Is Your Digital Asset Management Tool Right for Your Partners?
It’s time to take a good hard look at your Digital Asset Management solution — because Partner Marketing is more complex today than ever. There’s more pressure to increase speed to market, deliver high-frequency messaging, use data to achieve hyper-segmentation and create more personalized customer experiences. Even the most effective National-to-Local Marketing strategy can be derailed if your Partners don’t have the right tools to participate in your Brand’s local advertising campaigns. In fact, according to SproutLoud’s 2017 Channel Marketing Retrospective:
- 74% of Brands depend on their Partners to build local ads
- 72% of Brands use manual processes for ad customization
- 76% of Brands have staff dedicated to managing approvals on customized local ads
Most Brands say half their Partners don’t participate in Co-Op Advertising because it’s too difficult. And that’s a red flag. To determine whether your Partner Marketing tools and processes are too cumbersome, too antiquated or an outright deterrent to Partner participation, start by examining your Digital Asset Management (DAM) system. Upon closer scrutiny, many Brands discover that their DAM tool functions more like a vast, cavernous, disorganized warehouse instead of an easy-to-navigate, systematic library of local marketing assets. To begin evaluating your DAM, here are 10 important questions to ask:
1. Do your Partners complain — to your Brand Marketing team or your Field Sales reps — that they can’t find the assets they need for current campaigns?
2. Does your DAM have a search function? And how do Partners know which terms to search for?
3. Does your DAM tool allow your Brand Marketing team to create tags and assign them to individual assets and groups of assets?
4. Does your DAM allow your Brand to set permissions about which assets can be accessed and by whom, based on Partner tier, geographical location, campaign or type of tactic?
5. Can your Brand team set expiration dates on assets, images and campaigns based on copyrights, seasonal campaigns or limited-time promotions?
6. Are the “customizable assets” in your DAM basically PDFs that your Partners are expected to edit?
7. Is your DAM set up to work seamlessly with Ad-Building technology and dynamic templates that allow for more sophisticated and nuanced customizations?
8. Does your DAM allow certain images to be tied to text — such as headlines, captions or product descriptions — to ensure accuracy in messaging?
9. Does your DAM allow for Brand assets to only be used in Brand-compliant ways?
10. Is your DAM supported by a team of Local Marketing experts available to assist your Partners and your Brand Marketing team?
If your Digital Asset Management tool doesn’t measure up, it’s time to shop for a new solution. Rather than weed through all the single-point-solution DAM vendors vying for your business, consider the benefits of a comprehensive SaaS Channel Marketing Automation platform that combines:
- Advanced DAM functionality
- Ad Building technology
- Custom Ad Flexing — which allows ads to be resized without being rebuilt
- An integrated network of expert Marketing vendors — to ensure flawless, Brand-compliant campaign execution
- Flexible funding options, including Co-Op Advertising, claims and reimbursement, and instant funding
- Access to real-time analytics for data-driven decisions
All this becomes possible when everything from local ad creation to execution to fulfillment and reporting happens within the same controlled, measurable environment of a leading, comprehensive Channel Marketing Automation platform.
Elizabeth Vempala serves as Content Marketing Manager at SproutLoud. She is an award-winning journalist, who has worked for newspapers and magazines across the United States and abroad, in Israel, Jordan, Egypt and Italy. Elizabeth earned her journalism degree from the University of Missouri-Columbia and later earned a licentiate in sacred theology from the Pontifical University of St. Thomas Aquinas in Rome, Italy. While in Italy, Elizabeth spent several years teaching theology in both English and Italian to students from more than 90 different countries. Shortly after returning to the States, Elizabeth served as Managing Editor of Special Sections at the Sun-Sentinel in Fort Lauderdale, Florida. She has marketing experience in various industries, including news media, higher education, healthcare and technology.