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Another DAM Podcast interview with Barbara Alexander on Digital Asset Management

Barbara Alexander discusses Digital Asset Management

 

 

Transcript:

Henrik de Gyor:  [0:02] This is Another DAM podcast about Digital Asset Management. Hi, I’m Henrik de Gyor. Today I’m speaking with Barbara Alexander. Barbara, how are you?

Barbara Alexander:  [0:09] Good, thank you, and you?

Henrik:  [0:11] Great. Barbara, how are you involved with Digital Asset Management?

Barbara:  [0:15] The function that I handle essentially handles all digital assets for our company across all markets. We manage all product images, videos, presentations. All the assets then come in, and we tag them with metadata. The types of metadata that we embed assist our different markets and our different functional teams in sourcing the images that they need.

[0:44] For our marketing teams, they use the DAM to find and launch assets to all the different markets. When we’re rolling out a new program, we’ll supply all the print assets for ad production. All the assets for POS and displays, social media assets, and videos and other related assets roll out in their countries

Barbara:  [1:07] One of our big initiatives was to really focus on the consumer this year. We paid a lot of attention to our relationships with our retailer accounts. One of the things we do with our assets is we organize them in collections. Each collection has a single link that we can send to our retailer, or it can be embedded in a spreadsheet. They can click on it and have access to the assets without needing to log on to the DAM. This has been a big success for us.

Henrik:  [1:42] How does a global beauty manufacturer use Digital Asset Management?

Barbara:  [1:48] Primarily we use it to make sure that only approved assets are used in the marketplace, and to be sure that usage rights are complied with. We’re able to expire the assets on our platform. Our platform will send out notification to anyone who’s downloaded the asset that’s expiring to alert them to the fact beforehand. So that they can pull the asset and supply an alternative asset.

[2:17] It’s a great governing platform. It gives a worldview to the global marketing teams. It allows them to see how the markets are using the assets. If they’re really using the whole palette that’s been provided to them, or if they’re taking a few select assets. It allows the marketing team to assess their budgets and where they should spend their money.

Henrik:  [2:42] Barbara, what are the biggest challenges and successes you’ve seen in the Digital Asset Management?

Barbara:  [2:48] We’ve had a lot of successes and some realistic struggles. The successes have been with our ability to really service our markets and our retailer accounts, which are very important. We’ve been able to really focus on consumer‑facing experiences.

[3:06] The struggles really center around the internal reorganization our company has gone through, which has been quite traumatic. I’ve been doing a lot of thinking about where the DAM is located within the organization. It really matters in terms of its overall success and survival.

[3:25] The closer you are to the core of the corporate level, I think the more successful the DAM function can be within the organization. The further you are from that, the more vulnerable you are to new people coming in, or a new emphasis. That’s been very difficult. The DAM function right now is getting re‑assessed. It’s becoming more global marketing focused, we’ll have to see what happens with it. [laughs]

Henrik:  [3:51] A lot of people struggle with being more center to the core rather than being on the fringes and being possibly at irrelevance, unfortunately, because it’s not even known to the rest of the organization.

Barbara:  [4:03] That’s exactly right. We’ve had such a reorganization and shift in people, and as a result, DAM is not understood, or really factored in as a very core, relevant function of our company.

Barbara:  [4:19] We’re struggling with that right now.

Henrik:  [4:21] I understand, and I think a lot of organizations struggle with that. I’ve heard that from many organizations. That they don’t know where to put DAM. Is it IT? Is it marketing? Is it some creative function? Or is it tied to distribution or something? It’s a struggle for many organizations.

Barbara:  [4:37] Exactly.

Henrik:  [4:39] What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

“We have to think of ourselves as more than just a DAM professional. It’s more a media professional. I think that the more certification and knowledge that you can gain will only assist you.”

Barbara:  [4:44] We have to think of ourselves as more than just a DAM professional. It’s more a media professional. I think that the more certification and knowledge that you can gain will only assist you. I know the DAM Foundation has a program. I would recommend that. I also think it’s very important to attend industry functions whenever you can.

[5:10] There’s so much information to be gained by your colleagues in the industry that you really can’t source online or from a book. That face‑to‑face contact and understanding is really important. Definitely the DAM New York Meetup, the Henry Stewart DAM New York Conference, and Metadata Madness [laughs] .

Henrik:  [5:33] Which we’re attending right now.

