DAM Integration: Successful System Implementation

Welcome to our comprehensive article on implementing a digital asset management (DAM) system. If you've ever struggled with managing a multitude of digital files, you know how overwhelming and time-consuming it can be. This is where a DAM system comes in. It's the solution to efficiently organise, store and make easily accessible all your digital assets - be it images, videos, documents or other files.

As a specialised service provider, we have developed our own enterprise DAM, TESSA DAM, which is precisely tailored to the needs of modern companies. In this article, you will learn everything you need to know about introducing a DAM system: from the basic functions and benefits to the implementation process and practical tips for a successful integration.

Join us on this journey and discover how our DAM system can revolutionise your workflows. Have fun reading!

Why implement a DAM? What goals do you aim to achieve?

E-commerce increasingly dominates commerce, requiring more images, illustrations, and other media formats for successful marketing. Thus, the efficient management of digital content is becoming an ever-greater challenge. Whether dealing with images, videos, documents, or other files—the volume of digital assets continues to grow. This is where a Digital Asset Management (DAM) system like our TESSA DAM comes in. But why should you implement a DAM, and what goals can you achieve with it?

Increasing efficiency and saving time with DAM

A DAM system, such as our custom-developed TESSA, allows you to centrally store and organize all your digital content. This leads to significant efficiency gains, as you no longer have to spend a long time searching for specific files. With intelligent search functions and metadata, you can quickly and easily find the files you need, saving valuable time that you can use for other important tasks.

Ensuring consistent brand communication

Another important goal of implementing a DAM system is to ensure consistent brand communication and branding. With TESSA, you have control over the use of brand resources and ensure that the latest and approved versions are always used. This helps you create a consistent brand experience and avoid misunderstandings or mistakes that could arise from using outdated files

Cost reduction through DAM systems

By centrally managing and easily accessing digital assets, processes are optimized, thereby reducing costs. You avoid duplicate work and redundancies, leading to more efficient resource utilization. Additionally, external service providers or partners can directly access the necessary files without you having to manually provide them each time.

Enhanced security and control

With a DAM system like TESSA, you also gain improved security and control over your digital content. You can assign access rights individually and specify exactly who can view or edit which files. This reduces the risk of data loss or misuse and ensures that confidential information remains protected.

Improved collaboration

A DAM system promotes collaboration within your team and with external partners. The central platform allows all participants to access the necessary files and work on them together. Comments, versioning, and approval processes facilitate coordination and ensure smooth communication.

Scalability and future-proofing

Digital Asset Management systems are designed to grow with your business. TESSA offers the flexibility and scalability you need to meet increasing demands in the future. Regardless of the size of your data volume or the complexity of your requirements, the DAM system adapts to your needs.

What steps should you consider when implementing a DAM?

After learning about the benefits and motivations for implementing a Digital Asset Management (DAM) system, we would like to guide you through the essential steps of implementing such a system. The implementation of a DAM requires careful planning and execution to maximize its benefits. Here are the steps you should consider:

1. Needs analysis and goal setting

Start with a thorough needs analysis. What challenges do you want to address with a DAM system like TESSA? Define clear goals you want to achieve, such as reducing search times, ensuring consistent brand communication, or improving collaboration. Also, analyze which assets or media types you use in your company and which might be added. It's important to consider the target systems where your assets—images, drawings, videos, documents, etc.—will be used. You might be planning additional media formats for the coming years.

2. Selecting the right DAM System

Choosing the right DAM system is crucial for success. Our TESSA system offers numerous features and customization options that can flexibly adapt to your specific needs. Compare various providers and see which solution best suits your requirements. A criterion here is also the interaction with PIM systems like Akeneo and database publishing tools like InBetween.

3. Planning and project management

Detailed planning is essential. Create a project plan that includes all important milestones and tasks. Define responsibilities and ensure that all involved parties are informed about their roles and tasks. Good project management helps you keep track and successfully implement the project.

4. Data migration and integration

A crucial step is migrating your existing digital content into the new DAM system. Ensure that all relevant files are correctly transferred and that metadata is complete and consistent. Also, check the integration of the DAM system with your existing tools and systems to ensure a smooth workflow. You should also decide on the desired or necessary level of automation. The rule is: the more clearly and consistently your assets are named, the easier automation can occur.

