Less than a month remains until Createasphere’s Digital Asset Management Conference, so we’re continuing to interview some of the speakers to find out how they use DAM and what they’re going to talk about at the event.
Today we’re speaking with Gregg Apirian, Managing Director of Digital at Concept Arts. He’s participating in the special add-on session “DAM for Marketers” on February 27, 2013.
1. How do you utilize DAM on a day-to-day basis?
I use Digital Asset Management solutions to manage content, assets and communications for internal projects as well as all client projects. DAM systems provide a single source destination for storing, managing and sharing content and assets, which creates operating efficiencies so we can focus more on developing strategic creative concepts and meticulous executions that drive the results we are looking for.
2. Who will benefit most from your special session “DAM for Marketers”?
Anyone who is in the business of creating and managing brands and content. While content remains a key component to all marketing and most technology-driven projects, I find there is still an overwhelmingly large number of people that we interact with who don’t understand the purpose of developing brand or content strategies and the processes required to manage brands and content. My session will focus on the challenges that are in front of anyone creating and managing brands and content and how to plan for not just creating the right content for the right audience on the right device, but also the need for establishing governance to sustain it.
3. Why DAM for marketing? What’s changed in the industry to require it?
The biggest changes stem from the combination of a large growing number of devices people consume content on as well as the large growing number of channels that content is distributed to. This has created the special need to create and manage content tailored for each device, screen size, and distribution outlet – all having a variation of requirements for which DAM solutions help streamline.
4. In what ways can DAM support a brand?
Assuming a brand strategy exists at company, people sometimes lack the vision and discipline to stay on brand which is where DAM can really help organizations support their brand strategy by organizing assets and materials in ways that make sense to marketing and communications teams as well as any other types of employees, departments or partners. DAM also helps employees become advocates of the brands they work for.
5. What do you hope attendees will glean from attending the session?
I hope attendees walk away recognizing that there is a better way to manage the process of creating brand and content materials and it starts with the right planning and use of technologies like DAM. Ultimately this will help them plan for and deliver projects on time, on budget and streamline processes – which is where there is always room for improvement.
Gregg will be joined by many other DAM professionals who will be sharing their valuable insights at the Digital Asset Management Conference, February 27-28, 2013, at the Beverly Hilton. Register at www.createasphere.com/damla.
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