Marketing Resource Management

How Digital Asset Management (DAM) Helps Your Marketing Team Manage and Distribute Assets

Limitations of Marketing Resource Management Systems

The purpose of a marketing resource management (MRM) system is to help marketing teams do their jobs more efficiently. Most MRM systems feature a wide variety of features that assist marketers in planning marketing activities. With an MRM system, you can develop marketing content, budget resources for marketing initiatives, and manage both digital assets and file information in one centralized location. Since the capabilities of MRM and DAM seemingly overlap, there’s often discussion about which system an organization should use. Here are a few ways that MRM and DAM are different, and why your large enterprise may need to incorporate both solutions.

MRM systems can complicate the creative process. Most MRM systems are built to provide a range of features that are helpful to marketers, although their complexity means sacrificing simplicity. Usability is important for the creative process because the more complicated a management system is to use, the harder it is to build brand assets in a quick, productive manner.

A digital asset is electronic content that has intrinsic value to your organization. As opposed to a file, which is any digital record. In other words, all digital assets are files, but not all files are digital assets.

Benefits of Managing Your Marketing Assets Using DAM

DAM is simple to use
Marketing teams will find it easier to build brand assets when they aren’t overwhelmed by a complex management platform. A DAM simplifies the process of storing, sharing, and organizing digital files. Your team members can learn how to use a DAM system quickly without needing extensive onboarding and ongoing training, especially if they have a limited user role.

Important management tools are built-in
Brand management, user controls, and version control features are all present in enterprise and cloud-based DAM solutions. These tools ensure that the right people are seeing your brand’s assets, at the right time. When you distribute your assets using DAM, you’re able to ensure brand compliance with approval processes, watermarks, and copyrighting. All of this can be done directly from your DAM application.

MRM Doesn’t Include Robust DAM

Most MRM systems do not offer robust DAM capabilities. Many MRM systems include features to manage digital assets, but their offerings aren’t as robust as DAM systems. When your team members use an MRM system to store and share digital assets, they’ll likely realize the shortcomings are ones that a DAM system can provide.

Getting Your Marketing Team On Board

Marketing teams can sometimes be hesitant to learn new management systems. Thankfully, many DAM systems can integrate with the publishing programs and other applications that your team already uses. The DAM system can streamline and improve a team’s preexisting workflow with a custom solution that works for all of your team members.

On the surface, there’s a lot of commonality between MRM and DAM systems. By digging a little bit deeper, it’s easy to understand how both MRM and DAM systems can play a role in an organization. MRM is great for planning marketing activities, aiding in creative production, and managing a marketing budget. A DAM system offers a repository for your digital assets and workflow solutions that make it easy for your organization to manage and distribute content.