Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

Digital Asset Management: How to Demonstrate Business Value, Create a Business Case, and Search for the Best Solution

by Jenny Ridge  |  
April 6, 2017

If you've decided that your business needs a digital asset management (DAM) system to take over from your old, complex legacy systems, demonstrating business value may be fairly easy, considering the problems those older systems pose with compatibility, integration, security, or lack of functionality. If existing systems no longer meet the company's requirements, that's your obvious starting point.

If you've never had any comparable tools before, your job may be harder, especially if budgets are tight, but it could be an easy win if you can effectively demonstrate the benefits of using DAM.

Whatever situation you may be in, one thing's for certain: You'll need buy-in from your key decision-makers and those in charge of the budget. Creating a solid business case or proposal will be invaluable, and here's how you can do just that.

How do I demonstrate the business value of DAM?

To begin, ask two questions:

  1. "What will we use DAM for?"
  2. "What functionality is necessary for that?"

Understanding what you will use DAM for will help you define the business requirements, which could be simply to manage your image library in an easily searchable database for the sole use of marketing and other promotions. Or it could be to manage and edit video content for training and learning purposes in the HR department. Or it could be a more business-wide objective, such as maximizing efficiency of business processes through collaboration, workflow, and systems integration. Whether it'll be used by one department or the entire business, it's important to note in your proposal.

If you're making the case to move on from legacy systems, the best place to start is by making a list of key current problems.

That list alone may help you identify some requirements for a new system, as it'll highlight what you can't do right now. Your list might include lack of integration with your CMS and the inability to access your files remotely. It might include having to use several applications to be able to share images.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Jenny Ridge is head of marketing at Third Light Ltd., provider of digital media libraries. She specializes in digital marketing and marketing software.

LinkedIn: Jenny Ridge MCIM

Rate this  

Overall rating

  • Not rated yet.

Add a Comment


MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!