Barbara:  [5:34] Exactly.

Henrik:  [5:36] Thank you, Barbara.

Barbara:  [5:36] Thank you, Henrik.

Henrik:  [5:38] For more on this and other Digital Asset Management topics, log on to anotherdamblog.com. If you have any comments or questions, please refer to email me at anotherdamblog@gmail.com. For this and a 150 other podcast episodes, including transcripts of every interview, go to anotherDAMpodcast.com. Thanks again.

 


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Another DAM Podcast interview with William Bitunjac on Digital Asset Management

 

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • Why does a national chain of merchandise stores use Digital Asset Management?
  • What advice would you like to give to DAM professionals and people aspiring to become DAM professionals?

Transcript:

Henrik de Gyor: [0:00] This is Another DAM Podcast about Digital Asset
Management. I’m Henrik de Gyor. Today I’m speaking with William Bitunjac.
William, how are you?
William Bitunjac: [0:09] Very good.
Henrik: [0:10] William, how are you involved with Digital Asset Management?
William: [0:12] At my company, I’m the Program Manager for all content management
tools for a large ecommerce program currently. I actually built the
Digital Asset Management content management strategy for our print marketing
lines prior to this, so converging on an enterprise view of content management
and Digital Asset Management. Picking apart the individual pieces, both
print and online individually, but now with an opportunity to look at converging
into single enterprise vision for it. Really, more heavily on the business side, in
terms of driving out strategy and then some of the delivery team responsibilities
as well.
Henrik: [0:52] Why does a national chain of merchandise stores use Digital
Asset Management?
William: [0:57] There’s a lot of numbers of reasons. Some of them are very similar.
It’s money savings. You only need to shoot a photo once, and you can reuse
it a lot of times. A lot of the reasons that have always been in the business case
for Digital Asset Management, not reshooting assets, photography that you’ve
lost, not spending time looking for things, some tighter control of brands, so
you’re only working on approved assets, approved content. [1:31] As I’ve looked
at it, beyond the initial benefits of creating libraries, centralization of knowledge,
and sharing, I’ve found incredible opportunity throughout automation. Tying
it with other content so some of the manual production work of getting assets
into layouts or to websites, managing workflows, managing approvals, the act
of centralizing assets and metadata has been an incredible benefit to further
automation.
[2:04] Getting the centralized library offers money savings on the business case
is giving tens of millions of dollars to the organization through asset reuse,
speed to market, and delivery of marketing materials. Instead of spending all of
your time trying to find the things that you need, creating new experiences has
become almost turnkey. The level of effort goes into creating incredible experiences,
not finding the materials that you need.
Henrik: [2:32] What advice would you like to give to DAM professionals and
people aspiring to become DAM professionals?
William: [2:37] My advice really comes from how I came to the position, into the
industry. I didn’t come as a career technologist. It really wasn’t my vision and my
dream to spend my entire life creating content management platforms. I was an
end user. I was a creative director. I was a photographer. I had a lot of passion
around knowledge management, but I was initially in a position to be one of the
beneficiaries of a system like these. [3:13] Staying close to your users, monitoring
what they’re using, keeping track of the strategic direction of the organization.
Again, the big benefit that I’ve seen has been turnkey generation of incredible
new experiences. If you know, strategy wise, where the business is going,
where the assets are coming from, you can actually turn your asset management
system into an innovation engine.
[3:38] In order to do that, you almost have to be less interested in the technology
and more interested in the business and the business users. The technology
becomes a tool to drive out people’s dreams. For me, my teams come from the
business, I spend my time with the business, and I have really, really, really, good
delivery partners who take care of the technology bits for me.
[4:01] Playing with the technology and learning about as many platforms as
possible is the second piece of advice. There are a lot of different ways to get
things done. The framework in most of the enterprise applications allows you a
lot of different ways to do things. If you know what’s in the toolbox, you can put
together just about any toy you want.
Henrik: [4:23] Thanks, William.
William: [4:25] Sure.
Henrik: [4:25] For more on Digital Asset Management, log onto
AnotherDAMblog.com. Thanks, again.

 


Listen to Another DAM Podcast on Amazon AlexaApple PodcastsAudioBoomCastBoxGoogle Play,  RadioPublicRSS, Spotify or TuneIn

 


Need a Digital Asset Management Consultant?

Another DAM Consultancy can help. Contact us today.