5. Defining user roles and access rights

Determine who in your company should have access to which content. Define user roles and access rights to ensure that confidential information remains protected and only authorized persons can access certain files.

6. Training and change management

Introducing a new system often requires changes in workflows. Plan training sessions for your employees to make it easier for them to use the new DAM system. Good change management helps minimize resistance and increase acceptance of the new system.

7. Testing and fine-tuning

Before the system goes live, conduct extensive tests to ensure that everything works smoothly. Identify potential sources of errors and correct them. Careful fine-tuning can prevent future problems and improve user-friendliness.

8. Launch and ongoing optimization

Now it's time: the system is launched and integrated into daily operations. Ensure that the transition is as seamless as possible. After the launch, it's important to continuously monitor and optimize the system. Gather feedback from users and use it to further improve the DAM system.

What sources of digital assets do you have?

After learning about the fundamental steps for implementing a Digital Asset Management (DAM) system, let's delve into the various sources from which you can obtain your digital assets. Knowing these sources is crucial to optimize the use of your DAM system and always have access to the necessary resources. Here are the main sources of digital assets:

Internal sources

Own Productions: Many digital assets are created directly within your company. This includes photoshoots, videos, graphics, and documents produced by your internal teams. These assets should be properly named, regularly updated, and stored in your DAM system.

External agencies and service providers

Advertising Agencies: Many companies collaborate with external advertising agencies to create marketing materials. These agencies often provide high-quality images, videos, and graphics that should be stored in your DAM system. For this, appropriate pathways into the DAM must be established.

Freelancers and Creatives: Freelancers and creative professionals can also be valuable sources of digital assets. They often provide customized content tailored specifically to your needs.

Producers of Digital Objects: Many companies now require 3D objects for their products or data objects like those for BIM (Building Information Modeling). Ideally, these service providers should be connected via automated interfaces.

Suppliers

Supplier Data: If you operate in the B2B sector or retail, you may receive digital assets from your suppliers or partners. These can continuously arrive, relate to specific requests or individual projects, and should also be well-organized and easily accessible.

Stock photos and content platforms

Stock Photos: Platforms like Shutterstock, Getty Images, or Adobe Stock offer a vast selection of royalty-free images, videos, and graphics. These resources are particularly useful when you need high-quality content quickly and don't have the time to create your own assets. However, licensing conditions must be observed and stored in your DAM to ensure legal compliance.

Content Platforms: There are also specialized platforms for specific types of content, such as music, sound effects, or fonts. These can be valuable additions to your DAM system and help you create diverse and engaging content. Licensing conditions must also be observed and stored in your DAM for these resources to ensure everything runs legally.

Social media and user-generated content

Social Media: Content created and shared on your social media channels can also be valuable digital assets. A DAM system allows you to efficiently collect, organize, and reuse these contents.

User-Generated Content: Content created by your customers or followers can be authentic and compelling additions to your marketing materials. Ensure you obtain the necessary rights and permissions before using this content, handling it similarly to stock photos.

Archival and historical data

Archival Material: Historical data and archival materials can be particularly valuable if you want to present a consistent brand history. These materials should be carefully digitized and stored in your DAM system.

Documentation and Reports: Reports and documentation from the past can also contain valuable information and content. These should be regularly reviewed and updated.

Partners, collaborations, institutions

Business Partners: Content from business partners, suppliers, or other collaborators can also be a valuable source of digital assets. These materials might involve joint marketing campaigns or product collaborations.

Industry-Specific Platforms: Many industries have specialized platforms and databases that provide relevant content and information. These can be a valuable supplement to your own digital assets.

Institutions: With the increasing digitization of public administration, there are more and more documents and certificates you may need to retrieve and provide in large quantities. Examples from the electrical sector include Energy Labels and EPREL (European Product Database for Energy Labelling).

External Service Providers

Agencies and Freelancers: Many companies collaborate with external service providers such as advertising agencies, photographers, video producers, and graphic designers. These external partners contribute to the procurement and creation of high-quality images and documents and often require access to the DAM system to seamlessly integrate their work into internal processes.

Partner Companies: Suppliers, business partners, and cooperation partners can also be sources of digital assets. They often provide shared content such as logos, product images, or marketing materials.

What types of assets do you have?

