The Impact of DAM and Why DAM Should be a Priority For Enterprises

ANNE GRETLAND-01
Anne Gretland

“Like all solutions and systems, enterprises need to have a workflow that they can agree on. Introducing DAM, or even a CRM or ERP system, is dependent on a collaborative process on how to use the system with dedicated owners,” says Anne Gretland, CEO, Fotoware in an exclusive interview with EnterpriseTalk.

ET Bureau: What can enterprises do to manage their digital assets better in order to leverage them for growth in these times?

Anne Gretland: As content creation is growing at a rapid speed in all industries, the need for having one place to organize and access all types of files at the right time is crucial for any organization and its employees. Valuable time is saved by having all assets in a central repository where everyone can find them. Furthermore, a system that can offer automated ways of working with digital assets, such as workflows based on metadata, is increasing productivity and efficiency even further.

More and more companies see the competitive advantage of having control over their digital assets and getting their rights management, GDPR and asset flow sorted out. Controlling digital assets not only saves time, but it also saves money. For e.g., enterprises can time-limit stock images and shared images.

Read More: How Businesses Can Tackle Big Data Aggregation Conveniently

I want to emphasize the importance of cloud-based systems, as it gives customers the freedom to focus on usability in a safe and scalable manager. Since the beginning of March until now, there is an incredible increase in demand for software-as-a-service solutions since many are now working from home. Having a secure and scalable platform to work with digital assets is an investment that enterprises will see a positive ROI on.

ET Bureau: Why are enterprises failing to manage and secure their digital assets?

Anne Gretland: Like all solutions and systems, enterprises need to have a workflow that they can agree on. Introducing DAM, or even a CRM or ERP system, is dependent on a collaborative process on how to use the system with dedicated owners.

They must agree on an internal process with owners to make the most of their investment and use. The beauty of buying cloud is that this process is much simpler and more flexible. Investing in cloud-based systems for managing and securing digital assets can have a positive effect on enterprises.

ET Bureau: How can enterprises securely share their digital assets with multiple stakeholders?

Anne Gretland: Provide employees with the technology and tools that enable them to share digital assets with multiple stakeholders in a secure manner.

With the right technology and tools, sharing a digital asset, such as digital evidence, for example, can be done via a Digital Evidence Management system via a secure link. That way, only employees with correct credentials can access them, and, at the same time, the digital asset is stored on a secure platform.

ET Bureau: What are the effective ways that enterprises can use to accelerate and simplify the management of their digital assets?

Anne Gretland: I recommend investing in a Digital Asset Management system. According to Unit4, office workers spend 552 hours per year on repetitive tasks when they should be spending more time on creating new value for the company. To do this in the right way, both the right system and tools, in addition to the workflow enablement, matter.

For example, a marketing and communications department is responsible for communicating the company’s brand, and brand consistency is crucial. Having one central place to easily manage all brand assets, such as videos, images and graphics is essential.

Read More: How Businesses Can Tackle Big Data Aggregation Conveniently

The department also needs to keep control of image rights, GDPR in relation to image use, updated presentations, brand guidelines and more. A system that automates many of these workflows enables the marketing and communications department to focus more on value-driven activities instead of managing these things in more traditional and time-consuming ways.

Law enforcement should be able to spend most of their time-solving crime cases instead of spending time searching for digital evidence in different folders and servers. For retail and e-commerce businesses, having an efficient time-to-market process is a top priority. For example, having one place to connect all product images with the correct product codes, the correct e-commerce site in specific geographies and channels enabling them to bring products to the market faster and increase their revenue.

Using technology that is specifically developed for the acceleration and simplification of digital asset management is of great help and value when leveraged within an organization. Software as a Service (SaaS) technology can simplify tasks in a large number of ways.

For instance, think about how much time we spend on email communication about a specific logo or image and how many times digital files are sent back and forth via mail. A DAM system simplifies this process, as everything is tagged and easy to find in one central repository. Automated workflows enable companies to streamline many mundane tasks, such as approval processes and archiving of expired material.

ET Bureau: What role does Artificial Intelligence and Machine Learning play for enterprises to manage their digital assets?

Anne Gretland: In a recent study conducted by Fotoware, among our customers on Digital Asset Management trends, 75% of the respondents were unsure of when they would implement AI for managing their digital assets.

However, this depends on each industry. AI and Machine Learning is not sophisticated enough yet to recognize an object in an abstract art piece. For industries such as retail, automation through AI and Machine Learning already plays an important role. I believe the use of AI and Machine Learning can bring significant benefits to every organization when set up in the right way. It is about putting AI to the proper use in the right context.

Anne Gretland is CEO of FotoWare, a world-leading Digital Asset Management (DAM) company, which develops DAM solutions for customers in several industries worldwide. Anne has more than 20 years’ experience in the IT-industry, building technology solutions and business divisions. She is one of Norway’s 50 leading women in tech, and co-founder of the largest network for women working in Tech in the Nordics, “ODA”, which has more than 10,000 members.