What Does a Digital Asset Manager Do?

Lumavate Picture

by Lumavate | Last Updated: Dec 16, 2023

What Does a Digital Asset Manager Do?

A Digital Asset Manager is the person responsible for the Digital Asset Management (DAM) system. It’s their job to oversee how the technology is used in an organization. However, the digital asset manager job description does not require them to be in charge of every aspect of the digital management system. 

There are typically many people using the system regularly, uploading digital assets and organizing them under the correct categories. Ultimately, it’s the digital asset manager who is held accountable for the final results of the system. If the wrong people are accessing digital assets or the digital asset content is incomplete or inaccurate, it’s the digital asset manager who needs to step in to correct the problem.

The department of this position can vary depending on the company, though as a general rule, the person assigned to this role will be in marketing. Regardless of who is chosen as manager, they need to understand how people research different products under the company’s portfolio umbrella. When product lines or SKUs fall outside the standard product line, they need to understand how customers, vendors, and employees will access and use the information found in a digital asset management system. For instance, if a product was made in collaboration with a third party and both sales teams need to access the content, the digital asset manager will have to determine what information is needed and how that information is shared.

What Are Digital Assets?

Digital assets refer to images, documents, audio files, and videos for any given product. In addition to the SKU, pricing, product name, features, and benefits of a product that can be found in a Product Information System (PIM), digital assets can provide a more well-rounded understanding of the functionality of the product, especially if there are similar products in the same product line. So, if a customer has a question about how to maintain a product, they can look at the user manual. If a sales team member is trying to pitch a product for a particular use, they can check the product demos to ensure that the product has the capabilities before they make promises.

Digital assets have a way of fleshing out products in ways that a PIM can struggle with. That’s why many PIM systems include DAM functionality. It’s up to the Digital Asset Manager to direct how information flows so there’s less confusion for the user. When manufacturers and companies can have millions of SKUs to keep track of, this role has become more pivotal for an organization’s sustainability. This isn’t about overwhelming people with endless details but about giving them enough access to answer their questions without having to search through endless files. No matter how many product demos, pictures, spec sheets, or audio clips you have about a product, a DAM can handle the volume.

What Is a Digital Asset Management Platform?

A Digital Asset Management (DAM) solution is a complete solution that gives the Digital Asset Manager a place to store, manage, and share digital assets. This technology is typically shared with multiple parties, including internal and external departments, agencies, and partners. The right digital asset management tools can make a major difference in how a company keeps up with its many assets. Rather than relying on spreadsheets or storage limits, digital asset management platforms can provide the functionality that employees need to put everything in order.

A reputable digital asset management software will be built to make it as intuitive as possible to find the facts that you’re looking for. Whether a Digital Asset Manager is confirming access for a person, an accountant is determining whether to change the price of a product, or a marketing team needs to promote a new change to an existing product, the right platform will give people the means to adjust, verify, and confirm quickly. Companies will purchase this technology as a way to promote productivity on their teams and to make their products and services more appealing to lucrative third-party deals.

What Is an Example of a Digital Asset Management System?

There are numerous Digital Asset Management examples on the market today. It’s a competitive field, one that’s resulted in a string of promises from nearly every direction. Digital Asset Management companies can capitalize on an array of manufacturers and companies that are fed up with the constant, sometimes fruitless search, for the right product data. However, it’s important to remember that despite having the same core goals, DAM solutions can often vary widely in terms of how digital assets are stored, cataloged, adjusted, and organized.

If you’re looking for a DAM solution, the most prominent providers include Plytix, Salsify, Adobe, Canto, Bynder, and Brandfolder. However, some of these solutions, including the latter four on the list, are standalone DAMs. This means that you’ll need to go through a third party to create digital experiences. This can have a significant impact on how employees use the system, and whether a Digital Asset Manager can solve problems without having to get multiple people involved.

Not only do some DAM vendors outsource the technology, they can also absorb much of a company's budget to implement the technology. Adobe offers an array of features for its clients, but the cost of the software and the learning curve is often too high for prospective clients to justify the commitment. Any time a company decides to adopt new protocols, they have to weigh the staff's reaction against the potential productivity boosts.

If you're looking for the best digital asset management, Lumavate offers a product that includes both a full PIM and a Digital Experience Platform (DXP) that can seamlessly mesh together. Because all of the technology is made under the same proverbial roof, we can ensure that our built-in integrations will streamline rather than impede the flow of information. Lumavate's DAM is particularly recommended for companies without an endless supply of technical resources. The DAM can be set up for different product records in just a few clicks, with very little training to get started on it. If you're judging the best DAM systems on the market, the answer ultimately depends on what a company's priorities are. However, for Digital Asset Managers who need a system that is as user-friendly as it is practical for product management, Lumavate has proven itself to be a cost-effective solution that provides the same functionality (or more) as our more expensive counterparts.

See Lumavate in Action

Meet with one of our experts to see how easy it is to centralize your product data, manage digital assets, and create digital product experiences. Trust us…you’re going to be wowed.