Now that you're familiar with the different sources of digital assets, let's explore the various types of assets you can manage in your Digital Asset Management (DAM) system. The diversity of digital assets is vast, and it is crucial to categorize and manage them correctly to optimize their use. Here are the main types of digital assets you can organize in your DAM system, such as TESSA:

Images and graphics

Photos: These are among the most common digital assets. They can include various product photos (main photos, detail photos, perspective photos, mood photos, action photos, etc.), event images, employee photos, or other visual content. Good naming, organization, and tagging are crucial to quickly finding them.

Illustrations and Vector Graphics: Graphics often used in marketing materials, presentations, or websites. Pure vector graphics have the advantage of being scalable without loss of quality (note that even vector graphics can contain pixel elements that are not scalable).

Logos and Brand Assets: Logos, color palettes, and other visual brand elements must always be up-to-date and easily accessible to ensure consistent brand presence.

Videos and animations

Promotional Videos and Product Clips: Videos are a powerful communication tool and can be used in various ways, from advertising to product presentations and training videos. They are increasingly important for SEO on marketplaces like Amazon.

Animations and Motion Graphics: These visual contents are particularly useful for explainer videos, presentations, and interactive media. They require special formats and metadata for management.

Audio files

Music and Sound Effects: These can be used in videos, podcasts, presentations, or other media. Detailed tagging by mood, tempo, and usage purpose makes finding and selecting easier.

Voice Recordings: Interviews, podcasts, audiobooks, or other voice recordings are also digital assets and should be carefully categorized and transcribed to make the most of them.

Documents and Texts

Manuals and Product Datasheets: Especially for companies with many products, instruction manuals, assembly guides, disposal guides, and product datasheets present real challenges in production and management. Our TESSA DAM is an almost indispensable tool here.

Reports and Whitepapers: These written contents can contain valuable information and analysis and must be easily accessible and searchable.

Presentations: PowerPoint or Keynote presentations are frequently used assets that need to be well-organized and versioned to ensure they always contain current content.

E-Books and Articles: Digital publications such as e-books, articles, and blog posts should also be managed in the DAM system to distribute and reuse them effectively.

Design files

Adobe Creative Cloud Files: Files from Adobe Photoshop, Illustrator, InDesign, and other Creative Cloud applications. These files are often large and complex and require special management and versioning. A DAM is especially helpful in international collaboration.

CAD and 3D Files: In certain industries, such as architecture or product design, CAD and 3D files are crucial assets that pose particular storage and data management challenges.

Who in your company is involved in the acquisition and creation of images and documents?

Now that you have an overview of the different types of digital assets, it’s important to understand who in your company is responsible for the acquisition and creation of these contents. Managing digital assets requires a coordinated team that works closely together to ensure all needed resources are available on time and in high quality. Implementing a Digital Asset Management (DAM) system like our TESSA should lead to optimization effects in your company. Many of your colleagues will have less to do in the future – but unfortunately, there will also be some whose workload will increase. Here are the key roles and departments that may be involved in this process and that you should be aware of:

Marketing department

Marketing Managers: Marketing managers are often the driving force behind the creation and acquisition of images and documents. They develop campaign strategies and require specific content to implement them. They work closely with designers and content creators to ensure that marketing materials comply with brand guidelines.

Content Managers: Content managers are responsible for creating and managing content. Often, photographers are employed for this purpose. They plan and coordinate the production of images and videos, ensuring these contents are delivered on time and in the desired quality, such as with clean cutouts. Because they handle the largest volume of assets, they often become key users of DAM systems.

Design and creative team

Graphic Designers: Graphic designers are responsible for creating visual content such as graphics, infographics, banners, and social media posts. They often work with tools like Adobe Creative Cloud and need access to up-to-date images and brand assets to create consistent and appealing designs. In international corporations, they work with colleagues worldwide, making asset sharing a challenge that the DAM helps to overcome.

Video Producers: Video producers create and edit video content. They are responsible for storyboarding, filming, and editing videos, needing access to raw footage and archive material to produce high-quality videos. Important: Raw footage is not stored in the DAM. Only the finished video is stored there.

Technical documentation

Documentarians: They create manuals—operating manuals, assembly instructions, disposal instructions, etc.—and are usually responsible for product data sheets or datasheets.

Technical Draftsmen: They create scale drawings of products, exploded views, installation diagrams, etc.

