If All Roads Lead to Rome, The Path to Your DAM Shouldn’t Be a Diversion
This feature article was contributed by Andreas Michalski, CEO and Founder of CI HUB, as part of our editorial series on user adoption challenges within DAM
It’s said that dictionaries are descriptive, not prescriptive. They describe how a language was understood on the day of publication, but while the printed words stay the same, the language marches on. Before long, literally anything can change (even “literally”) and what was true one week, month or year ago can become inaccurate overnight.
When companies implement a new DAM system, the goal is usually to do one better. We often hear that a well-structured DAM should become the “single source of truth” for the company. But is this truly possible, and if so, for how long?
After all, it takes just one salesman to save every asset he needs to his desktop, and keep them for the next 3 years of pitches and presentations, for a new ‘truth’ to exist. Sometimes, an entire department rebels, perhaps under pressure to get things done by ‘hook or by crook’, and hoping to ask for forgiveness later rather than permission to create their own file system.
Kevin Groome astutely recognises that a rogue Dropbox or Google Drive “can effectively become parasites, siphoning off both the relevance and potency of your DAM and its assets.” For the unfortunate ‘defenders of the truth’ tasked with keeping everyone on brand, this can devolve into coaxing, cajoling, haranguing, policing and even surveilling colleagues.
Clearly, this isn’t the best use of anyone’s resources, particularly when a common goal of implementing a DAM is saving time lost to poor file management. What’s more, it comes at the cost of vital good-will, and leaves colleagues feeling coerced and scolded for ‘just trying to get their work done.’
So, how can companies ensure their DAM becomes a thriving content hub, that every department from sales to legal and admin want to use and update every day? Typically, tactics such as assigning a DAM Champion, creating comprehensive training, over-communicating and even gamification are proposed. These approaches are undoubtedly important, but I believe they don’t address a key issue to adoption: if the process of using your DAM interrupts the flow, adds complication, or creates any diversion on the path towards the end goal, people will inevitably try and find ways around it.
The Path to Your DAM Shouldn’t Be A Diversion
I believe a key is to meet people where they are, within their existing workflow. Rather than chastising the salesperson who just wants their files on their desktop, or shaming the rogue team with its secret Dropbox, companies should instead look to vendors who can offer access to their DAM right from their desktop, and can make access as easy as any cloud storage provider.
Enabling DAM access through a desktop app significantly reduces the barrier of entry for new users. There’s no need for onboarding or training when the user simply opens their Mac OS Finder or Microsoft Explorer to find their DAM waiting for them. Without the need to log in each time, hop between browser windows or download and reupload assets, even the most tech-averse team members can get started with ease.
Having the right integrations is equally important. Leading DAM providers are now going beyond just connecting to standard work applications such as Microsoft365 and the Adobe Creative Cloud, but also integrating DAM access into work management software such as Asana and Workfront. Creating a fully non-interruptive process for users will make DAM usage more intuitive, and creates a virtuous circle as more team members see the true value of the solution and begin using it.
A Change of Mindset
According to the Harvard Business Review, major technology installations fail about half the time. When it comes to DAMs, Ralph Windsor notes that, “user adoption is so difficult in part because it involves changing the mindset of all the staff and other stakeholders.” I would argue that if we instead change our mindset towards how team members can access their DAM, user adoption will naturally follow.
With the right tools integrated, a DAM can become the daily companion of each team member on their journey towards the goal, a resource they access with ease and actively update, rather than be like the dictionary on the shelf; a record of what once was that now just gathers digital dust.
About Andreas Michalski
Andreas is the Founder and CEO of CI HUB, a
You can connect with Andreas via his LinkedIn profile.
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