Any virtual file used in an organisation and provides value to it is called a digital asset. This digital asset is organised, stored and distributed through a process called Digital Asset Management. This digital or virtual file can be anything like images, audio, video, spreadsheets, PDFs, etc. So in simple words, one can hold anything they create electronically in a digital drive as a digital asset. Even things made by hand like drawings, sketches, notes can become digital assets when scanned and then uploaded to a computer. So to earn the term “digital asset”, the file should be digital; it should provide value to the company and user and be uniquely identifiable.
What is the use of Digital Asset Management?
To catalogue and find a digital asset quickly and efficiently, one uses digital asset management. It helps increase the system’s efficiency by putting all the files needed in one location to be easily accessed, and there is no need to request access before each use. It also protects the digital assets by ensuring permissions and letting the user control who they give access to. It ensures that only limited people who have permission can access the files and prevents misuse and stealing.
This system ensures a consistent customer experience. They help maintain a consistent brand image, which makes the customer more likely to buy from the same brand repeatedly. It also helps with insights and analytics by gathering data and interpreting it. In addition, DAM systems carry Digital Rights Management (DRM) which ensures that the system updates with all the copyright and licence agreements without any lag.
This system also harmonises to ensure all the departments in the organisation are updated equally, so there is no mismatch. It provides backups by saving the versions of a file in addition to the file history so that one can easily make changes. It can be connected to other software such as PIM and ensures integration of the assets throughout the entire network.
Who is a Digital Asset Manager?
Since managing digital assets is a crucial job, many companies hire a digital asset manager. This manager takes the role of compiling files, organising and documenting the virtual files, cataloguing and managing access to the company’s digital assets. The Digital Asset Manager is also in charge of naming the file, metadata, managing software, controlling who has access, auditing software records, archiving and ensuring communication changes.
Who are the users?
This management system has two kinds of users – Internal users and External users.
IT professionals use this system to create custom configurations. People involved in sales and marketing use this in sales pitches and presentations. Graphic designers also use it for their creative files. These users come under internal users.
External users are contractors and agencies who use it to sell, store, access, edit files. Building campaigns also use it since it provides secure access.
What is Metadata?
One defines metadata as a reference to data. It provides data information and helps in finding data more accessible. It contains keywords to find the contents of the file easily. The keywords could be a description, purpose of the file, location of the file, copyright, themes, colour, information on who created the file etc.
In digital asset management, they use various metadata models depending upon how one uses it and their purpose.