IT and data management

IT Managers: IT managers play a crucial role in the implementation and maintenance of the DAM system. They ensure that the technical infrastructure is in place to store and manage large amounts of data on-premise and that the system is secure and accessible. TESSA can operate this way or as a cloud system. Together with them, the topology of product and asset data flows in the company should be documented to avoid pitfalls during implementation.

Data Managers: Data managers are responsible for ensuring the integrity and quality of stored data. They handle tagging, metadata management, and the archiving system to ensure that all digital assets are easily searchable and correctly categorized.

External service providers

Agencies and Freelancers: Many companies work with external service providers like advertising agencies, photographers, video producers, and graphic designers. These external partners contribute to the acquisition and creation of high-quality images and documents and often need access to the DAM system to seamlessly integrate their work into internal processes.

Partner Companies: Suppliers, business partners, and collaborators can also be sources of digital assets. They often provide shared content such as logos, product images, or marketing materials.

Corporate communication

PR Managers: PR managers are responsible for creating and distributing press releases, corporate reports, and other communication materials. They need access to a wide range of images and documents to do their job effectively.

Social Media Managers: Social media managers create and manage content for various social networks. They regularly need updated images and videos to create engaging and relevant posts.

What are the target systems for your assets? Where should images and documents be placed and used?

Now that you know the various roles and departments involved in acquiring and creating images and documents, it’s time to look at the target systems where these digital assets should be placed and used. Efficient utilization and placement of your digital content are crucial for the success of your marketing and communication strategies. Here are the main target systems and uses for your assets:

Company Website

Product Pages and Catalogs: High-quality images and detailed product descriptions are essential to convince potential customers. Your company website should have well-structured and appealing product pages filled with the latest images and information.

Blog and News Section: Regular updates and interesting content on your blog can help increase visitor numbers to your website. Images, infographics, and videos enrich the texts and make them more engaging.

Landing Pages: Special landing pages for marketing campaigns or product launches require carefully selected and optimized assets to effectively communicate the desired message.

Marketplaces and industry systems

Marketplaces: Nowadays, many manufacturers sell a significant portion of their production through marketplaces like Amazon, eBay, OTTO, or even Conrad. Hotels work with platforms like Booking.com. High-quality images, drawings, and documents need to be placed there.

Industry Systems: Through industry systems like OpenDatacheck or Veloconnect, retailers can retrieve product data and assets. For manufacturers, it’s essential to be represented with high-quality material.

Social media

Facebook, Instagram, Pinterest, TikTok, Bluesky: Visual content is the key to successful social media posts. Images, videos, and graphics should be regularly updated and strategically used to increase reach and engagement.

LinkedIn: Professional images and documents, such as whitepapers or case studies, are ideal for LinkedIn to position your company as an industry leader.

YouTube & Vimeo: YouTube & Vimeo are ideal platforms for video content. Ensure that your videos are well-produced and optimized to achieve maximum visibility and engagement.

Email marketing

Newsletters: Regular newsletters with appealing images and well-structured content help keep your customers informed and engaged with your company.

Campaign Emails: Visual elements in email campaigns can significantly increase click rates and engagement. Make sure the images are well-compressed to minimize loading times.

Print media

Brochures and Catalogs: Even in the digital age, printed materials like brochures and catalogs are important. High-resolution images and well-designed layouts significantly contribute to the quality of these materials. With a DAM, you can automatically integrate images into these documents.

Business Cards and Stationery: Consistent and professional designs for business cards and stationery support brand identity and recognition.

Presentations and events

PowerPoint Presentations: Well-designed PowerPoint slides with appealing images and graphics are essential for internal meetings, client presentations, or conferences.

Trade Shows and Events: Large-format prints, roll-ups, and other visual materials are crucial for a successful trade show presence. They should clearly and appealingly communicate your brand message.

Internal communication and training

Intranet and Internal Platforms: Images and documents used for internal communication and training should be easily accessible and well-organized. These facilitate knowledge sharing and collaboration within the company.

Training Videos and Manuals: Training videos and manuals are valuable resources for employee development. They should be well-structured and easy to understand.

How should you adjust your processes when implementing a DAM?

