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How Digital Asset Management Can Transform Your Brand Storytelling



What is the Ideal Web Development Team Structure?

Marketing involves many, many moving parts. They all have to come together to tell a story about your brand — the story that you want and need to tell.

In the old days, it was easy. Your marketing techniques consisted primarily of flyers and phone calls. Now you have to juggle multiple channels, both online and off.

Thankfully, we have tools that can help you transform your brand storytelling.

What is Digital Asset Management?

A vital tool for marketing teams is digital asset management (DAM).

Digital asset management is used to store and track any digital assets you can use in your marketing endeavors. This includes graphics, photos, video segments, and audio files.

This way, you can slot in a previously written blog post and add a new photo of your store, your logo, and so on. Digital asset management stores all of these things in one centralized location.

It also tracks restrictions (like the license on that stock photo you bought), credits/ownership, and other related information. Using a digital asset management platform like Welcome, you can ensure that everyone on your team has access to the assets they need for every campaign, regardless of channel.

A good marketing DAM will output the product you are working on directly to the required channel, whether it’s your website, social media accounts, printer, or newsletter. And never fear — it will also allow for final approval.

DAM is essentially about making sure that you know what assets you have and can use them to create marketing products that sing.

Why Do You Need Digital Asset Management?

Digital asset management can be an incredible tool for marketers.

One of the most significant issues in modern marketing is that you have so much to deal with at once. You’re constantly making digital, multi-channel products that might go out in formats ranging from an old-fashioned print newsletter to a podcast to a social media ad.

Digital asset management can help your brand storytelling by:

  • Allowing for the modular reuse of digital material — 71% of marketers say it’s crucial to be able to repurpose and track assets easily.
  • Making it easier for your team to generate marketing materials quickly and efficiently
  • Avoiding duplication of effort — for example, when hunting stock photos, you can store any relevant ones, which will then be readily available to the rest of the team.
  • Sending materials out to digital marketing channels automatically.
  • Tracking the origin and history of every single asset so you can keep track of rights and restrictions, track how old an asset is, and so on.
  • Easily creating templates to improve efficiency further while encouraging brand compliance.
  • Improving collaboration, especially for team members working remotely.
  • Tracking the use of assets to determine their effectiveness, thus avoiding over-use.
  • Providing advanced search capabilities so you know exactly what you have (and don’t have) and can find assets quickly.

You need digital asset management because you should spend time designing your campaigns instead of hunting for yet another photo or spending hours on newsletter layout.

You need it because it helps keep all your marketing efforts focused and in compliance with your brand’s appearance and voice.

You need it because it lets you track how you use the content and material you acquire so you know what is paying off and what is not.

Populating Your Digital Library

The first step of properly leveraging DAM is to propagate your digital library.

This process is lengthy and ongoing. You’ll always be adding material, but you need to put together your initial “seed,” as it were, from which your DAM tree will grow.

Do this with your brand story always in the back of your mind. Search for assets that take your story back into the past and give it a coherence that makes it look like it is what you always had in mind, even if it isn’t.

Start by thinking about what you already have that needs to go into the system. Here are a few examples:

  • Your company’s logo
  • Any templates you have used for your mailing list in the past
  • Photos of your business, product, and team members
  • Copies of past marketing materials from which you may be able to pull content for reuse
  • Team bios
  • Instructional videos on how to use your product or service

You will probably find you have a lot of digital assets, likely more than you thought. Get your team together and brainstorm to ensure all your bases are covered.

Then look for gaps.

Do you have good photos of your storefront? If not, time to get some more (and always consider hiring a professional photographer unless your team has a very skilled amateur).

Does every key member of your team have an up-to-date bio? Do you have a good newsletter template that isn’t proprietary to the mailing list software you just stopped using?

Always cast a wide net to get as many assets as possible into your system. It’s better to include things you don’t need than to spend time hunting down something you forgot you had.

You may be surprised what will fit your brand story that you didn’t know even existed.

Curate Your Assets

Once you know what you have, it’s time to get rid of what you don’t need.

Some of your marketing materials may be obsolete because they feature the wrong color scheme or wrong phone number. Or, they just might not fit with the story you are trying to tell about your brand right now.

In some cases, you may be able to salvage specific parts of these assets, like photos from an old newsletter. Other assets might need to be gotten rid of altogether.

Make sure that everything you keep fits in with your brand story. Removing elements that are out of place or that fit a story you once wanted to tell will help keep your team focused.

By archiving (not deleting) these assets or simply not including them in the system, you can eliminate the risk of them being accidentally used and thus propagating inaccurate information.

Other assets might be removed from the system simply because of their quality. While old photos can support the history of your business, low-quality images might make it look like you can’t afford a decent photographer — or a decent camera.

Once you have gone through these processes, you will have your initial pool of assets. Now it’s time to store them properly.

