork, means an entirely more sophisticated approach is now needed. 
