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Getting More People Involved In Your DAM Initiative

by Naresh Sarwan on February 14, 2011

At the end of January, we featured a blog article by Henrik De Gyor where he discussed some metrics for measuring the success of your DAM system and the ROI obtained.  One of our featured DAM Vendors, Widen published an article earlier this month about getting users to make greater use of a DAM system:

It’s always a challenge to convince others to step out of their comfort zone (and especially so if the change appears to be so dramatic that the step looks more like an Olympian leap) but in the case of management, collaboration, and distribution of complex digital assets, there is simply no other choice if lean marketing organizations want to have a chance against the competition.” [Read More]

Some of Widen’s suggestions could be considered controversial, for example: “Cut off old methods and habits”:

Perhaps the most obvious, yet most difficult tactic is to cut people off from their old ways. If you’re traditionally the “gatekeeper” or “order filler” of requests for images, logos, videos and marketing collateral, stop fulfilling requests using old methods. More importantly, show those requesters how they can get the materials they need on their own without interrupting your day-to-day core marketing operations. Much like the saying “teach a man to fish…” the same applies in today’s complex, resource-intensive business environment.” [Read More]

This is definitely an effective tactic, but I would also contend that vendors need to be responsive to user’s needs and possibly be willing to investigate why users are not engaging with the system – it’s not a one way street.  However, Widen make some cogently argued points and their recommendation to report results and use social networking tools makes sense for those organisations that encourage their staff to use these more progressive methods.  It’s refreshing to see a vendor actively discuss this complicated issue rather than taking a typical technologists approach that all they need to do is dump product on a group of users and leave it for them to figure out how to get ROI from it.

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