Everyday many employees create and reuse product information and digital assets as part of their daily tasks. It is very common that no central repository exists for storing this information. Users have to look for assets or product information in multiple locations over the network, or re-create assets and descriptions from scratch.
Digital assets are unstructured by nature
While digital assets are easily stored in a Digital Asset Management (DAM) system, they typically are not connected to product descriptions or other important information. Digital assets are unstructured by nature and often hard to manage. Media files — often large in size, with variation in formats — are not easily stored alongside structured data, like descriptions or cross-reference information. Without this connection, finding the right digital asset to accompany a product description is very challenging. This problem, if not treated, can at best become a bottleneck, or at worst create a compliance issue for the organization.
Create a central, single view of information
A Master Data Management (MDM) system creates a central repository to store data across multiple domains, allowing users to easily discover and reuse rich media assets that others have already created. By using an MDM solution to manage digital assets and the product information associated with those assets, the organization also exerts tighter control over brand-sensitive content and assures that only approved assets for products are made available to the appropriate users.
To ensure that everyone is working with one version of the truth to minimize errors and maintain consistency, the DAM solution should be integrated into an MDM system. The solution should also allow digital assets to directly reference products, services, locations and other types of business entities to enable the delivery of rich approved content and related assets to both online and offline channels. A workflow process should allow a concept of a product being submitted to vendors who then build the product and provide samples – either in digital asset form or physical form. Typically the first time the company sees the product is when they get the sample or when it has been approved as a finished good. This workflow ensures the assets are in the correct format and have received the proper approvals before being published.