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The case for companywide enterprise digital asset management

Author

Listed:
  • Anderson, Preston

    (Marriott International, USA)

  • Phillips, Jonathan

    (Marriott International, USA)

Abstract

Digital media management systems have become critical to the successful implementation of brand expression programmes and brand marketing campaigns. Marketing and IT leaders increasingly need these systems to become the single point of truth for media assets. They need enterprise digital asset management (DAM) to solve big problems around accessibility to media across platforms and channels. The successful management of platform access to media assets enables marketers to safeguard, leverage and reuse their most prized assets. Getting these actions right positions marketing campaigns for success and leads to an effective return on investment on these assets. This presumes that usage of the DAM system is good and consistent across all content contributors. Strong DAM adoption across the enterprise sets the foundation through which excellent marketing execution can be realised. This paper explores the goal of strong enterprise DAM adoption and takes a deep look at what this means and how it can be done in a highly variable and decentralised environment with an unsophisticated user community.

Suggested Citation

  • Anderson, Preston & Phillips, Jonathan, 2020. "The case for companywide enterprise digital asset management," Journal of Digital Media Management, Henry Stewart Publications, vol. 9(1), pages 6-21, September.
    • Handle: RePEc:aza:jdmm00:y:2020:v:9:i:1:p:6-21
    as

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    More about this item

    Keywords

    adoption; launch; UX; buy-in; branding; workflow; enterprise; consolidation; stakeholder; measurement; strategy;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

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