The case for companywide enterprise digital asset management

Preston Anderson and Jonathan Phillips
Additional contact information
Preston Anderson: Marriott International, USA
Jonathan Phillips: Marriott International, USA

Journal of Digital Media Management, 2020, vol. 9, issue 1, 6-21

Abstract: Digital media management systems have become critical to the successful implementation of brand expression programmes and brand marketing campaigns. Marketing and IT leaders increasingly need these systems to become the single point of truth for media assets. They need enterprise digital asset management (DAM) to solve big problems around accessibility to media across platforms and channels. The successful management of platform access to media assets enables marketers to safeguard, leverage and reuse their most prized assets. Getting these actions right positions marketing campaigns for success and leads to an effective return on investment on these assets. This presumes that usage of the DAM system is good and consistent across all content contributors. Strong DAM adoption across the enterprise sets the foundation through which excellent marketing execution can be realised. This paper explores the goal of strong enterprise DAM adoption and takes a deep look at what this means and how it can be done in a highly variable and decentralised environment with an unsophisticated user community.

Keywords: adoption; launch; UX; buy-in; branding; workflow; enterprise; consolidation; stakeholder; measurement; strategy (search for similar items in EconPapers)
JEL-codes: M11 M15 (search for similar items in EconPapers)
Date: 2020
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/5853/download/ (application/pdf)
https://hstalks.com/article/5853/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdmm00:y:2020:v:9:i:1:p:6-21

Access Statistics for this article

More articles in Journal of Digital Media Management from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().