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How Digital Asset Management Can Transform Your Brand Storytelling

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Marketing involves many, many moving parts. They all have to come together to tell a story about your brand — the story that you want and need to tell.

In the old days, it was easy. Your marketing techniques consisted primarily of flyers and phone calls. Now you have to juggle multiple channels, both online and off.

Thankfully, we have tools that can help you transform your brand storytelling.

What is Digital Asset Management?

A vital tool for marketing teams is digital asset management (DAM).

Digital asset management is used to store and track any digital assets you can use in your marketing endeavors. This includes graphics, photos, video segments, and audio files.

This way, you can slot in a previously written blog post and add a new photo of your store, your logo, and so on. Digital asset management stores all of these things in one centralized location.

It also tracks restrictions (like the license on that stock photo you bought), credits/ownership, and other related information. Using a digital asset management platform like Welcome, you can ensure that everyone on your team has access to the assets they need for every campaign, regardless of channel.

A good marketing DAM will output the product you are working on directly to the required channel, whether it’s your website, social media accounts, printer, or newsletter. And never fear — it will also allow for final approval.

DAM is essentially about making sure that you know what assets you have and can use them to create marketing products that sing.

Why Do You Need Digital Asset Management?

Digital asset management can be an incredible tool for marketers.

One of the most significant issues in modern marketing is that you have so much to deal with at once. You’re constantly making digital, multi-channel products that might go out in formats ranging from an old-fashioned print newsletter to a podcast to a social media ad.

Digital asset management can help your brand storytelling by:

  • Allowing for the modular reuse of digital material — 71% of marketers say it’s crucial to be able to repurpose and track assets easily.
  • Making it easier for your team to generate marketing materials quickly and efficiently
  • Avoiding duplication of effort — for example, when hunting stock photos, you can store any relevant ones, which will then be readily available to the rest of the team.
  • Sending materials out to digital marketing channels automatically.
  • Tracking the origin and history of every single asset so you can keep track of rights and restrictions, track how old an asset is, and so on.
  • Easily creating templates to improve efficiency further while encouraging brand compliance.
  • Improving collaboration, especially for team members working remotely.
  • Tracking the use of assets to determine their effectiveness, thus avoiding over-use.
  • Providing advanced search capabilities so you know exactly what you have (and don’t have) and can find assets quickly.

You need digital asset management because you should spend time designing your campaigns instead of hunting for yet another photo or spending hours on newsletter layout.

You need it because it helps keep all your marketing efforts focused and in compliance with your brand’s appearance and voice.

You need it because it lets you track how you use the content and material you acquire so you know what is paying off and what is not.

Populating Your Digital Library

The first step of properly leveraging DAM is to propagate your digital library.

This process is lengthy and ongoing. You’ll always be adding material, but you need to put together your initial “seed,” as it were, from which your DAM tree will grow.

Do this with your brand story always in the back of your mind. Search for assets that take your story back into the past and give it a coherence that makes it look like it is what you always had in mind, even if it isn’t.

Start by thinking about what you already have that needs to go into the system. Here are a few examples:

  • Your company’s logo
  • Any templates you have used for your mailing list in the past
  • Photos of your business, product, and team members
  • Copies of past marketing materials from which you may be able to pull content for reuse
  • Team bios
  • Instructional videos on how to use your product or service

You will probably find you have a lot of digital assets, likely more than you thought. Get your team together and brainstorm to ensure all your bases are covered.

Then look for gaps.

Do you have good photos of your storefront? If not, time to get some more (and always consider hiring a professional photographer unless your team has a very skilled amateur).

Does every key member of your team have an up-to-date bio? Do you have a good newsletter template that isn’t proprietary to the mailing list software you just stopped using?

Always cast a wide net to get as many assets as possible into your system. It’s better to include things you don’t need than to spend time hunting down something you forgot you had.

You may be surprised what will fit your brand story that you didn’t know even existed.

Curate Your Assets

Once you know what you have, it’s time to get rid of what you don’t need.

Some of your marketing materials may be obsolete because they feature the wrong color scheme or wrong phone number. Or, they just might not fit with the story you are trying to tell about your brand right now.

In some cases, you may be able to salvage specific parts of these assets, like photos from an old newsletter. Other assets might need to be gotten rid of altogether.

Make sure that everything you keep fits in with your brand story. Removing elements that are out of place or that fit a story you once wanted to tell will help keep your team focused.

By archiving (not deleting) these assets or simply not including them in the system, you can eliminate the risk of them being accidentally used and thus propagating inaccurate information.

Other assets might be removed from the system simply because of their quality. While old photos can support the history of your business, low-quality images might make it look like you can’t afford a decent photographer — or a decent camera.

Once you have gone through these processes, you will have your initial pool of assets. Now it’s time to store them properly.

