Definition: digital asset
What is a digital asset?
A digital asset is any type of data that exists in digital form and is owned, shared, and stored on a digital asset management (DAM) system, digital device, or network. Commonly used digital assets for marketing include images, videos, audio files, social media assets, website assets, and sales and marketing collateral.
Digital assets are an essential component of modern marketing strategies and are used to engage with customers and communicate brand messages. Effective management and use of digital assets can help marketers streamline their workflows, scale their marketing efforts, and achieve their marketing goals.
What are the main types of digital assets?
Marketers and brands use a wide variety of digital assets to support their marketing and branding efforts. These include:
Images: Photographs including headshots or events, illustrations, and other visual content that can be used in advertising, social media, and other marketing materials.
Videos: Videos are increasingly popular in digital marketing and can be used to enhance social media efforts, website content, and advertising.
Audio: Marketers use audio assets, such as music and sound effects in video content, podcasts, and other digital media.
Social media assets: Brands use digital assets such as profile pictures, cover images, and other graphics that are specifically designed for social media platforms.
Website assets: Brands use graphics, videos, and other content to enhance the user experience and improve the user journey on their website.
Marketing materials: This includes digital versions of traditional marketing materials, such as brochures, flyers, and banners.
Infographics: Infographics are visual representations of information and data that communicate complex information in a visually appealing way across a range of marketing materials.
Top tips on how to manage digital assets
As digital assets become increasingly important for marketing and brand management, it’s vital to manage them effectively. Here are some top tips for managing digital assets:
Invest in a digital asset management system (DAM): The best DAM will help you organize, store, and share your digital assets securely. DAM software also provides analytics and insights into how your assets are being used so you can optimize engagement and improve personalization. Find out more about how the best DAM software can benefit your business.
Develop a good filing and naming system: A well-organized digital asset library makes it easier to find and use the assets you need. Use descriptive file names, tags, and categories to make it easier for internal and external teams to search and sort through your assets.
Create a usage guide: Ensure all stakeholders understand how digital assets should be used, including any usage restrictions or licensing requirements.
Protect your digital assets: Use security measures like watermarks, digital rights management (DRM), and password protection to prevent unauthorized asset use.
Collaborate with other teams: Work with other teams such as design and social media, to ensure that everyone uses the correct digital assets and follows usage guidelines.
Monitor asset performance: Keep track of how your digital assets are performing and use this data to optimize your digital asset strategy.
The Forrester Wave™ Digital Asset Management for Customer Experience, Q1 2022
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