How to: Keep track of your digital content

Liz McClellan, CMO at North Plains, reveals how digital asset management can help you keep control of your marketing content

One of the biggest challenges facing today’s marketers is how to keep track of the sheer volume and complexity of marketing content. Factor in the explosion of digital, plus the need to execute campaigns more quickly – with teams often spread across different agencies and countries – keeping any kind of unified control over content storage and usage becomes even more of a headache. Visual material is a particular challenge as it does not naturally lend itself to easy categorisation, yet it’s not unusual for a brand to have over 100,000 assets of this kind.