REPORT Forrester's Now Tech Digital Asset Management For Customer Experience, Q2 2021

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Digital asset management for marketing content localization

The ultimate guide to creative automation

What is digital asset management?

Digital asset management (DAM) provides organizations with one central location to store, organize, share, and manage their digital content. By centralizing all assets in a single digital library—intuitively organized according to a company’s needs—employees, clients, contractors, and other key stakeholders have controlled access to find and use the files they need quickly, easily, and securely.

Looking for a more detailed definition of DAM, along with its key functionalities and benefits? Check out our page: What is digital asset management?

What are some examples of digital assets?

Typical examples of digital assets include images, photos, creative files, text documents, videos, spreadsheets, audio files, slide decks, and PDFs. While these are common examples, a digital asset can be any piece of content or file that exists in a digital format, often owned by a company which requires permission to obtain and/or use them.

Why is digital asset management important for marketing localization?

In an increasingly global market, the demand for brand-consistent localized content has never been higher. When you’re operating in multiple markets, it’s critical that marketing content can be both created at scale, while also localized according to the needs of regional markets. Digital asset management ensures global marketing teams and external partners can source and share on-brand, localized content in just a few clicks.

By collaborating effectively on projects in one place, companies can ensure that all stakeholders are using the right assets in the right way, while controlling who has access to what. Ultimately, DAM gives marketers the peace of mind that their collateral and brand is effectively localized and protected while enabling better collaboration.

Many DAM solutions such as Bynder provide built-in brand guidelines functionality to ensure localized content is consistently on-brand when being used and communicated across markets. To learn more, check out our resource: Brand guidelines reinvented.


What are the key benefits for digital asset management for marketing localization?

Whether you’re localizing marketing content across five markets or fifty, you need to deliver a consistent digital experience, while also taking into account local adaptations. Even the most experienced marketers will struggle to do this without the right technology in place.

Your DAM helps you ensure that:

  • Your content adheres to local market needs and takes all cultural sensitivities into account
  • You only use the correct and most up-to-date digital assets
  • The right content is rolled out to the right places at the right time
  • You use the best images to enhance your message in a specific market
  • All assets are updated at the same time, right down to the subtitles on a video or the metadata on an image
  • All localization rules are understood and followed by every user and stakeholder
  • You have complete control over permissions and usage, right down to the time ranges the assets will be available.

Bynder’s DAM not only helps you organize your localized content, but create it too. See how Bynder’s creative automation modules help you scale and automate the creation of digital content to reduce production times of images and videos down from weeks to minutes. Learn more by checking out The ultimate guide to creative automation: Time to create.

Data protection compliance is a minefield to manage in one country, let alone globally. Global legislation changes on a pretty regular basis and if you put a foot wrong the repercussions can be costly, both in financial terms and for your brand reputation. You can configure your DAM so that all data protection rules associated with a country or territory are documented and that users understand terms of usage. Setting usage permissions will also give you further confidence that digital assets are always used correctly across all markets.

Quality marketing localization is all about quality collaboration. Marketers need a devoted digital space to communicate, update, and refine localized content via streamlined workflows. Many DAM solutions such as Bynder are equipped with project workflow functionality to streamline the creative process, allowing your team and external partners to brief, manage and update projects, source and share assets, give feedback, and plan and document future projects. It also serves as a place to share new insights about content localization in the countries you market in, or any other pertinent information that could affect your activities.

Learn more about the key features and benefits of Bynder’s project management module, Creative Workflow.

Most image and document libraries start out as well-organized repositories that are fit for purpose. Yet as companies grow—along with their collection of digital assets—it doesn’t take long for storage spaces to become cluttered with outdated files and hidden folders that nobody has control over. And when it comes to managing access permissions, forget it. Your DAM can solve all these problems by ensuring the most recent, relevant and on-brand assets are used, and that every single asset is searchable and shareable in just a few clicks.

Making sure your market differentiation and content localization is accurate at all times is vital for your success and for developing a culturally-sensitive brand. A well-organized DAM means you won’t use the wrong file for an important campaign, that you reduce the risk of making a cultural faux pas, and you build a robust and reputable global brand identity.


Frequently asked questions about DAM for marketing localization

Organizations large and small use a DAM solution to organize, store, source, distribute, and share digital assets quickly and effectively. This includes anything from large-scale retail enterprises to not-for-profit government bodies. The types of job roles that use and manage DAM libraries range from content marketers and creative designers to sales managers and IT professionals.

Curious to see how DAM solves industry-specific needs? Head to our homepage and filter ‘By industry’ under the ‘Solutions’ tab.

DAM solutions come in all shapes and sizes depending on your specific use case and needs. So where to begin? Start by gathering your stakeholders and compiling a list of key requirements and nice-to-haves. What does everyone need from the DAM and what problems does it need to solve? What usage issues do you need to tackle and what workflows will make your life easier and reduce any margin for error? Once you have your goals and objectives established, talk to a reputable DAM expert about your options. They’ll be more than happy to find the perfect DAM solution for your team and business.

For more advice on how to select the best DAM solution for your needs, check out our DAM comparison guide.

For first time DAM users the process can take a little longer to plan and implement, but weighed up against the time saved, it is absolutely worth it. Your DAM implementation team can help with all the heavy lifting so once you have a clear idea of your goals and processes, setting up your DAM should be smooth-sailing.

Your DAM requirements will depend on what you and your stakeholders need. When you’re identifying your goals, remember to consider your long-term requirements as well as those you have right now. Marketing is a fast-paced world and localization moves at quite a speed, too. If you want to find out more about establishing your requirements or about DAM in general, take a look at our free Digital Asset Management guide or get in touch with an expert today.