Why Your Brain is Wired for Organization (& How DAM Helps)
“Whenever we encounter new information, our brains immediately try to make sense of it. Once they figure out what we’re seeing in a physical sense, they work to provide personal context and decide if it’s relevant enough to focus on further,” says the New Yorker’s Maria Konnikova.
This is why, as creators of the world’s most powerfully simple Digital Asset Management (DAM) platform, we think it’s pretty important that our DAM 1. Look good and 2. Be really well organized. DAM is a marketing platform, like so many others you and your colleagues use throughout the week, so it better offer immediate visual intrigue so that the brain decides to focus on it further. From there, it’s up to us to offer you the tools you need to organize your DAM in a way that makes sense for your business, your goals, and your teammates.
If you already have a DAM, then we know you care about organization. But are you thinking beyond the basics when it comes to how you organize your DAM? We’ve got a few ideas that might help you save time, better target your audience, and create a more intuitive solution for your team.
1. How to Organize Your DAM: Cognitive Response Approach
Marketing has always been about eliciting the right cognitive response to get the consumer to take the action we want, but these days, it’s more important than ever. You probably have some marketing campaigns that are built around eliciting happiness from your consumer, maybe a sense of nostalgia, or maybe even a fear of missing out.
All of these are cognitive responses and each one should push your audience to click your CTA. You organize your campaigns by these cognitive responses, so why wouldn’t you organize your DAM that way?
Not only will it keep your goals in clear sight as you’re building your campaign, but it will help you track which cognitive response-driven campaigns are performing best, and it will allow you to see where there are gaps in campaign planning. So why not organize your Collections by the mechanism of persuasion you’re using in each campaign?
Take BarkBox. Here are three campaigns eliciting different responses from their reader that might be organized into different Collections (a Brandfolder way of saying “files). The first might be for pain point-driven campaigns, the second, for nostalgia, and the third appealing to the savvy, penny pincher in all of us.
2: How to Organize Your DAM: The Customer Engagement Approach
The customer journey a hot topic right now. Everyone’s referencing it, and for good reason! Mapping out your customer’s journey helps you organize your marketing efforts and reach your customer with the right message at the right time. Another good reason why you should be organizing your DAM like your customer engagement strategy.
Create Collections for marketing efforts and campaigns supporting each stage of your customer journey: Acquisition, Activation, Retention, Revenue, and Referral. The result will be an organized DAM that tells everyone where to go to find the marketing assets they need. Have your copywriters and designers drop copy and creative into the Acquisition Collection in your DAM, and send the designated marketer there to collect the pieces of the campaign they need to schedule. It’s a better, more efficient way to market to your consumer.
These examples from Toggl are really great. You can see their nurture drip, and how they could organize these emails into a variety of Collections within their DAM, and mix-and-match for a variety of campaigns, to get more out of each piece of content.
And with the great analytics features that most DAMs offer these days, you’ll be able to see which assets various team members are using and how. Make sure your marketers are pulling the right assets, and see how those assets are performing, without ever leaving your DAM. Measuring the success of your branding efforts just got a lot easier.
3. How to Organize Your DAM: The Promotion-Based Approach
This is perhaps the most traditional of all the approaches, but it’s probably also the most functional. Organize your DAM into Collections for Sales, Newsletters, and New Product Announcements, and know exactly where to go for the assets that align for each.
Need to break out your sales Collections into one-day, three-day, or big sale promotions? You can do that too! Plus, you’ll save yourself valuable time answering emails and Slacks about where the latest assets are for your campaigns. Your creative, marketing, and engineering teams will all know where the assets are housed, and everyone who needs access will have it, so you can spend less time as a virtual asset courier and more time as a, you know, marketer. Take these examples from Craftsy.
Each of these email campaigns would fit into one of the buckets we discussed above. The first offers a sale, the second, fun newsletter-style tips, and the third a product launch – a new class!
How to Organize Your DAM: The Way That Works Best for You!
These examples are just meant to get your creative juices flowing! How to organize your DAM? Find a way that promotes efficiency, fresh thinking, and collaboration amongst your teammates. Once you’ve mastered that, your DAM will really begin to work for you.
Don’t have a DAM yet? We’d love to tell you more about how Brandfolder can give you killer ROI.