[January 28, 2016] |
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Brandfolder Research Uncovers the State of Digital Asset Management (DAM)
Brandfolder
recently surveyed 255 marketers and creatives from SMBs and enterprise
companies across the globe to better understand how brands manage their
digital brand assets. Today, the findings of its independent report on
the state of digital asset management (DAM) were announced.
From social media to online advertising, digital assets are critical to
branding success. To keep up with demand, marketers must create a
greater volume of content. In fact, 76% of B2B marketers say they will
produce more content in 2016 than ever before.1 But how will
they organize, manage, and distribute this content efficiently?
Brandfolder conducted a study to find out.
Survey Highlights
The key findings of the Brandfolder report illustrate the greatest
challenges of modern brands, and reveal the vital role DAM plays in
building brand equity. One clear takeaway: brands will benefit most from
cloud-based DAM platforms that integrate seamlessly with other tools in
the marketing ecosystem.
The research also found:
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While 80% of respondents agreed that the ability to locate and share
assets is highly valuable, only 9% use a DAM tool.
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The obstacle of locating final brand assets without a DAM solution
fits into a greater scope of daily challenges, including: managing
correct asset usage (60%), responding to asset requests (58%), sharing
assets internally (61%), and sharing assets externally (58%).
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Without the ability to share brand assets privately, define brand
guidelines, or track brand usage, te 74% of marketers who rely on
basic cloud storage (file systems like Box (News - Alert) and Dropbox) still face
major roadblocks when trying to complete simple tasks.
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Brands without a DAM platform locate assets via email (94%), phone
calls (88%), Google (News - Alert) search (72%), or contact forms (64%). These are
highly inefficient means of managing brand assets, and threaten brand
integrity if the incorrect file is used.
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30% of the marketers and creatives surveyed agreed that it takes at
least 15 minutes or more to find a single asset. That's 62.5 hours
spent searching for brand assets on an annual basis.
Build Brand Equity with DAM
DAM systems are designed to help marketers organize and manage all types
of digital assets, from logos and color palettes, to stock imagery and
video content. Although more brands are realizing the value of DAM, the
space is still growing, and a lack of reporting and analysis in the
industry makes it difficult to know which way to turn.
Steve Baker, CEO of Brandfolder, adds, "Digital asset management
solutions are essential to creating a strong and consistent identity.
When companies fail to manage their brand correctly, their overall brand
equity is diminished. Alternatively, well-managed brands are worth up to
20% more than brands that are not well-managed."
Brandfolder's research arms marketers and creatives with new insights
about how DAM platforms can mitigate asset management challenges to
build brand equity.
To read the entire report, complete with additional insights, visit: http://info.brandfolder.com/dam-report-2015/
About Brandfolder
Brandfolder is the world's most powerfully simple digital asset
management platform for storing, sharing, and showcasing assets.
Organizations like Slack, OpenTable, Shazam (News - Alert), and HealthONE rely on
Brandfolder to deliver consistent and compelling brand experiences.
For more information visit Brandfolder.com
or email [email protected].
1 Content Marketing Institute: B2B
Content Marketing 2016 Benchmarks, Budgets, and Trends North America,
October 2015
View source version on businesswire.com: http://www.businesswire.com/news/home/20160128006071/en/
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