Choose Your Digital Asset Management System

The next step is to find the right DAM system to handle your assets. Start by thinking about what you have and what can best tell your story.

Most marketers will have assets in the following categories:

  • Images and graphics
  • Photos
  • Text
  • Video
  • Templates

Audio is less common, but systems that can handle video can typically handle audio. Make sure that your chosen system can handle all of the media types you need and any you think you might want to use in the future.

Make sure to future proof. For example, you might not have any audio files right now, but podcasts are hot. If you choose to start one, audio clips and snippets will be helpful.

Think about how you will take your brand story into the future and how you will stay both consistent and agile moving forward.

Changing systems can be a pain, so make your initial choice carefully to avoid having to migrate your database. On the same note, look for a system that makes importing your initial set of assets as easy as possible.

Make sure to choose a system that lives in the cloud and can be accessed from your office, home, or booth at the trade show.

Most importantly, your DAM software should be designed for marketers. Your unique needs should be considered at the design and build level.

This means that you need a system that allows proper access for your entire team. Everyone needs to be able to pull the assets they need to complete the task they are working on quickly and easily.

At the same time, the team members and contractors responsible for creating assets need to be able to put them straight into the system, properly sorted and ready for use.

The system must allow you to assign specific assets to specific teams and/or campaigns. It also needs to help you seamlessly insert your assets into products and generate the marketing materials you need.

It needs to track assets from creation onward in order to track utilization and ensure that rights are respected and credit is given where due.

It needs to allow for remote collaboration by being cloud-first and mobile-ready. It needs to provide access control to ensure less damage if a team member’s account is compromised.

Above all, you need to choose a DAM that stores your assets in a way that makes it easier for everyone on your team to tell a consistent story. Your brand storytelling needs a DAM system that properly supports it in today’s fast-paced world.

Welcome does all of that and more. Our marketing software supports all of your marketing needs, including integrated DAM.

Check out our website to learn more about how Welcome can help you.

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Native video tops social media in brand awareness study



Native video tops social media in brand awareness study

Native video ads have a greater impact than video ads on social and video platforms, a new study from Kantar reported. The Multichannel Brand Impact study measured video ad effectiveness for brand goals in native environments against other environments.

Favorability. Participants in the study gave a favorable rating 59% of the time when exposed to a native video ad. That number dropped to 50% on social platforms and 51% in a video platform environment.

Source: Kantar Context Lab/Taboola.

Awareness. 33% of participants displayed top-of-mind awareness about a brand when shown a native video ad. This displayed a marked improvement over the control group, which only had 14% top-of-mind awareness.

When native video was combined with social video ads, the awareness climbed to 49%.

Impact of native ads. Taboola, which sells content discovery and native advertising products, sponsored the study.

“With industry estimates indicating that video advertising in the U.S. will reach nearly $50B this year, brands have a lot of opportunities to influence customers, as long as they’re choosing the right platforms and mix of platforms to relay their messages,” said Taboola CEO and founder Adam Singolda, in a company release.

Read next: Taboola acquires Connexity

Why we care. Social media is where consumers receive word-of-mouth recommendations from family and friends. Still a potent source of brand impact for marketers. But social is also a highly contentious space for politics and other turnoffs. It’s not the ace in the hole it once was, and should be complemented with other native environments in a digital video campaign.

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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Worsening economy has more shoppers getting online info before making in-store purchases



Worsening economy has more shoppers getting online info before making in-store purchases

Summer’s here and the shoppers are wary. Consumer spending increased in May, but only by 0.2%, according to the Bureau of Economic Analysis. This explains why 76% of U.S. shoppers are searching online for reviews and better prices before buying in store, according to a new Adobe Commerce study of sentiment among over 1,000 U.S. consumers. Also, when they’re in a store 60% are using their phone to look for better prices elsewhere.

Another sign of the slowing economy: 24% say they won’t be able to take advantage of big summer holiday sales because they have less discretionary money to spend due to inflation and the higher cost of goods. 

Read next: Adobe: Online prices were up only 2% in May

On the good news side: 76% of those planning to participate in summer sales say they’ll spend more or the same amount as last year. And the motivation varies — more than half (56%) of consumers say they save money by shopping on Prime Day and other sales events, while others want to get ahead of their seasonal holiday (32%) and back-to-school shopping (23%).

However, most of those who intend to buy don’t believe big retailers’ promises of deeper discounts because of overstocking. Almost 65% expect discounts to be smaller than last year. 

Other findings:

  • 61% said receiving personalized promotions or recommendations will make them more likely to make a purchase.
  • 43% said they are more likely to purchase from a retailer that offers buy now, pay later.
  • 72% want the online purchases delivered the same day or via two-day shipping.
  • 50% are now more likely to make retail purchases on their phones, 26% prefer in-store shopping and 24% prefer shopping via their computer
  • 57% search for and buy products online if they can’t find them in stores.
Categories for which consumers report using buy now, purchase later.