The circle is slowly closing. We have already mentioned the potential for process optimization through the implementation of a DAM system. Implementing a Digital Asset Management (DAM) system like TESSA offers numerous advantages but also requires adjustments to your existing processes. Careful planning and execution of these adjustments are crucial to fully leverage the benefits of the DAM system. Here are the key steps to optimally adjust your processes when implementing a DAM:

Analyzing existing processes

Inventory: Start with a thorough analysis of your current processes for managing digital assets. Identify weaknesses and bottlenecks that the new DAM system is intended to address.

Goal Definition: Define clear goals you want to achieve with the DAM system. These could include reducing search times, improving collaboration, or ensuring consistent brand communication.

Process optimization and standardization

Workflow Optimization: Analyze and optimize your workflows to ensure they align with the new features and capabilities of the DAM system. Standardized processes help increase efficiency and minimize errors.

Automation: Utilize the automation features of the DAM system to simplify recurring tasks—even though structured naming of your assets requires some initial effort. This could also include automatic tagging of images or notifications of new uploads.

Integration with existing systems

System Integration: Ensure the DAM system integrates seamlessly with your existing tools and platforms. This could include integration with e-commerce systems like CommerceTools, Spryker, Shopware, or OXID, content management systems (CMS), social media tools, or email marketing platforms.

Data Migration: Carefully plan the migration of your existing digital assets into the new DAM system. Ensure that the assets are correctly named and that metadata is accurately transferred to maintain consistent data structure.

User Roles and Access Rights

Role Distribution: Define clear user roles and access rights to ensure that only authorized persons can access certain content. This enhances security and protects sensitive data.

Training: Train your employees in using the new DAM system and the corresponding processes. Good training facilitates the transition and increases acceptance of the new system.

Monitoring and continuous improvement

Monitoring: Implement a system for continuous monitoring and analysis of the DAM system's usage. Gather feedback from users and identify potential areas for improvement.

Adjustment: Be prepared to continuously adjust and optimize your processes based on insights and feedback from daily use of the DAM system.

What Challenges/Obstacles Arise When Implementing a DAM System?

Implementing a Digital Asset Management (DAM) system like TESSA brings many advantages but can also present some challenges and obstacles. We don't want to hide this from you. It is a topic that seamlessly follows the process optimization. To successfully overcome these challenges, it is essential to be aware of potential difficulties in advance and to plan appropriate measures. Here are the main challenges that may arise when implementing a DAM system:

Acceptance and willingness to change

Resistance to Change: Employees are often accustomed to existing workflows and may initially resist the introduction of a new system. It is important to clearly communicate the benefits and improvements that the DAM system brings and to involve all stakeholders early in the process. Visible results throughout the process can also be helpful.

Training Needs: Implementing a new system requires training to ensure that all users are familiar with the functionalities and workflows of the DAM system. Allocate sufficient time and resources for comprehensive training programs. Identify key users who can build knowledge and serve as points of contact within the company.

Technical challenges

System Integration: Integrating the DAM system into the existing IT landscape can be complex. Interfaces need to be established with other systems such as content management systems (CMS), ERP systems, or social media platforms. Close collaboration with the IT department and the providers of the involved systems is essential. At EIKONA Media, we are particularly flexible and can easily integrate our DAM TESSA into existing structures.

Data Migration: Migrating existing digital assets into the new DAM system can be time-consuming. This has been previously mentioned. Naming assets properly to ensure they can be automatically processed later can be a challenging task. EIKONA Media is happy to assist in this area.

Organizational challenges

Process Adjustment: Implementing a DAM system often requires adjusting existing processes. This may require additional time and resources to ensure that all workflows are optimally aligned with the new system.

Roles and Access Rights: This has also been previously discussed. Defining roles with colleagues can be tricky. However, clear definitions have the potential to avoid future disputes.

Costs and budget

Initial Costs: Implementing a DAM system involves high initial investments, including licensing fees, implementation costs, and training expenses. Accurate budget planning and a clear presentation of the expected ROI (Return on Investment) are therefore important.

Ongoing Costs: In addition to initial costs, there may also be ongoing costs for maintenance, support, and regular updates. These should be considered in the budget planning.

Data security and compliance

Security Requirements: A DAM system must meet high-security standards to ensure the confidentiality and integrity of the stored digital assets. This includes protection against unauthorized access, data loss, and cyberattacks. Our TESSA meets the highest standards and is constantly updated to meet the latest security requirements.

Compliance: Depending on the industry and region, different compliance requirements may apply when implementing a DAM system. This includes data protection regulations and regulatory requirements.