Enterprises can mold digital asset management (DAM) into an interactive central repository of customer experience content by leveraging taxonomy and metadata. Anjali Yakkundi, product-marketing director at Aprimo, details how taxonomy and metadata do that by making content in DAM searchable and discoverable.
How does taxonomy forge DAM as the heart of interactive customer experience? In a DAM solution, a taxonomy can be implemented to create categories such as brand, campaign, product or a content type that align each piece of a content asset to various groups. This will help users interpret the content better and employ it in the future effectively. Additionally, the hierarchical structure for content enables a DAM administrator to perceive how and when each piece of content can or should be used thereby making it simpler to organize content. For the users, the hierarchical structure makes browsing and discovering content uncomplicated.
In a DAM, metadata help users effortlessly browse, search and retrieve the exact content they need. The metadata can be as fundamental as simple descriptions of the content asset. Be it descriptive, structural, and administrative, rights management or even preservation metadata, metadata can power content discovery and identification in DAM. For example, users can deploy a DAM search, to discover a video and read the metadata tags to discern what exactly is in the video, before downloading it.
Capabilities such as localized metadata for different regions, languages or channels and artificial intelligence to auto-tag assets with image and optical character recognition, and speech-to-text transcription distinguish best-in-class DAM solutions. Furthermore, best-in-class DAM solutions provide metadata templates to apply the same metadata to multiple assets with just a couple of clicks. This enhances the capability of the DAM solution to offer users a superior search and discovery experience.
In short, taxonomy and metadata in DAM ensure content can be found and reused across the business simply. Furthermore, the effort and time spent on keeping the content assets in DAM up-to-date, organized and enriched ensures it will ultimately lead to richer on-brand customer experiences.
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