A Digital Asset Management (DAM) workflow is a set of protocols and tools that combine to manage the lifecycle of digital assets aka images, videos, audio and other multimedia content. It is facilitated by software that is specifically designed to cater to the universal process marketers and creative teams use to produce assets. DAM workflow software draws teams to one centralized source of truth and delivers shipshape organization, scalability, reliability, collaboration and improved efficiency.
Interestingly, if you’re a marketer, you already have a digital asset management workflow – whether you know it or not. After all, it’s almost impossible to find a creative asset that isn’t digital these days. If you’re managing product images or distributing finished advertising material, you’re in the game. How effective your current process of management is can vary wildly. If you find it difficult to locate assets, share them or work out their provenance and usage, it’s likely you’re using a combination of share drives and emails with little to no automation. In 2024 that’s no way to fly.
Businesses are optimizing every molecule of their operations, and marketing departments are no exception. The size of the MarTech workflow and automation market is a testament to that. In 2024, the global marketing automation industry’s revenue will reach an estimated 8.23 billion U.S. dollars. That annual value is projected to more than double by 2032, surpassing 21 billion dollars. (Source: Statista). Furthermore, around 61% of marketers surveyed in 2023 expect an increase in their budget for marketing automation for the upcoming year (Source: Ascend2).
So while Digital Asset Management workflows make it easy to sort, store and share creative assets, they are increasingly leveraging automation and AI. These functionalities augment the process from strategy to ideation, proofing and markups, approvals, launch and post-analysis.
The benefits of end-to-end production management are not just the obvious ones – like visibility, the elimination of repetitive tasks and triple handling – but it also generates a wealth of intelligence about your assets and your processes.
We’ll take you through the typical stages of Digital Asset Management workflow software, as well as the benefits and how to find the solution that’s right for you.
But first up, let’s take a visual tour of what Digital Asset Management workflow software looks like.
Key Stages of a DAM Workflow
Here’s a breakdown of the key stages typically involved in a DAM workflow. It’s worth noting, not every digital asset in your library will follow this process from start to finish – for example, some assets are derived from pre-approved creative templates so do not need to go through rounds of rigorous checks and review. The steps below lay out the full spectrum of the system to demonstrate the software’s end-to-end capabilities.
1. Creative Brief
This is the beginning of the digital asset journey. The creative brief form triggers the commencement of a job or a task. All information and correspondence involved in the initial creation of the asset happens here. Whether it’s a one-off social post or a major campaign with hundreds of assets, this intake form:
- Captures all the necessary information and outcomes for the task
- Include automated legal considerations and disclaimers
- Sets milestones and budgets
- Allows you to link supporting documentation or existing assets
- Uses simple drag and drop for uploads
- Links to your Brand Guidelines portal
- Can connect to other current briefs
- Let’s you to add team members and make private or group comments
- Allows team members to approve briefs, budgets, timelines and fine print
- Automatically sets reminders
- Provides visibility on project progress and resource allocation
- Smooths internal and external collaboration throughout the entire process
- Manages creative assets – the working files and final compiled creative
- Managed budget approvals, timelines and attributes tasks
- Keeps track of versions and feedback
- Integrates with other design tools and marketing tech for seamless production
2. Creation and Submission
The creative process begins with a submission of the first draft of creative content. The content at this stage is usually in draft layout form, storyboard or script. It is generally submitted to the person who requested the work. It is this person who then takes the lead and traffics the content approval through the approvals process. Often this will include brand team members as well as legal if the regulatory parameters are not pre-set.
3. Review and Evaluation
Relevant stakeholders, including members of the creative team, legal experts, and other decision-makers, review the content. Each reviewer assesses the material based on the objectives written in the creative brief. This is an easy task as the request for approval happens from within the brief itself. Messaging accuracy, brand consistency, legal compliance, design quality, and alignment with strategic objectives are all evaluated. All proofing, markups and commentary takes place within the task brief which provides a visible and accurate record of feedback.
