state of digital asset management in...

State of Digital Asset Management in AEC:

Why you can no longer afford to ignore

your photo management problem.

2

1.Digital Assets Are Growing Exponentially

In today’s tech-charged, click-and-share world, architecture, engineering, and construction firms (like everybody else) have more digital image assets and more opportunities and outlets for sharing them than ever before. The growing need for high quality assets and the increasing ease in obtaining them adds up to one thing: a proliferation of image assets that demands attention and effective management.

2. The Need to Manage Growth Is on the Rise

At OpenAsset—where we help companies better manage the headaches involved in managing large libraries of digital images—we had a strong hunch that, given the current digital asset landscape, more AEC firms could benefit from a proper DAM solution. So we decided to find out for ourselves. We set out to learn how AEC firms view their current image situation and what they are doing to manage it. We asked about the specific problems firms without a DAM solution face, as well as what benefits firms with a DAM solution enjoy most.

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4. What We Learned

This eBook explores the results of our survey and paints the picture of the current perception of the digital asset landscape. The findings largely confirm what we expected: that whether AEC firms know it or not, their image assets—and their need for an effective image management solution—are escalating. We make the case for the critical role a DAM solution can play in improving asset utilization, a firm’s overall marketing efforts, and even the RFP and tender response process. And we give you a few steps to take to ensure you don’t miss out on the rewards.

3. We Went Straight to the Source

We surveyed executives, marketers, business development professionals, architects and engineers, and IT experts from 154 different architecture, engineering, construction, and property management firms. We found that about half already have a DAM solution in place, and about half of those who don’t are considering one. Those firms that aren’t currently using a DAM are most commonly using folder-based or SharePoint solutions. Additionally, about four in 10 firms—predominantly architecture firms—have assigned someone to oversee the DAM and act as a digital asset manager or librarian.

ContentsThe “Image” Problem

5

How a DAM Can Help

11

DAMs and RFPs

18

DAMs and Brand Image

23

Who’s Looking at a DAM?

27

Taking Control of Your Images

31

The “Image” Problem Executives Don’t Know

They Have

5

If you work in an architectural, engineering, or construction firm, you know your company maintains a lot of digital assets. And why wouldn’t it?

Those shots paint a picture of your firm’s capabilities. In many cases, they tell the story of your business successes more effectively and succinctly than words ever could.

So while no one is denying the importance of the images and the critical function they play, it can be easy to underestimate or overlook just what it takes to manage your assets.

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Many architecture, engineering, and construction executives are out of touch with their firms’ digital asset landscape—and what it takes to manage it.

You Likely Have More Digital Assets Than You Think

For example, when asked just how many digital assets the firm has, executives are likely to say fewer assets than their marketing departments claim. Specifically, while 28% of marketers say their firms currently maintain more than 50,000 digital assets, only 18% of executive office associates estimate the number so high.

On the other hand, close to 20% of executives

believe the number of assets is below 5,000;

just under 3% of marketers concur.

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3+18+0+25+18+0+20+9+0+24+36+0+17+18+0+10+0< 5,000

3%

25%20%

24%

17%

11%

18% 18%

9%

36%

18%

0%

5,000 - 10,000 10,001 - 20,000

MARKETING EXECUTIVES

20,001 - 50,000 50,001 - 100,000 100,000 +

HOW MANY DIGITAL ASSETS DOES YOUR COMPANY HAVE?

THE “IMAGE” PROBLEM EXECUTIVES DON’T KNOW THEY HAVE

52%

Of fIRMS HAVE IMAGE LIbRARIES SIzED WELL

OVER 20K ASSETS

Your Assets Are Growing. And fast.

Marketers also believe their digital libraries are growing much faster than executives realize. More than half of marketing employees (52%) say that more than 1,000 images were added to the cache last year, with 35% believing the number of images was 2,500 or more. Conversely, nearly three quarters (73%) of company leaders believe the number of images added over the past 12 months was 1,000 or less.

Looking ahead, most marketers believe the growth of the digital asset landscape will only continue to escalate—56% say their firms will create more or a lot more images this year than last year. Most executives, on the other hand, say their businesses will produce about the same number of images as last year.

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20+9+0+28+64+0+16+9+0+17+9+0+19+9< 500

20%

28%

16% 17% 19%

9%

64%

9% 9% 9%

500 - 1,000 1,001 - 2,500 2,501 - 5,000

MARKETING EXECUTIVES

5,001 +

HOW MANY IMAGES WERE ADDED to your firm’s library last year?


52% of firms added

well over 1k images to their libraries

last year

56%

SAY THEIR fIRMS WILL CREATE MORE OR A

LOT MORE IMAGES THIS YEAR THAN LAST YEAR

it takes time to manage all those assets

Marketers and executives not only differ in their perceptions of the current and future digital asset landscapes, they also have different ideas about what it takes to manage the image situation. This is especially true in engineering firms where 11% of marketing employees say the marketing coordinator spends two days or more per week managing images. Two-thirds of engineering executives believe the time spent managing images is under four hours per week.

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64+67+0+25+33+0+11+064%

25%

67%

33%

0%

11%

ENGINEERING - EXECUTIVES

HOW MUCH TIME PER WEEK DOES YOUR MARKETING COORDINATOR

SPEND MANAGING IMAGES?