Choose Your Digital Asset Management System

The next step is to find the right DAM system to handle your assets. Start by thinking about what you have and what can best tell your story.

Most marketers will have assets in the following categories:

  • Images and graphics
  • Photos
  • Text
  • Video
  • Templates

Audio is less common, but systems that can handle video can typically handle audio. Make sure that your chosen system can handle all of the media types you need and any you think you might want to use in the future.

Make sure to future proof. For example, you might not have any audio files right now, but podcasts are hot. If you choose to start one, audio clips and snippets will be helpful.

Think about how you will take your brand story into the future and how you will stay both consistent and agile moving forward.

Changing systems can be a pain, so make your initial choice carefully to avoid having to migrate your database. On the same note, look for a system that makes importing your initial set of assets as easy as possible.

Make sure to choose a system that lives in the cloud and can be accessed from your office, home, or booth at the trade show.

Most importantly, your DAM software should be designed for marketers. Your unique needs should be considered at the design and build level.

This means that you need a system that allows proper access for your entire team. Everyone needs to be able to pull the assets they need to complete the task they are working on quickly and easily.

At the same time, the team members and contractors responsible for creating assets need to be able to put them straight into the system, properly sorted and ready for use.

The system must allow you to assign specific assets to specific teams and/or campaigns. It also needs to help you seamlessly insert your assets into products and generate the marketing materials you need.

It needs to track assets from creation onward in order to track utilization and ensure that rights are respected and credit is given where due.

It needs to allow for remote collaboration by being cloud-first and mobile-ready. It needs to provide access control to ensure less damage if a team member’s account is compromised.

Above all, you need to choose a DAM that stores your assets in a way that makes it easier for everyone on your team to tell a consistent story. Your brand storytelling needs a DAM system that properly supports it in today’s fast-paced world.

Welcome does all of that and more. Our marketing software supports all of your marketing needs, including integrated DAM.

Check out our website to learn more about how Welcome can help you.



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ActionIQ rebrands and launches CX Hub

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ActionIQ rebrands and launches CX Hub


Enterprise customer data platform ActionIQ has announced the launch of a new product, CX Hub. The company has also rebranded as AIQ. The CX Hub is designed as a set of modules offering self-service access to customer data, allowing users to build audiences and orchestrate experiences at scale.

After eight years of growth as a CDP serving B2C, media and other sectors, the changes represent a “new approach to our product and brand,” said CEO and co-founder Tasso Argyros in a release. The modular framework will ingest data from any source, integrate with any activation channel, and also allow components to be used with a third-party CDP.

The modules. CX Hub is comprised of four solutions:

  • Customer data platform.
  • Audience center.
  • Journey management.
  • Real-time CX.

The Hub is also designed to be accessible to business users with a friendly UI and extensive automation capabilities.


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Why we care. This is a significant development in the CDP space — a space that has been transforming rapidly, with many of the early established CDPs being acquired and ingested by more extensive suites such as digital experience platforms.

ActionIQ, one of the leading B2C CDPs, is now describing itself as “the leading CX solution.” It seems to be future-proofing itself by extending its capabilities across orchestration and execution channels, not by acquiring or building those solutions, but by seeking to provide modular integration between its (or a third-party’s) customer data management tool and orchestration and execution channels.

Sometimes we wonder how many independent, traditional CDPs will be left standing a year from now.

Read next: Deep changes in the CDP space


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update


Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Are you still using spreadsheets to manage your work? Take our poll

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Are you still using spreadsheets to manage your work? Take our poll


Earlier this year, revenue orchestration platform LeanData released a report suggesting that lead management remains a “heavily manual” process. Based on a survey of more than 1,700 sales, marketing and operations professionals, the results showed that, despite all the talk of digital transformation, the number two challenge for revenue teams was too many manual processes and not enough automation (the number one challenge was insufficient pipeline).

LeanData, which partnered with Sales Hacker, Outreach and Heinz Marketing in conducting the survey, is interested in that result, of course, because lead management is precisely the process they offer to automate. We were struck by the contrast with Scott Brinker’s recent statement that we are arriving at a post-digital-transformation era: “(C)ompanies are no longer planning to become ‘digital.’ They are digital.”

And then we got the results of our 2022 MarTech Career and Salary Survey. Among the surprising nuggets to be mined from our findings was that 77% of respondents identify spreadsheets as the tool they spend most time (10 or more hours a week) working with. That doesn’t mean that spreadsheets are a marketer’s most important tool, but it does suggest that manual processes remain a key part of daily life for marketing managers and staff.

We wanted to extend the opportunity to all our readers — B2B, B2C, agencies — to give us a reality check on spreadsheet use. MarTech is marketing, we like to say, and certainly today’s marketing is fundamentally data-driven and digital. But is it too soon to say that marketers are working in a digital and largely automated environment?

Download the 2022 MarTech Career and Salary Survey here


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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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