Why we care. Inflation and higher interest rates are, as expected, taking an increased toll on consumer spending. That makes marketing more important than ever, via activities like personalization and customer experience. That should also include offering payment options like buy now, pay later. People are used to putting everything on a credit card, but interest rates are making that less attractive to them.

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About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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Getting Started with the Agile Marketing Navigator: Building a Marketing Backlog



Freeing agile marketing from its software development roots

We recently introduced you to Agile Marketing Navigator, a flexible framework for navigating agile marketing for marketers, by marketers in the article A new way to navigate agile marketing. The navigator has four major components: Collaborative Planning Workshop, Launch Cycle, Key Practices and Roles. Within these categories, there are several sub-pieces for implementation. In recent articles, we covered the pieces in the first stop of the navigator, the Collaborative Planning Workshop.

Now we’re going to dive into the next stop on your agile marketing journey — the Launch Cycle. The Launch Cycle is a repeatable cadence for delivering valuable marketing experiences early and often. Within the Launch Cycle there are five key components — Marketing Backlog, Cycle Planning, Daily Huddle, Team Showcase and Team Improvement. If you’re familiar with the Scrum framework, there are a lot of similarities here — with a few different nuances to make it more applicable to marketers.

Building and managing an effective Marketing Backlog

Now, let’s dive into the Marketing Backlog and some tips and tricks for marketers to be most effective. 

The Marketing Backlog is an ordered list of prioritized work that the agile team will pull from to work on in their Launch Cycle. The backlog is emergent, not static, and changes as new information is learned. 

This part of the framework is incredibly important and can have a major impact on how marketers work. First of all, there’s one shared place where all work lives. This avoids work happening “behind the scenes” that no one knows about.

In fact, one client that I worked with took all of the work that was already assigned to stakeholders, put it in a single backlog and realized that it would take five years to deliver! It’s with this level of transparency that teams and leaders can begin to visualize everything the team is doing and start to really understand what’s important and what may just be someone’s pet project.

There are many tools for managing your marketing backlog and they all have their pros and cons. The main thing to watch out for is ensuring that everyone on the team, as well as stakeholders have access. We want to build a transparent system.

If you’ve started with the Collaborative Planning Workshop, you’ve already begun to build out the Marketing Backlog. The items in your Minimally Viable Launch will go near the top, and other items will fall below. Work is never guaranteed until the team starts working on it, and even then sound business reasons could cause them to pivot, although that shouldn’t be the norm.

Prioritizing the backlog is one of the key responsibilities of the Marketing Owner. While they don’t do this in a vacuum and conversations with stakeholders are imperative, this role has the ultimate authority to decide what order the team will work on and which items won’t be considered (there are always way more good ideas than time).

The role of the Marketing Owner

The Marketing Owner needs to really understand the business value that each idea brings. Each marketing backlog should be thought of in terms of:

  • Level of effort it will take the team to complete (let’s face it — all things aren’t created equal. Building a Tesla may take longer than a base model Honda, so think through marketing ideas as well).
  • What value does it bring to customers? Joy? Satisfaction? Solves a problem? Addresses a cause?
  • What will the business gain from this idea, and how does it tie to business goals, KPIs and revenue?

Stakeholders, customers and team members should all be thinking about new ideas all of the time and everyone is invited to submit ideas to the backlog. However, it’s at the Marketing Owner’s discretion to decide which ideas will be worked on by the team and when.

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Work should never be directly assigned to a team member in agile marketing. It should be submitted to the backlog or discussed with the marketing owner as it needs to be visible and prioritized among everything else.

In agile marketing, backlog items should be used to test and learn and are thought of as micro-experiments, rather than large campaign blasts. 

While a backlog item may be for a post on Facebook, the team should be thinking in terms of testing elements, such as content. If the content is successful, similar content pieces would be on the backlog. However, if the content doesn’t perform well, the team would want to think of new backlog items with different content.

agile marketing workflow

Catch up on the Agile Marketing Navigator series!

The backlog may contain some business as usual items to keep the lights on, but the majority of items should be small, testable experiments that can quickly get to customers for real-time feedback.

If you haven’t started a marketing backlog yet, what are you waiting for?

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About The Author

Stacey knows what it’s like to be a marketer, after all, she’s one of the few agile coaches and trainers that got her start there. After graduating from journalism school, she worked as a content writer, strategist, director and adjunct marketing professor. She became passionate about agile as a better way to work in 2012 when she experimented with it for an ad agency client. Since then she has been a scrum master, agile coach and has helped with numerous agile transformations with teams across the globe. Stacey speaks at several agile conferences, has more certs to her name than she can remember and loves to practice agile at home with her family. As a lifelong Minnesotan, she recently relocated to North Carolina where she’s busy learning how to cook grits and say “y’all.”

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