Different methods of ingestion can be important strategic variables. We live in a rapidly changing world when it comes to social media and how we ingest data, so why should DAM be any different?
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Increasingly we expect personalised experiences, from the way we setup our smartphones to the algorithm-driven social media profiles we use that are effectively tailored to us.
The people in an organisation who use the DAM system are a fundamentally important consideration in any DAM project.
Our first interaction with the DAM is often ingestion &#; are we an admin, a photographer, a partner, a creative and how does this impact the way we ingest content? Long gone are the days that FTP (File Transfer Protocol) was considered innovative, nowadays we want drag and drop, cloud access from a mobile app on 4G, we want to link Dropbox or Google Drive to the DAM system so we can search through our written content, we want to use the API to drag in content from the company CMS.
The DAM Maturity Model outlines the importance of information and particularly metadata, which impacts heavily on other parts of 10 Core, including Relate, Find, Secure and Store.
Without a strategic plan for metadata, which is enforced from day one of any DAM project, you will fail to truly reap the benefits of DAM.
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Without properly marked up content, you will continue to operate a disorganized silo, pay money to reproduce digital assets, your staff will waste time looking for content and you will have little to no control over what happens to your content once it has left the DAM.
One of the most common reasons a vendor&#;s solution fails the 10 Core evaluation is the inability to embed metadata. Embedded metadata is fundamental in that information assigned to a digital asset remains with it throughout its lifecycle. Without the ability to embed metadata the digital asset only really has meaning within the DAM environment.
Without embedded metadata we can&#;t really call something a digital asset; it is not an asset to us, merely a file, as useful as any disorganized, hard to find, meaningless file that we might shove into a shared folder or leave on an external hard drive in a drawer. It is more important than just adding a few keywords for SEO.
Metadata, in fact all data, is part of the story we want to tell about our content and is the basis on which all successful, mature businesses ensure that important content, digital assets and information are not destroyed.
Some of the more innovative DAM vendors are starting to think of digital assets as entities, with information intrinsically associated, we must also start to think this way, and the first step is embedding.
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