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In the age of information technology, multimedia content plays an essential role in marketing communications, and today, a growing number of media materials are manufactured using digital technologies. An ability to manage them rationally and reuse them is an important factor in any company’s success. The media asset management system is an efficient tool that provides access to media resources, gives a full overview and an opportunity to use them in various formats. It is achieved through the central storage of all media resources and an effective search function for keywords that are assigned to each created file.
When entering into the database, specified resources become available through the web interface to users with appropriate access rights and account type – employees, partners, customers, service providers, and journalists. In addition to the centralized preparation of media resources for use, the function of format conversion is an integral part of the system. Created media objects are automatically converted to the desired format for use in specific channels. Thus, the use of the management system of such assets maximizes economic benefits and promotes the sustainable optimization of marketing processes.
Relevant Market Trends
The main functions of the media asset management system can be effectively used at the stage of preparing the launch of a product in the market. Using a platform based on the Internet technologies provides special conditions for the creation of a new project. All the participants of this work can update and use their files in accordance with granted access rights. Reducing the time to prepare before launching a new product or service allows companies to make a profit quickly and makes competitors feel their presence in the market. The use of such a system shortens the time for responding when it is necessary to adapt the content to the changing market conditions as soon as possible.
Today, in the media asset markets, there are a large number of platforms where users can access the information they choose and download it. In order to arouse the interest of customers and, at the same time, provide competition to other companies involved in the delivery of these services, it is possible to introduce special features that can attract attention and increase activity. In particular, the hologram option can become an innovation that will increase the number of users and, thereby, guarantee high attendance to a specific online platform.
Another potential innovation that will certainly be appreciated is a new approach to asset retention. In this market, there is a tendency to use special storage systems where valuable archives are kept. If the digital media resources are stored centrally, all files will be accessible to users with appropriate access rights through the web interface always and everywhere. This type of management will ensure the safety of data and will help to avoid unnecessary forwarding.
For this purpose, innovative storage methods may be implemented, for instance, using cloud technologies. Any user authorized in the system will be able to obtain a required file quickly without spending much time searching for a particular material. Such an opportunity will be appreciated by customers and will certainly help to attract the attention of a large audience. Moreover, this trend can become global and be used as a generally accepted norm for storing the media assets.
Problems in Current Processes
The importance of strategic and operational brand management is significant when competition in the media technology market is high, and new products appear regularly. Coordinated communications within a single and stable corporate style on all multimedia channels are a priority for marketing companies. The mistakes made in this case can negatively affect customers’ opinion concerning a specific brand. The situation can worsen if communications are not permanent, consistent, and integrated. These problems are inevitable if proper attention is not paid to the system of the differentiation of resource operators’ responsibilities and search for optimal promotion strategies.
For instance, customers are disoriented and skeptical in case they notice that the corporate style in a particular printed catalog does not correspond to the style design. In practice, such inconsistencies occur often, and the operators of the media assets have to work hard to prevent such a problem. In most cases, it is due to organizational issues, for example, the irrational distribution of duties within the company. One department is responsible for working on the Internet while another one controls other activities. If there is a communication vacuum among structural units, it negatively affects brand recognition, consumer attitudes towards products and the company, and sales in general.
When implementing the media asset management system, adaptive changes in the structure and processes in the sphere of marketing take place automatically. The centralization of resource contributes to preventing some organizational obstacles and evident problems. The control system is certainly necessary for effective control over communications and ensuring the preservation of corporate image and identity, both inside the company and outside it.
The management system guarantees the absolute consistency of the corporate identity since users have access only to the content that is centrally-approved. It helps to avoid the difficult mechanisms of viewing and approving. At the same time, targeted brand management increases the trust of users. Thus, potential problems in the current processes of the media asset market can be resolved through competent management and the reasonable allocation of responsibilities among resource operators, which may enable users to obtain the necessary data that are in free access.
Barriers to the Development of the Media Assets
Since the system of the media asset management provides access to internal and external participants with different interests and intentions of using data, it is necessary to take into account some economic, social, and technological aspects. First and foremost, the safe storage and legal use of media resources of the company should be guaranteed. However, in case of an insufficiently rational approach and the violation of the rules for protecting information, a social barrier may arise.
If photos and personal data enter the system, personal data protection is to be guaranteed, and when using images or graphics for marketing, copyrights should be observed. Clearly defined user rights and account types provide each customer with individual access to the files. This right regulates access to information and functions available in the digital media resource base. When the system is used outside the company, security requirements increase in order to prevent the misuse of data. Granting access rights and accounts, possible watermarks on images and documents, and tracking system visits may help to protect valuable corporate media assets and, thereby, overcome a social security barrier that may arise.
Economic difficulties may lie in the cost of invested funds. If the media resources are inactive, the productivity of employees is reduced, and no additional benefits appear. The rare use of assets stimulates production and transaction expenses, which affects the financial position of the organization adversely. Accordingly, in order to overcome an economic barrier, it is essential to avoid unnecessary costs. By saving internal and external funds, the growth of the company’s profitability may be increased, and investment in marketing processes can develop successfully.
As technological barriers, problems can arise with the management of content quality, in particular, format conversion or access to large-resolution files. In order to avoid this challenge, it is possible to create appropriate keys that help users to use the media content correctly in accordance with certain rights and licenses and not to face the problem of poor product quality. This measure may allow reducing costs associated with the services of external suppliers, and to achieve recognition of customers who can be satisfied with the quality of resources.
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The application of an appropriate media asset management system can allow obtaining financial benefits by saving money and deploying resources successfully to a specific market. Challenges may arise in the process of work, which, however, can be corrected by the competent introduction of modern progress developments, for example, holograms. The access of users to the necessary content should be private in order to exclude the violation of security rights and protect assets. In general, measures to implement control mean the transition to the new and effective management of media resources to meet the needs of the market and to achieve benefits at the expense of user activity.