Every DAM has search capability. And yet, in our survey of 1,000 creatives, marketers and sales reps, 74% said they recreate content – even when they know it exists.
Why is it after so many years of DAM, we still can’t find what we’re looking for?
Here's some key answers to that question, and some tips you can use to make finding as easy as searching.
You’ll learn:
- How to ensure your DAM aligns to your business data model and makes sense to your people.
- The advantage of moving beyond metadata and the value of relating assets to other key information systems, like product information, talent rights, and other business objects
- Intelligently managing compound assets as a set, being able to look inside to see their components, and tracking where an asset has been used or published.
8. Overall, people prefer search
How do you search for content to reuse?
8
Search bar Ask someone Search email or Slack Search multiple systems Browse
37%
42%
46%48%48%
9. But age makes a big difference
Finding content, by age bracket
9
0%
15%
30%
45%
60%
Search bar Search email or Slack Browse
25-34 35-44
45+ Under 35: grew up with
search and prefer it.
45 & up: prefer informal and
more personal mechanisms,
like email, slack, and
speaking to colleagues
10. Job level makes a difference, too
Finding content, by job level
10
0%
15%
30%
45%
60%
Individual Contributors Managers Directors+
Search bar Ask someone Search email or Slack Search multiple systems
Browse
• Individual contributors search
most, but also ask and browse
• Managers are caught in the
middle, with content in their
inbox and Slack channels
• Directors+ search even more,
but will quickly puntthe
problemto others
11. Takeaways
There isn’t a universally preferred
way to find content.
Content is widely distributed
beyond formal content
management systems…
11
12. A large majority say they recreate
content that they know exists, just
because they can’t find it
12
Yes, this has happened to me before
No, I always find what I need
No, I don't create content in my job
Lack visibility to know if what I'm looking for exists 3%
12%
12%
74%
Also, 72% say they ask
others to recreate content
13. Most people use
rogue tools to get
their jobs done
13
When knowledge workers can’t
easily work with official tools, they
turn to unsanctioned and risky ones
instead
Yes
Systems too hard
Can't find what I need
Too many systems
Other 4%
15%
30%
34%
0%
56%
Why?
Doyouusesystemsortoolsoutsideofthoseyour
companyprovidestostoreandsharecompanycontent
(documents,images,videos,etc.)?
14. Gen-X and Boomers use rogue tools more
than millennials, because they struggle
with systems provided
14
Yes
Systems too hard
Can't find what I need
Too many systems
Other
4%
13%
38%
44%
61%
3%
18%
20%
22%
49%
Millennial
Gen X + Baby boomers
Doyouusesystemsortoolsoutsideofthoseyourcompanyprovidesto
storeandsharecompanycontent(documents,images,videos,etc.)?
Why?
16. Creative teams that
can’t find content
face operational
costs
16
▪ Time spent searching is expensive: $60/hr in NY & CA
▪ Time spent recreating content
▪ Agencies and partners have it, can hold it hostage,
and charge you again and again for the same thing
▪ Great ideas don’t get maximum visibility
Time = Money
Opportunity cost
Content is trapped
The best ideas don’t get reused
Risk
▪ Take chances using content without clear rights, and risk a lawsuit
17. 17
Costs for big
companies…
…and at all org levels
More time spent tracking
down tribal knowledge
Harder to “get away with
it” – costs of lawsuits
higher
The high price of low cost
classification
Executives who can’t find
cause pain for the whole
organization
18. What to do about it?
18
Tools need to work the
way we work – our brains
aren’t hierarchical
Relationships are
important
Our tools should make it
easy to do the things we
need to do
Stay agile and design
around users
Listen to users / empathy
Think beyond one department.
A lot of processes are x-
departmental
23. • Content structured the
way your business works
• Virtual hierarchies that
adapt to your needs
• Business-object based
navigation
Contextual
Browse
27. Summary
There need to be multiple ways for users to find and share
content
But all of them need to be powerful and easy to use
The tools exist today to deliver this
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2
3