Mersive Technologies | Senior Manager, Creative | 2020-2023
Streamlining Creative Asset Management and Maximizing ROI with DAM
The implementation of a Digital Asset Management (DAM) platform, spearheaded by Ciara, transformed the way Mersive managed its creative assets. By leveraging Brandfolder, Ciara was instrumental in centralizing digital assets, optimizing marketing efforts, and significantly impacting the business's bottom line.
Challenge
In a rapidly digitalizing market landscape, managing a plethora of digital assets efficiently poses a significant challenge. Ciara was tasked with establishing a Digital Asset Management (DAM) platform from scratch for a company struggling with decentralized asset management, inconsistent branding across channels, and inefficient resource allocation in marketing efforts.
Objectives
Centralize Digital Asset Management: Create a unified repository for all digital assets to streamline access and management across departments.
Ensure Consistent Branding: Leverage the DAM platform to maintain brand consistency across multiple marketing channels.
Optimize Marketing Resource Allocation: Utilize insights and analytics from the DAM to assess the ROI of creative assets and reallocate resources effectively.
Drive Business Impact: Improve the efficiency of marketing strategies and campaigns to enhance overall business performance.
Approach
Platform Selection and Integration
Choice of Brandfolder: Ciara selected Brandfolder for its robust capabilities in managing and analyzing digital assets.
Cross-Departmental Engagement: Facilitated discussions and workshops to ensure the platform met the diverse needs of marketing, sales, and other departments.
Training and Onboarding: Implemented a comprehensive training program for over 75 internal users, ensuring adept use of the platform's features.
Data-Driven Asset Management
Analytical Insight Gathering: Deployed the DAM’s analytics tools to monitor download rates, user engagement, and asset performance.
Strategic ROI Analysis: Assets were evaluated for their impact on marketing goals, leading to strategic decisions on content creation and deployment.
Results
Increased User Adoption: Successfully onboarded over 75 internal users, making the DAM platform the central hub for digital assets.
Brand Consistency Achieved: Enhanced brand uniformity across marketing and sales initiatives, reinforcing the company’s market identity.
Resource Optimization:
Achieved a 30% reduction in unnecessary asset production, significantly lowering production costs.
Reallocation of marketing resources led to a 25% improvement in marketing ROI.
Business Impact:
A 70% increase in engagement metrics for marketing content, indicating more effective asset usage.
Direct contribution to a 15% uplift in lead generation activities, bolstering the company's sales funnel.
Conclusion
Under Ciara’s leadership, the strategic implementation of a DAM platform addressed critical challenges in digital asset management, ensuring brand consistency and optimizing marketing efforts. The project's success, evident through significant improvements in user adoption, marketing ROI, and business impact, underscores the value of integrating digital asset management with strategic business objectives.