Incorporating a Marketing Asset Management Strategy into your Digital Asset Management Operations

Incorporating a Marketing Asset Management Strategy into your Digital Asset Management Operations

by Chris Ransick

What is Marketing Asset Management and why is it important?

Marketing asset management refers to the processes and tools used to manage all the marketing assets and marketing collateral a company uses to promote their products and services. This includes managing everything from images and logos to presentations, brochures, and even digital campaigns. The goal of marketing asset management is to ensure that all the materials used in marketing are consistent, on-brand, and up-to-date.

Marketing asset management is important for several reasons. Firstly, it ensures that all marketing materials are consistent and on-brand. By ensuring that all marketing materials use the same imagery, colors, fonts, and messaging, companies can create a unified and cohesive brand image across all channels. This, in turn, helps to reinforce brand recognition and trust among customers.

Secondly, marketing asset management improves the efficiency of marketing operations. By providing a centralized repository for all marketing materials and a suite of tools to streamline the process of creating, managing, and distributing marketing assets, companies can save time and reduce costs associated with creating duplicate assets and materials.

Thirdly, marketing asset management enables remote collaboration and supports a distributed workforce. With marketing asset management software, marketing teams can access and collaborate on marketing materials from anywhere, at any time. This allows marketing teams to work more effectively, regardless of their physical location.


While digital asset management (DAM) focuses on organizing and managing more granular digital assets, MAM is focused on managing marketing assets used to promote and sell a company's products or services. While there is an overlap between MAM and DAM, MAM is more focused on using and distributing marketing assets. At the same time, DAM is more focused on the general organization and management of digital assets.

To incorporate MAM into DAM, companies need to understand their marketing teams' specific needs and workflows and integrate them with the overall DAM system. This involves several key steps, including identifying the specific needs of the marketing team, creating a taxonomy for marketing assets, establishing workflows for marketing asset creation and approval, creating templates for common marketing assets, providing access to third-party tools, and establishing governance and compliance rules.

The first step in incorporating MAM into DAM is to identify the specific needs of the marketing team, including the types of assets they need to create and manage and the workflows involved in creating and distributing marketing assets. This information will be used to develop a taxonomy for marketing assets that will be integrated into the overall DAM taxonomy.

Once the taxonomy has been created, workflows for marketing asset creation and approval should be established. Marketing teams often have unique workflows for creating and approving marketing assets, which may involve multiple stakeholders and require sign-offs at different stages. These workflows should be integrated into your DAM processes and procedures to ensure that all stakeholders can access and track the progress of marketing assets.

Marketing teams often use specialized tools for creating and distributing marketing assets, such as design software or social media management platforms. Providing access to these tools within the overall DAM system will also ensure that all marketing assets created using these tools are stored and accessible in the DAM.

Dynamic Template Publishing

Creating templates for common marketing assets is also important for saving time and ensuring consistency. Many DAM systems have incorporated dynamic publishing capabilities into their set of capabilities, allowing a marketer to modify a pre-developed template and publish them on the web.

Dynamic templates are a powerful feature of DAM systems with publishing capabilities. Dynamic templates enable users to create customized versions of marketing collateral that can be tailored to specific audiences or customers. Dynamic templates can create various assets, including brochures, flyers, emails, and more. They can be customized with different text, images, and other elements to create unique versions of the same asset.


Incorporating MAM into DAM provides several benefits for companies, including increased efficiency and productivity, consistency and brand compliance, improved collaboration and communication, cost savings, and enhanced customer experience. By implementing a structured approach to organizing and distributing marketing assets, companies can optimize their marketing operations, increase productivity, and improve team collaboration and communication.

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