4. Production
Once concept approval has been given, photography, video capture, final art (or whatever the next step is for the particular medium) takes place. Digital Asset Management workflow software has the ability to connect to a wide array of commonly used third party apps used for content creation – such as Adobe and Getty Images. This means users can connect to their digital asset library without time consuming (and frustrating) downloads and uploads.
5. Feedback
Reviewers provide further feedback on the creative content, suggesting revisions or clarifications as needed. This stage often involves collaboration and communication between team members to address any concerns or improve specific elements of the content.
6. Revisions Made
Once each collaborator has reviewed the work, the creator then assesses each point, makes refinements and voices any objections to the requested alterations. They resubmit their work for what is hopefully a final round of reviews. One of the best things about Digital Asset Management workflows is that it allows you to compare previous versions side by side so you can easily check changes have been made.
7. Approval Decision
Once the necessary revisions are made, the content goes through a final round of approval. Decision-makers determine whether the content meets the established criteria and is ready for launch. Approval may be granted, or further revisions may be requested. This process is repeated until all stakeholders have approved the work. Users of Digital Asset Management workflow software report far fewer rounds of revisions thanks to thorough briefing up front, involving key decision makers early and greater visibility and accountability on feedback.
8. Documentation
A well-organized content approval process includes documentation of the entire review and approval journey. This documentation serves as a record of decisions made, feedback provided, and any changes implemented, ensuring transparency and accountability. This is particularly handy for future audits.
9. Launch
After receiving final approval, the creative content is deemed ready for publishing or deployment. It can then be released directly from your Digital Asset Management platform across various channels, such as websites, social media platforms, print media, and so on. When it comes to video files, closed captions can be added to video assets in the click of a button.
10. Storage
Once creative is approved, it, along with the working files, are added to the DAM system. This involves:
- Transferring asset to selected file
- Leveraging AI object and facial recognition to add metadata to the asset for easy identification and retrieval. (Metadata is simply data about your asset. It includes technical details and details relating to usage, location etc.)
- Checking assets meet quality standards
- Cataloging the asset into folders or collections
Tagging assets with relevant metadata such as keywords, descriptions, dates, and usage rights. - Applying consistent naming conventions and taxonomy (ie. classifying and categorizing)
11. Access and Retrieval
This critical step ensures users can easily find and access the assets they need. This involves implementing access controls and permissions to protect sensitive content and leveraging advanced search capabilities like filters, keywords, and AI tags. Digital Asset Management workflows allow you to transform downloads into multiple different file formats – for example, if the asset exists as a JPG and you need an PNG – no problem. It can also be instantly cropped to custom presets that suit your needs – for example, a web module banner.
12. Asset Usage and Distribution
Digital Asset Management workflows make it easy for team members to stay compliant. If a team member is drawing from the DAM, they will only be able to access current brand guidelines and approved assets. Not only that, Digital Asset Management workflow software makes it easy for users to share assets via links or downloads in any size or format available. They can also:
- Edit assets in bulk – such as resizing hundreds of assets at the same time
- Use AI to auto-crop those assets to a focal point without having to manually adjust each iteration.
- Enable sharing through direct links or integrations with other systems (e.g., CMS, social media platforms).
- Track asset usage and licensing to ensure compliance with legal and organizational policies.
13. Version Control and Editing
Managing different versions of assets and allowing edits while maintaining the original files is essential for obvious reasons. Digital Asset Management workflow software makes it possible to:
- Keep track of changes and edits made to assets
- Conduct basic editing and annotation within the DAM system
- Maintain version histories to revert to previous versions if needed
14. Archiving and Deletion
Digital Asset Management workflows don’t just take care of current assets. By catering to the entire lifecycle of assets from active use through to their retirement, everything can be preserved for future reference. Most large organizations, particularly in highly regulated and audited sectors have a policy around archiving and deletion. These policies can also be documented within the DAM itself.15. Tracking Live Content
Most organizations have content that is ‘always on’. This may take the form of web pages or performance marketing campaigns. It can be easy to overlook assets that have been live for some time yet perhaps should be retired. This includes talent where contracts have expired or products and offers that are no longer valid. Managing creative assets is not a case of ‘set and forget’. Digital Asset Management workflow software allows you to automate reminders for perpetual content to ensure all content is approved and up to date.16. Analytics and Reporting
This is an important step for future improvement. You can monitor and analyze the usage and performance of digital assets by:- Generating reports on asset usage, downloads, and user activity.
