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Digital asset management is not software or a system, but how to do business
Digital asset management (DAM) is still new to many businesses. Indeed, some companies have DAM systems and do not even know it, while others are using the web content management systems built to run their websites as their DAM tool. Digital content is currency. It is traded back and forth within departments, internally as well as globally in some organisations. The value a DAM system can provide is when that content can be used across the company, across departments and then across the globe. Marketing departments are spending hundreds of thousands of dollars on digital photography, web content elements, code snippets, videos and applications. Once those assets are purchased, where do they go from there? Most likely it is somewhere on their personal drive, a cloud drive, USB or worse, with their vendor. The true value of a DAM is having that one source of truth. This paper focuses on how to shift a company's internal culture to one where DAM is a way of doing business, not just a piece of software.
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Beth Goldstein is a senior improvement change leader at Discover Financial Services, where she leads the customer experience senior management team to build capabilities in leaders all the way to the agent level. She is responsible for building these behaviours and then holding her business partners accountable for sustaining, enabling and problem-solving to improve the health of the enterprise. Beth has a growing record of success in spearheading continuous improvement, digital marketing initiatives, including mobile application development for iPad, web content development and the global launch of a digital asset management system.