What’s Marketing Asset Management?

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Marketing Asset Management is a system that helps organizations classify, store, and retrieve digital assets. These systems can be used to help with a company’s brand management initiatives. Marketing asset management systems are a subcategory of digital asset management systems.

Logos, product photos and descriptions, and marketing materials such as direct mail are often available in digital form and are usually stored on an organization’s computer servers. These marketing assets can be presented in a variety of formats such as print, websites, social media, video and audio. Some assets, such as logos, may need to be available in different sizes and resolutions to support print and digital usage. It is possible to maintain historical versions of assets, which can lead to multiple versions of similar assets.

Organizations without marketing asset management systems can face a number of challenges in effectively using company-owned marketing assets. These challenges can include difficulty finding the right asset to use and allowing proper access to users, who may be geographically dispersed or who may be employees of other companies if the marketing work is outsourced. For example, decentralized marketing departments may have responsibility for creating some marketing materials, and those materials must conform to the branding standards of the main marketing departments. In the case of outsourcing, an external design company can be hired to create a new logo for the organization and then the company-owned marketing department must approve the new logo. The organization’s external website development company will need access to the new logo after it is approved in order to update the company’s website.

A well-designed and implemented marketing asset management system can alleviate some of these problems. These systems allow internal and external users to easily retrieve digital files regardless of geographic region. Appropriate access levels can be established so that users only work with materials pertaining to their specific roles.

The system can generate other benefits that can also improve marketing productivity. Along with improving access efficiency, workflow functions can be built into the system, allowing marketing pieces to be easily routed for review and approval. Content creation software and content management systems can be integrated into the marketing asset marketing system, further streamlining processes.

Marketing productivity is further enhanced when digital assets are reused rather than recreated. The system can also help reduce errors and rework will be reduced because the correct version of a digital asset will be readily available. A marketing asset management system can help with brand management because brand standards and compliance can be better enforced when users have access to the correct information and assets they need. Some systems can also be used in copyright management.

Asset Smart.

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