Six common DAM challenges faced by... marketing co-ordinators

From helping to plan marketing strategies, commission the creation of new assets and execute promotional activity, marketing co-ordinators are spinning a lot of plates.

This isn’t easy for any size organisation, but it’s exacerbated when internal processes aren’t streamlined or siloed.

READ MORE: Five common DAM challenges faced by... brand managers

In the latest instalment of our ‘DAM challenges’ series, we’re going to take a look at the six issues impacting the role of marketing co-ordinator:

1. Hunting for assets instead of executing campaigns
2. Slow approvals that stall rollouts
3. Outdated or off-brand assets being used
4. Fielding constant ad hoc asset requests
5. Sharing assets securely with external agencies
6. Preparing the same asset in multiple formats

Challenge 1: Hunting for assets instead of executing campaigns

Marketing coordinators should be focused on launching and optimising campaigns, but when there’s no central repository for digital assets, all too often their time is spent searching for files across various siloed locations. This means that even simple tasks, like finding the latest campaign image or approved logo, becomes time-consuming and arduous for marketing co-ordinators.

Ultimately, this slows down delivery, reduces productivity and leads to frustration, not just for the marketing co-ordinator, but also the entire organisation when their requests aren’t met in a timely manner.

Challenge 2: Slow approvals that stall rollouts

Approvals are a critical part of any marketing campaign, but when managed through email chains and informal processes, they quickly become a bottleneck. 

Marketing coordinators often find themselves chasing feedback across multiple stakeholders, with little visibility of where an asset sits in the approval process, while files are shared and edited multiple times, creating confusion over which version is correct.

This lack of structure increases the cost of slow approval workflows even further, delaying campaign launches and putting pressure on deadlines. Instead of moving marketing campaigns forward, the marketing co-ordinator becomes a blocker, impacting the speed of delivery, as well as the confidence in how accurate that delivery is.

Challenge 3: Outdated or off-brand assets being used

One of the greatest benefits of a Digital Asset Management system for marketing co-ordinators (and, indeed, communications managers) is that they provide clear version control, making it easy to maintain brand consistency. It makes it easy to ensure the most up-to-date assets are being used, but without the version control of a DAM, people tend to use whatever file is easiest to find.

For marketing coordinators, this creates a constant risk, because even small inconsistencies can undermine maintaining brand consistency across channels.

When it’s not clear what assets are current and approved, mistakes become more likely, especially under time pressure. Correcting these errors takes additional time and effort, adding further strain to already busy campaign schedules.

Challenge 4: Fielding constant ad hoc asset requests

When organisations fail to implement a dedicated DAM system, a significant part of the marketing coordinator role can become reactive rather than proactive. They’re regularly asked to grant access to assets via email or messaging platforms, resize them or provide them in different file formats. Requests such as “Can you send me that image from last month?” or “Do you have a higher resolution version?’ are common and, often, considered ‘urgent’ by the people asking for them.

Even when these requests are quick to resolve, being the go-to person for locating and sharing assets interrupts planned work, and this constant stream of small tasks add up over time.

Challenge 5: Sharing assets securely with external agencies

Marketing co-ordinators aren’t simply tasked with sharing assets internally though, and they frequently need to share assets with agencies, freelancers and partners. Doing this via email is unreliable, particularly for large files, while it also increases the risk of assets being forwarded beyond the intended audience. For certain industries and organisations, this can present a compliance risk.

Cloud storage solutions are an improvement, but the likes of Google Drive and Box lack the granular access controls of a DAM solution.

Without secure, controlled sharing, coordinators have limited oversight of who can access assets and how they are used, creating inefficiency and security risks, particularly when working with sensitive or pre-release campaign materials.

Challenge 6: Preparing the same asset in multiple formats

Modern marketing campaigns require assets in multiple formats and sizes, and this can present marketing co-ordinators with a headache. For example, a single image might need to be adapted for websites, social media, email and print, each with different dimensions, resolutions and required formats.

READ MORE: Different image file formats explained

To save time, marketing co-ordinators might create duplicate versions of the same asset to meet these different requirements, but this is slow and takes up valuable storage space. 

Over time, this repetitive process introduces confusion around version control, slows down campaign delivery and introduces unnecessary complexity, especially when deadlines are tight and assets need to be deployed quickly across multiple channels.

How ResourceSpace supports marketing co-ordinators

For marketing co-ordinators struggling with these challenges, ResourceSpace is the ideal solution.

First and foremost, a DAM system is a single source of truth for all of your marketing assets. This means wasted time spent searching for files across siloed locations is a thing of the past, while you can also have confidence that only the latest versions of brand assets are available. This is because your DAM Manager will only make content available if it’s approved for use, so if you (or your team) can see an asset, it means you’re cleared to use it. Meanwhile, outdated assets are archived and not available to download.

ResourceSpace can also help marketing co-ordinators handle those ad hoc requests for assets in different formats and dimensions. Our Automatic Conversion functionality provides assets, in all the formats you need, so assets can be directly downloaded in the custom size, quality and format that’s required. There’s no need to open third party editing software either, because these conversion tasks—that would take up a lot of time executed manually—can be carried out in the system.

Ready to find out how ResourceSpace can transform your marketing efforts and streamline internal processes? Book a meeting with one of our DAM solutions specialists, and we’ll discuss your current setup, challenges and objectives, before arranging a tailored demonstration of the platform.

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