There’s no question that the digital marketing landscape is getting more and more complex. Many have tried to make sense of this ever-broadening field and failed. But not Gartner. We’d really like to congratulate them on their updated digital marketing transit map, which they unveiled at this week’s Gartner Digital Marketing Conference. In this visual presentation of the entire field they have managed to connect the dots in a logical fashion, without diluting the field.
Obviously our interest perked when we saw where Gartner placed digital asset management– right on the central line connecting to the CMO and as a critical node on the creative, UX and Commerce lines. We couldn’t agree more. In London Underground terms you could call Digital Asset Management the Piccadilly Circus of the marketing technology transit map and it shows how central DAMS is not only to members of the marketing team, but also to the decision-making of the CMO.
Digital Asset Management and the CMO
So, let’s start with the CMO. Armed with marketing technologies and tools, the CMO now has better insight into customer interactions and buying behaviour than ever before. Harnessing the power of technology has enabled CMOs to have a direct eye on the buyer, drive down asset and content costs and create direct impact on revenue, thus rightfully gaining a key seat around the C-Suite table.
We all know that marketing is a balance between art and science. Today’s CMOs rely heavily on marketing technologies to balance the two. In speaking with CMOs they tell us that digital asset management is proving itself an invaluable tool in their arsenal and that it sits in both these camps:
At the artistic end, organizing and managing all assets in a central repository and controlling who gets to use what assets gives the CMO ultimate control over the brand.
At the scientific end – and brand integrity and consistency aside – digital asset management has proven itself a productivity tool. CMOs who use digital asset management systems often report significant time and costs savings, as team members no longer have to search for misplaced assets, recreate assets that have been lost or have had to pay the heavy price of dealing with copyright infringements.
For CMOs, a DAM is the keeper of the brand, and directly impacts the bottom line.
Digital Asset Management and the Rest of the Marketing Team
Gartner’s inclusion of digital asset management as a node on the creative, UX and commerce lines of the transit map comes as no surprise to us. From our perspective, we can see DAM connecting to even more areas, including social, analytics and marketing management. Each discipline taps into the power of easy access to brand materials. In fact when our customers use DAMS to power those disciplines, they see a significant, measurable impact on the efficiency of the internal and external members of the marketing team.
In 2017, we added even more insights to the Gartner Digital Transit Map! Click below for even more insights on how a DAM fits into each marketing channel.