Visuals are becoming consumers favourite way of absorbing content, yet still only tend to be used in the marketing department. This SlideShare shares how to extend your assets outside of marketing to improve their ROI and effectiveness.

1. HOW TO SCALE YOUR
MARKETINGWITHDIGITAL
ASSETMANAGEMENT

2. 65% OF MARKETING EXECUTIVES
BELIEVE THAT VISUAL ASSETS
(PHOTOS, VIDEOS, ILLUSTRATIONS AND INFOGRAPHICS)
ARE HOW THEIR BRAND STORY IS COMMUNICATED.

3. Visuals are quickly
becoming consumers
favorite way of absorbing
information...

4. ...yet still tend to only be
used within the marketing
department

5. Sure, it makes sense for
visuals to be created in
marketing...

6. ...but to take full advantage of this developing
trend, companies need to extend their assets
outside of the marketing department

7. What do we mean by extending our assets?
???
? ?
?
?

8. Simply put, we mean taking the digital assets
you’ve already invested in:

9. Simply put, we mean taking the digital assets
you’ve already invested in:
BRAND
MATERIALS
DOCUMENTSVIDEOS PHOTOS

10. and extending them out to the broadest
possible audience...

11. ...the people across your company who can
use your assets, and spread them to a wider
community

12. “That seems like a lot of work...how
can it really help my business?” ?

13. Glad you asked!

14. When departments are left in this siloed state, a
variety of challenges arise that decrease
productivity, waste time and leave employees
frustrated

15. Here are 3 common
challenges you can address
by extending your assets-
ultimately increasing your
company’s ROI and making
you look like a rock star!
1.
2.
3.

16. t
Improving Your Brand’s
Reach
CHALLENGE 1:

17. Often when assets are created, they remain in
the hands of marketing, siloed from other
departments
MARKETING OTHER
DEPARTMENTS

18. When these assets aren’t available to all
employees, your corporation is limiting the
value that their assets represent
MARKETING
X >

19. This creates missed opportunities to extend the
reach of your brand

20. The impact of a brand increases ten-fold when
employees are empowered to become brand
ambassadors and share the company’s story
(and assets)

21. CASE STUDY: PORTLAND JAPANESE GARDEN
The Challenge: The Solution:
o Outdated system functioning like a
“junk drawer”
o Unorganized system with arbitrary file
& folder names made it impossible to
find assets
o Difficult user interface discouraged
people from using it
o Uncovered thousands of media
assets they didn’t know were stored
in their legacy system
o Created a central library that was
easily searchable for
non-technical staff

22. t
Getting Employees Using
the Right Assets
CHALLENGE 2:

23. Even if your employees are using your assets,
it’s equally as important to make sure your
employees are using the right assets
X

24. When employees need
quick access to an asset,
they often resort to
unsupported methods to
get what they need

25. This includes:
• Old brochures found on USB Sticks
• Outdated logos found on hard drives
• Competitor assets found on Google
• And more..

26. Employees are doing the
best they can...

27. ...but ultimately end up creating skunk-work
solutions when it isn’t easy for them to find
approved assets

28. When employees have access to all the
marketing assets their heart desires, it
drastically reduces the risk of them resorting to
these unfavorable tactics

29. CASE STUDY: THE CITY OF GRESHAM
The Challenge: The Solution:
o 63,000 marketing assets scattered
across 1,600 different folders
o Folders with one name, and little
metadata for the individual files.
o Access to the asset collection was
restricted to a small subgroup of the
City’s 500 employees
o Communications team manages
uploading, labeling, metadata
tagging and asset organization
o A group of designated power users
from 14 departments has access to
the DAMS for viewing, sharing and
downloading

30. t
Being Part of
the Conversation
CHALLENGE 3:

31. There are conversations happening
24 hours a day, 7 days a week

32. Platforms such as:
are where your employees, customers and
prospects are meeting every single day

33. Your employees are the biggest brand
ambassadors you have

34. Loyal, knowledgeable and
with a vested interest in your
success as a company, they
can help tell your story

35. By extending your digital assets to
your employees, you can greatly
amplify the impact & engagement
your brand has online

36. Employees feel more free to
post about and for the
company, without the fear
of misrepresenting the
brand and being penalized

37. CASE STUDY: CANADIAN BLOOD SERVICES
The Challenge: The Solution:
o On-premise database could only be
access from within the head office
o Growing collection of marketing
campaigns, training materials, and
more
o Difficulty collaborating due to the
limited capabilities and features of
the existing system
o Media library now accessible by staff
and volunteers, anywhere & anytime
o Streamlined team collaboration and
donor
recruitment processes

38. t
STEPS TO TAKE
to extend your assets to your
organization

39. T
Centralize your assets
STEP 1:

40. The first step to getting your assets into the
right hands is to get all your assets up into a
central library

41. You can select a simple
file-sharing system (such
as Google Drive or
DropBox) or a more robust
system (such as a DAMS)

42. These systems give employees direct access
to your finalized assets, and allow them to
easily search for & download the assets they
need.

43. Having a single source that employees can
trust as correct is key in getting them using
your assets

44. It’s also important to ensure
you’re making it as easy as
possible to find an asset,
through the use of folder
structures, keywording and
metadata.

45. T
Make assets easy to use
STEP 2:

46. While getting a system is a great start,
integrating that system with your employees’
existing technology is vital in getting them
using your marketing assets

47. Connect your assets to the systems that are the
most important to each department
DEMAND
GENERATION
CONTENT
MARKETING
EMAIL
MARKETING
CREATIVE
TEAMS
SOCIAL MEDIA
MARKETING

48. This additional step allows
employees to use your
assets, while making
minimal changes to their
behavior

49. These are just a few challenges
that you can address by
extending your assets across
your organization.

50. To learn more about how to
extend your assets,
download our eBook:
“Maximizing the Value of
Digital Assets Enterprise
Wide with a DAMS”