As enterprises increasingly rely on rich content to fuel their marketing efforts, many are turning to digital asset management technology solutions to help them manage rich content resources effectively. DAM is now a critical component of the marketing technology ecosystem, but many firms are not reaping the full benefits that a robust DAM solution can provide.
In a recently published report, Forrester Research asserts that many enterprises fail at their DAM implementation because they do not provide sufficient funding, or because they choose the wrong solution, or because they don’t gain and maintain sufficient user adoption. Forrester also contends that some enterprises fail with DAM because they don’t create and then execute an effective implementation plan.
Forrester argues that there are three fundamental attributes of an effective DAM implementation plan:
- The DAM implementation team should include both business (usually marketing) and technical stakeholders, and the team should be led by the individual who will serve as the DAM administrator after implementation.
- In most cases, the plan should be based on a phased implementation, rather than a “big-bang rollout.” A phased implementation allows the team to use agile methodologies, gather feedback from DAM users along the way, and adapt the plan based on that feedback.
- The plan should be based on an understanding of how the DAM solution will fit into the enterprise’s marketing technology ecosystem. This enables the implementation team to anticipate where software integrations are needed and develop a road map for those integrations.
At ADAM, we’ve long advocated the use of a phased approach to DAM implementation. As Forrester indicates, one big advantage of a phased approach is that it enables the team to adapt the configuration of the DAM solution based on user feedback.
There are a number of ways to implement a DAM solution in phases, and the specific approach should be chosen based on the business needs and organizational structure of the enterprise. Whenever possible, it’s also important to use an approach that will enable the enterprise to realize some meaningful benefits as early in the project as possible. These “early victories” will help the implementation team to maintain the commitment of senior enterprise leaders and generate interest among the larger community of potential users.
To help our new customers experience faster and more efficient DAM implementations, ADAM developed the ADAM Deployment Cook Book, which provides a detailed road map for a successful DAM implementation. While the Cook Book was created specifically for the ADAM solution, the principles and processes it describes apply to any DAM implementation.