What Is A Marketing Portal?

Read on to see how DAM is a helpful marketing portal for your content!

Introduction To Marketing Portals

A marketing portal is a dedicated online space for marketing teams to store, search, create, and manage their digital assets for marketing campaigns across multiple digital and physical channels. It’s a single solution for digital assets that allows you to control who has access to them, where they are dispersed, and how they are used. A marketing portal is the path your digital assets travel through to get to their various marketing campaigns.

Digital asset management (DAM) and marketing asset management solutions serve as marketing portals for companies that need their assets to be adaptable and flexible for distribution across many platforms. By using a DAM, you can reuse your digital assets for use through print, email, web, marketing, advertising, automated marketing campaigns, and more.

How Does DAM Act as a Marketing Portal?

A DAM solution is a form of a marketing portal that acts as a repository for digital assets and enables work in progress (WIP) assets, distribution across channels, and connects to other systems in your marketing technology (martech) stack. DAM provides the ability to have more control over many aspects of brand management and marketing.

digital asset management software on computer screen

DAM helps you control:

  • Brand Voice

    Your marketing communications and sales teams have access to all the same materials through the DAM to support their efforts and enforce a consistent brand voice in their sales and marketing materials.
  • Brand Image

    If you store all your digital assets in a single repository, your teams have easy access to the approved version of assets that they can use for their marketing, advertising, and creative campaigns. When everyone is using the correct version of digital assets, your brand image is strengthened through consistency.
  • Marketing Compliance

    A brand asset is valuable and needs to be protected. You can gain complete control of your digital assets by storing them in a DAM that includes digital rights management and permissions-based access. A branded portal allows users to access only the assets they are authorized to see.
  • Collaboration

    DAM enables collaboration by providing a single source for departments to share, work on, and access digital assets. Teams can access the same asset in different formats for different channels to ensure collaboration and consistency across departments. They can also view analytics to see which assets are being used the most to determine what to use in future campaigns.

How Does DAM Work?

  • Organize and Categorize


    Assets are made searchable by the way they are organized and categorized. Assets have metadata, or information about the asset, attached so that they can be searched by that information. Assets can also be categorized into a folder hierarchy so they can be found logically, they can be tagged with searchable terms, and they can be associated with colors. Dictionary capabilities allow assets to be found when searching for synonyms or related terms. Because of all this data, assets can be searched for using multiple criteria.
  • Automated Workflows


    Workflows that are built into the DAM allow assets to be managed using automated tasks. You can set tasks that trigger notifications to alert the next person in the process that the next task is ready to complete.
  • Digital Rights Management


    With digital rights management (DRM) capabilities, users can search to see if the assets they would like to use are available based on region and timeline. Users can also be required to agree to terms and conditions before downloading a file from the DAM.
  • Adobe® and Microsoft Connectors


    By connecting the DAM to Adobe® and Microsoft programs, users can find digital assets as they are working on their WIP assets without having to leave their creative application.
  • Project Dashboards


    Dashboards provide a view of where each project is throughout the process. You can also use this information to keep projects on track and determine where improvements can be made to create efficiencies.
  • Integrations

    A DAM should also be flexible to connect with other technologies in your martech stack. It should drive the connection between the systems that determine the success of your marketing and advertising campaigns.

Marketing Resources

Used In Many Industries

Digital Asset Management is useful for a wide-range of organizations across many verticals. It is used to manage assets and workflows across many industries:

Digital asset management is used by ShowTime, Guggenheim, Buck Ware, Room&Board, and Transcontinental

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