When the world entered the digital age, a lot of media assets missed the boat. Stuck in an analogue wasteland, these records needed to be transformed into a digital format and stored in an accessible repository. Digital Asset Management (DAM) software, such as our Imagen Enterprise Video Platform, does most of the heavy lifting. Imagen gives businesses the platform to captivate audiences through their media archive by, for example, powerful search capabilities, a customisable website and some clever engagement tools.
It also comes with a suite of automation tools for media managers. With functionality such as drag and drop workflows, powerful transcoding and an intuitive interface, many businesses may argue that this software is so powerful that it negates the need for a specialist digital asset manager.
The role of a digital asset manager
A digital asset manager does not just sit in front of a computer screen, sipping coffee and inventing a few workflows along the way. It’s a complex role which requires a lot of expertise.
A system, no matter how brilliant it is, needs a brilliant mind to manage it. You wouldn’t sit Mr Bean in a F1 car and hope for the best.
Likewise, you wouldn’t invest in a DAM system and just let any individual play around with it. You need an expert to drive and track the progress of a DAM. Someone to address risks, resolve issues, take full accountability for the system and train others to use it.
The more powerful a system is, the more pertinent the need to employ an expert to drive and maintain that system with a steady hand.
Let’s look at some of the requirements and tasks of a digital asset manager now:
● Create and maintain workflows
● Create and maintain documentation on the DAM
● Create and maintain metadata standards specific to the company
● Review and test any configurations and customisations to the DAM
● Translate business needs into adaptions for the DAM
● Understand how to measure ROI on every project, collection and asset added to the DAM
● Share assets to unify departments
● Train and support any individual using the DAM system
● Monitor and manage the DAM user database so each individual can do their job and has appropriate access rights
● Complete weekly and monthly reports on the progress of the DAM
● Promote the DAM within the wider business so it is fully utilised
This list is by no means a complete checklist. A digital asset manager is an adaptable role within a growing field. The requirements will change between organisations and as the world of digital asset management continues to evolve.
The need to hire
Most companies recognise the need to hire an information professional to manage their growing digital assets. Having one person in charge means the work is carried out with consistency and quality. And, if any issues do crop up, a digital asset manager will have knowledge to resolve them.
A digital asset manager also gives your business the opportunity to expand. How? Well, a digital asset manager can oversee the DAM system so it is correctly integrated with the company’s current or new technical systems.
A digital asset manager also brings a strong knowledge of digital assets and an understanding of data and analytics to ensure your business stays on track when it’s time to expand.
In other words, a digital asset manager does not just act as a guardian of the company’s digital assets but as a guide to keep the DAM system running in line with your company’s goals.
They do not just future proof your digital assets, but the business’s wider technical expectations.