The Power of DAM for CPG
What Is DAM for CPG?
In CPG, DAM is a system that streamlines the search and retrieval of digital assets. It lets marketers store and organize all the media assets used in their campaigns, including images, videos, audio files, PDFs, and other types of content.
Some notable features of DAM software are taxonomy, advanced search, and keyword tagging. By using these features, marketers can cut down the time they spend searching for the right asset or digg ing through emails.
Why Is DAM Crucial for CPG Marketing?
When recommending marketing strategies for the CPG sector in the post-Covid world, Forbes suggests CPG brands focus more on digital marketing. Moreover, the U.S. grocery store industry has an ad spend of $1.94 billion, with the digital ad spend being $3.7 billion.
Procter & Gamble was the most significant U.S. advertiser in the CPG sector in 2022. These figures illustrate that the CPG sector is actively pursuing digital marketing.
Digital asset management software streamlines creative workflows by providing marketers with an organized repository of materials. It also lets marketers store multiple versions of the same asset to ensure campaigns use the most updated one.
Benefits of DAM for CPG
To fully understand what DAM can do for CPG businesses, it’s essential to look at the system’s benefits. Here are the primary ones.
Brand Consistency and Identity
Because there’s a unified repository for marketers to look at, brands can maintain brand consistency across all channels. Even if a CPG brand chooses to revamp its marketing department, the new team can access the same assets and hit the ground running.
It also allows the brand to have a solid identity among its consumers. We see this consistency in brands like L’Oreal, PepsiCo, Unilever, and Procter & Gamble. Despite the differences in their geographical reach, target audience, and product portfolio, each brand has a definitive identity.
Streamlined Marketing Operations
Among other common issues in marketing operations, Forbes lists ”breaking through the digital clutter” and ”delivering quality branded content” as significant challenges.
A DAM system can eliminate these problems for CPG organizations by:
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Making marketing materials accessible to the right people
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Enabling swift sharing of assets with relevant stakeholders
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Providing an organized platform for marketers to find resources quickly
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Reducing the overall cost and time associated with marketing operations
Collaboration and Efficiency
Now that we’re entering the world of cloud-based DAM, it has become easier than ever to include remote employees in the strategic decision-making process.
Anyone with access to the DAM software can see the marketing material, irrespective of where they are. It allows seamless collaboration among teams spread across different offices or regions.
The efficiency of marketing operations also improves exponentially with DAM, as it eliminates duplication of efforts and manual errors associated with maintaining multiple versions of the same asset.
Types of Digital Assets
When using DAM for CPG, marketers can store various types of digital assets, including (but not limited to) images, videos, logos, presentations, and brochures.
DAM can also be used to store customer or employee information, documents related to regulatory compliance, and even audio files. DAM systems commonly store the following two asset types.
Product Images
Product images are integral to CPG marketing. Consumers often choose items based on product images they see online or in stores. Product images stored in DAM systems are usually high-resolution and optimized for different display devices to appear perfect, irrespective of platform or device.
Marketing Collateral
Marketing collateral constitutes all other media used to promote the CPG brand’s product. In the digital realm, marketing collateral can include everything from digital magazines and catalogs to website content.
Implementing DAM
Assessing Needs
Decision-makers should start by considering their organization’s needs. What’s the reason the brand is implementing DAM? What types of digital assets will need to be stored and managed? What permissions should be set up for users accessing the DAM system?
Selecting the Right DAM System
When choosing a digital asset management software, teams will consider the following features:
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Customer service
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User interface and user experience
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Integration capabilities
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Storage and security options
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File types supported
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Budget
Integration and Data Migration
Once a brand has selected a DAM system, it needs to be integrated with other systems, such as an organization’s e-commerce platform and content management system. The organization will also migrate all assets from their previous systems into the new DAM system, which can be done manually or with an automated data migration tool.
Best Practices
Metadata and Tagging
Users should tag all digital assets according to their type, purpose, class, and content. It will make them easily searchable later when a team member needs them. It helps to use descriptive titles for digital assets, such as videos and images, which improves searchability.
Access Control
Only some people in the organization should have access to the DAM system. Managers will need to set up user roles and permissions to limit access.
Measuring Success
Some important key performance indicators (KPIs) to measure in CPG marketing are:
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Time to market
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Asset reuse
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Cost savings
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Total page views
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Total ad spend
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Organic search ranking
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Total page visits
Teams can always add more KPIs based on where their organization markets their products and where their distribution channels are located.
