Interesting document produced by Dubiot on why the return on investment is not realised in some organisations
ROI’s were not realized or could not be sustained for the following reasons:
Management of marketing assets is difficult (time consuming, labour intensive and chaotic). Users rename files logically and create folder structures for mnemonic data storage – result is massive data duplication (no single central repository, dependencies and cross-links are lost).
Data storage is people and process centric leading to storage
inconsistencies. Media searching / retrieval is primarily based on human memory.
Intellectual assets, developed at high cost, are misplaced/ lost/
Existing (but hard to locate) assets are used incorrectly (not
approved, wrong resolution, wrong format, royalties not accounted
for, obsolete media) or redeveloped.
Printing industry association average affirms that each picture is
rescanned three times during its life cycle (at 100 labour cost
Subcontractors (creative agency, print houses, photo studios)
frequently manage some marketing elements during the production
process making it difficult to locate and control assets.
The result is chaos, missed deadlines and unnecessary overhead costs
(unstructured communications, meetings, poor quality control etc.).
Globalisation drives the need to access granular elements so users
can repurpose existing materials to satisfy different market
requirements, cultures, layouts and languages.