Digital Asset Management Best Practice: Product Marketing

6th October 2025

There are many things consumers consider when deciding which products to buy, particularly online, including price, user reviews and the reputation of the retailer.

What’s more, when shoppers can’t see and touch a product in real life, they’re also going to expect clear, up-to-date and high quality imagery—and the business’ Digital Asset Management (DAM) system will play a key role in this.

In this article, we’re going to explore four DAM best practices that product marketing teams need to follow in order to get the most out of their Digital Asset Management system.

4 DAM best practices for product marketing teams

Looking to improve ecommerce performance and get the most out of your product marketing digital assets? There are four best practices you should be following: 

1. Define clear standards for commerce-specific metadata
2. Measure digital asset usage against product sales
3. Integrate with ecommerce platforms
4. Create dedicated collections for product launches

Let’s take a closer look.

Define clear standards for commerce-specific metadata

For product marketing and ecommerce teams, metadata needs to do more than describe an asset—it has to connect directly to how products are displayed, discovered and sold.

Defining clear standards for commerce-specific metadata ensures that every asset is tagged with the right information to flow seamlessly into online catalogues, retail partner platforms and digital storefronts. This means going beyond basic descriptive fields to include product SKUs, categories, seasonal collections, regional compliance notes and even product embargo or expiry dates.

By aligning metadata with the way customers shop and how products are managed internally, teams can quickly retrieve the correct assets and avoid costly errors like using the wrong version for a particular target market. Standardised, commerce-ready metadata also makes it easier to automate feeds into PIM, CMS and ecommerce systems, reducing manual admin and ensuring accuracy and consistency across every sales and marketing channel.

Measure digital asset usage against product sales

It’s not enough to know that digital assets are being downloaded or shared—the real value comes from understanding how those assets contribute to sales performance. Measuring digital asset usage against product sales gives DAM Managers and marketers the insight needed to prove ROI and refine content strategies.

Modern DAM systems, including ResourceSpace, can track which assets are used most frequently across campaigns, distributors and ecommerce platforms. When this usage data is compared with sales performance, it can help you to identify which images, videos or product descriptions drive higher engagement and conversions. For example, lifestyle photography might generate more clicks on a product page than standard pack shots, or a particular video could boost conversions during a seasonal campaign.

These insights allow teams to prioritise the creation of high-performing asset types and archive those that don’t add value, while reducing costs otherwise spent on producing assets that don’t perform as well, ultimately ensuring the right content reaches the right audience. 

By linking asset usage directly to revenue impact, your DAM can become an invaluable tool in the decision-making process that will help product marketing teams optimise campaigns, strengthen partner relationships and maximise sales opportunities.

Integrate with ecommerce platforms

For product marketing and ecommerce teams, efficiency depends on how well systems connect with one another. A DAM system should never sit in isolation, but integrate seamlessly with the other platforms in your sales and marketing tech stack. By linking DAM with ecommerce tools, businesses can ensure that product images, videos, descriptions and marketing collateral are consistent across storefronts, social media and partner channels without the need for repetitive manual uploads. This also reduces errors, improves the speed of marketing campaign delivery and guarantees that customers see accurate, up-to-date product content wherever they shop.

However, not every organisation uses the same set of platforms, and tech stacks often evolve over time. A DAM that provides open access to a REST API allows businesses to build custom integrations that suit their specific workflows, allowing ecommerce retailers to build future-proof systems, and ensure that as commerce channels expand, the DAM can continue to serve as the central hub for all product content.

Create dedicated collections for product launches

Product launches often require a large amount of digital content to be produced, from campaign imagery and product photography, to spec sheets and promotional videos. 

Without a centralised hub, these materials can quickly become scattered across email threads, cloud storage solutions and saved to local hard drives, slowing down campaign delivery and creating confusion about which version is the most up to date. A Digital Asset Management system allows marketing teams to build dedicated collections for each launch, ensuring that every stakeholder, from design and sales to PR and ecommerce, can access approved, brand-ready materials in one central location. 

Collections can also be structured with embargo and expiry dates, regional variations or language-specific assets, helping global teams stay aligned even when English is their second language. By making launch content easy to find and trust, DAM minimises bottlenecks and ensures campaigns reach the market faster, with fewer errors and less duplication of effort.

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ResourceSpace is used by household names from the product marketing sector, including TOMY, Direct Wines and A-Safe. 

To find out more about why these companies, and many others, use ResourceSpace to manage their product marketing campaigns and ultimately increase sales, take a look at some of the testimonials provided by our customers. Alternatively, book a free 30-minute demo of the software and discover for yourself how we can help you to promote and sell your products.