Here are the questions asked:
- How are you involved with Digital Asset Management?
- Why does a footwear company use Digital Asset Management?
- Is it about the technology or strategy when it comes to Digital Asset Management?
- What advice would you like to share with DAM Professionals and people aspiring to become DAM Professionals?
Henrik de Gyor: [0:02] This is Another DAM Podcast about Digital Asset
Management. I’m Henrik de Gyor. Today I’m speaking with Karuana Gatimu.
Karuana, how are you?
Karuana Gatimu: [0:11] I’m excellent. Thank you for inviting me.
Henrik: [0:14] Karuana, how are you involved with Digital Asset Management?
Karuana: [0:17] Digital Asset Management came into my life actually as an offshoot
of Enterprise Content Management. I’m an Enterprise Content Certified
Practitioner. I spent about 20 years in the business doing different sorts of
custom apps and helping organizations find their information. As I moved into
the video world and live events and doing web production and print, Digital
Asset Management was a logical offshoot of all of my history.
Henrik: [0:44] Excellent. Why does a footwear company use Digital Asset
Karuana: [0:49] Skechers USA, which is a global footwear company, needs
Digital Asset Management because we produce literally thousands of product
images. We have commercials. We have archive clips of conferences and events.
[1:02] A lot of content that we used to tell the story of our company, at different
times during the year. Being able to locate that information, put it together to
be able to create new content, and keep people getting to the information efficiently,
is really important to us.
Henrik: [1:19] Sounds like it. Karuana, is it about the technology or the strategy,
when it comes to Digital Asset Management?
Karuana: [1:24] You know that’s my favorite subject.
Henrik: [1:26] Of course.
Karuana: [1:27] I know that’s why you asked me that question. I really feel it is
about the strategy. Every day, I get about 50 vendor voice mails on my line at
work. They’re all telling me about how they can increase my revenue or give
me this wonderful piece of technology that I desperately need for my customer
experience. [1:48] At the end of the day, I’m in charge of knowing what the business
needs actually are. I think that for anybody in the DAM community, it’s very
important for us to be able to separate what are true services and features that
we need to deliver to the enterprise, and what is the fluff.
[2:05] Nobody can define that. A vendor can’t define that for you. A consultant
can help you. A research agency can help you but the vendors themselves, have
their own agenda. It’s very important that you plug those very worthwhile vendors
into your over reaching strategy.
[2:22] For a company like Skechers, for instance, because we don’t have a monetization
model, we’re not a broadcast network. Consequently, the information
and the services I’m trying to deliver are different than if I was A&E or HBO or
somebody like that.
[2:36] I think it’s really important that we have to know our own business. Devise
our strategy based on the needs of business and the evolution of our business
and partner with people out there in the partner ecosystem, that understand
those needs as we articulate them.
[2:53] I think in that, it really gives us a good foundation in which to continue to
build because it’s never done. The work is never done. There’s always more to
do. There’s always more services I can deliver, and the technology is evolving. If
you take a look at what’s happened recently over the last few years with social,
and how that’s changed marketing operations and the needs for assets and
what have you, we can anticipate that more of that is coming.
[3:17] So knowing our strategy is a really good thing.
Henrik: [3:20] What advice would you like to give to DAM professionals and
people aspiring to become DAM professionals?
Karuana: [3:26] If you are an existing DAM professional, keep the faith. We’re
moving. Don’t lose your enthusiasm. This is an iterative process, and we just
have to keep moving forward. Because as more user generated content, corporate
generated content, and social generated content comes to us, it’s going to
become very important for us to build really well thought out systems. [3:50] So
if you’re already here, then stay. Because the people who are coming are going
to need our experience, strength and hope, as we move forward. I think that if
you’re interested into getting into Digital Asset Management, you have to think
about what you are really passionate about.
[4:07] Is it the technology side, in terms of for instance, database architecture or
technological implementations? Is it the strategy side, in terms of how Digital
[4:16] Asset Management affects business and can be used by business? Or is
it the marketing and creative side, or licensing in the sense of the monetization
and reuse and repurpose of creative content?
[4:28] I think it’s really important to know where you fall within the different layers
of DAM, and then develop your expertise as you move forward. It’s a great segment
to be in. It’s growing by leaps and bounds. There’s a tremendous amount
of exciting content, and vendors out there are doing unique things. It’s a real
great time to be involved in DAM.
Henrik: [4:49] Great. Thank you so much.
Karuana: [4:52] I appreciate it. Thank you for inviting me, and we will see
Henrik: [4:55] Great. For more on Digital Asset Management, log onto
AnotherDAMblog.com. Another DAM Podcast is also available on Audioboo,
Blubrry, iTunes and the Tech Podcast Network. Thanks again.