- Analyzing trends to understand which assets are most valuable or popular.
- Using insights to optimize the DAM system and improve asset management strategies.
Benefits of a Digital Asset Management Workflow Platform
There are countless operational advantages to deploying a Digital Asset Management workflow system – yet perhaps one of the most important is safeguarding the value of your assets. When you factor in briefing time, creative time and production costs, assets don’t come cheap. They need to be treated as the valuable commodities they are. Too often marketers and agencies simply recreate assets as it was impossible to locate the original work. The practical advantages, particularly for organizations that handle a significant volume of digital content, are:Improved Organization and Retrieval
Efficient Cataloging: Assets are systematically categorized and tagged with metadata, making them easy to find. Enhanced Searchability: Advanced search functionalities, including filters and keywords, allow users to quickly locate specific assets.Increased Productivity
Time Savings: Automated processes for uploading, tagging, and organizing assets reduce manual work, freeing up time for more strategic tasks. Streamlined Workflows: Defined procedures ensure a smooth and consistent handling of assets, reducing bottlenecks and improving workflow efficiency.Better Collaboration
Centralized Access – A single repository for all digital assets ensures that team members can access the latest versions from anywhere. Access Control – Permissions and roles can be managed to ensure that only authorized users can access or modify certain assets.Consistent Branding
Standardization – Ensures that only approved and up-to-date assets are used, maintaining brand consistency across all channels. Version Control – Tracks changes and maintains version histories to prevent the use of outdated or incorrect assets. Enhanced Security and Access Restrictions – Sensitive assets can be protected with user permissions and access controls. Backup and Recovery – Regular backups and secure storage solutions protect against data loss.Cost Efficiency
Reduced Redundancy – Eliminates the need for duplicate assets by providing a single source of truth. Optimized Storage – Efficient storage management reduces costs associated with data storage.Analytics and Insights
Usage Tracking – Provides insights into how assets are being used, helping to identify popular or underutilized assets. Performance Metrics – Analytics can inform decisions about asset creation, usage trends, and ROI.Compliance and Rights Management
Licensing Management: Keeps track of asset usage rights and licenses, ensuring compliance with legal requirements. Regulatory Compliance – Helps maintain adherence to data protection regulations by managing asset access and retention policies.Scalability
Adaptability – A well-designed DAM workflow can scale with the organization’s growth, accommodating increasing volumes of assets and users. Integration – Seamlessly integrates with other tools and platforms, such as content management systems (CMS), marketing automation tools, and social media platforms.Selecting a Digital Asset Management Workflow Vendor
Buying a Digital Asset Management workflow platform can be a challenging task, particularly if it’s your first rodeo. If you’re sorting through a short list of vendors but don’t know where to start, a Digital Asset Management Request For Proposal template (RFP) can help. A DAM RFP provides a comprehensive structured brief to vendors that organizes their responses to help you form direct comparisons. Basically it helps you work out if you’re hitching your assets to a donkey or a racehorse. If you’re at a point in your DAM journey where you want to start the review process, download our DAM RFP template. It’ll help you streamline your needs and provide you with background information that will help structure the right solution. The sections are universal and can be applied to any prospective DAM vendor.
A comprehensive Digital Asset Management workflow platform like IntelligenceBank not only helps you organize and automate your creative files, but vastly improves the way you work. It means you can do away with share drives and decentralized communication and do more in one single platform.
A DAM workflow not only enhances the efficiency and effectiveness of your creative assets, but also supports broader business objectives by improving productivity, collaboration, security, and compliance.
In fact, the time saved on repetitive manual tasks, chasing approval, revisiting feedback and recreating lost assets allows your team to focus on higher value tasks that drive your business.
If you’d like to know more, contact us for a demo.