HALf DAY (1-4 hrs/wk)

fULL DAY (5-8 hrs/wk)

TWO DAYS (8-16+ hrs/wk)

ENGINEERING - MARKETING

89%

Of fIRMS HAVE MARKETING SPENDING

bETWEEN A HALf DAY TO A fULL DAY EACH WEEK

MANAGING IMAGES

What you Don’t Know Could Hurt you

From marketing’s perspective, the C-suite grossly underestimates the size and rapid expansion of their firms’ digital asset libraries. In many cases, leaders lack a clear picture of just how much time is being invested to manage the images. They may not be aware of some of the most challenging image-related issues, such as spending too much time organizing, documenting, or hunting for images and not having company-wide access to the most current and highest quality images.

This misperception could cause leaders to overlook the need for a solution to more effectively manage the proliferation of digital assets and to increase and improve utilization of the assets they have—and will have soon.

Without a resolution to the image issue in place,

firms risk productivity and efficiency losses, and

they could be letting one of their most valuable

marketing assets go to waste.

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How a DAM Can Help Resolve

The Image Issue

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The research shows that close to half of AEC firms currently leverage a DAM solution to manage their ever-growing collection of digital assets.

About 4 in 10 firms—and predominantly architecture companies—take things a step further and assign someone to take charge of the assets and the DAM. But whether firms have a designated digital asset librarian or not, if they invest in a DAM solution, they surely reap the rewards.

a Dam solution improves marketing productivity and operational processes for aeC firms—including the RfP and tender response processes

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Dams Deliver two major benefits: Productivity and efficiency

Architecture, engineering, and construction firms that use a DAM are most likely to benefit from greater marketing productivity and improved operational processes. They claim that it’s easier and faster to access images, that quality images are available firm-wide, and that deliverables can be created more efficiently including RFP and tender responses, which we specifically address in the next section. Some companies, especially engineering firms, also see an increase in the utilization of billable staff, likely as a result of all the operational improvements.

When AEC firms put someone in charge of the DAM and their assets, they are even more likely to realize improved marketing productivity. In firms with both a DAM and a designated asset manager, 51% claim improved marketing productivity versus 36% of firms without an asset manager.

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HOW A DAM CAN HELP RESOLVE THE IMAGE ISSUE

46+47+3+4+s46%

4%3%

51% 36%

47%

WHAT IS THE TOP bENEfIT YOUR fIRM HAS REALIzED SINCE IMPLEMENTING A DAM SYSTEM?

IMPROVED MARKETING PRODUCTIVITY more time spent on critical tasks for the company and less time on production tasks

INCREASED UTILIzATION Of bILLAbLE STAff more time spent on billable work or new business projects

SPEED TO RfP

IMPROVED OPERATIONAL PROCESS more people being able to access authorized assets

DAM WITH

MANAGER

DAM WITHOUT MANAGER

IMPROVED MARKETING PRODUCTIVITY

more time spent on CritiCal tasks for the

Company and less time on produCtion tasks

A DAM Can Clear Marketing as a Production bottleneck

One of the most useful features of a DAM system is the ability for marketing to control how images are used and who has access to which images. Leveraging the control features allows marketers to more confidently open up access to a firm’s digital asset to new users, including the executive team, business development personnel, and architects and engineers.

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96+75+75+71+65+59+40+21 75%

96%

59%

75%

71%

65%

40%

21%

EXECUTIVE OffICE/PARTNER OR PRINCIPAL

MARKETING

HUMAN RESOURCES

bUSINESS DEVELOPMENT

ARCHITECTS/ENGINEERS

PROjECT MANAGEMENT

CONSTRUCTION MANAGEMENT/fIELD ObSERVATION

OTHER

WHICH PERSONNEL WITHIN THE COMPANY ARE AUTHORIzED TO ACCESS IMAGE ASSETS?

As a result, DAM

users, and especially

those with an asset

manager, give more

people in the firm

controlled access

to image assets.

19+16+15+11+13+27Asset Managers Allow More Access to More People

Specifically, well over 80% of DAM users give controlled image access to more than 25 people in the company, compared to just 65% of non-DAM users. DAM users that also have an asset manager are much more likely than their peers to open up access to more than 250 people.

Increasing controlled access to images means marketers no longer stand in the way of using their firms’ assets. It also improves the efficiency of the marketing team, allowing marketers to concentrate on more value-added tasks and spend less time on low-value production tasks.

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2+5+5+14+16+588+8+24+24+20+162% 8% 19%

5% 8% 16%

5% 24% 15%

14% 24% 11%

16% 20% 13%

58% 16% 58%

10-25 10-25 10-25

< 10 < 10 < 10

26-50 26-50 26-50

51-100 51-100 51-100

101-250 101-250 101-250

251 > 251 > 251 >

HOW MANY PEOPLE WITHIN THE COMPANY ARE AUTHORIzED TO ACCESS IMAGE ASSETS?

DAM USERS W/ MANAGER DAM USERS W/O MANAGER NON-DAM USERS

74%

Of fIRMS WITH A PROPER DAM SOLUTION ARE

OPENING CONTROLLED ACCESS TO IMAGE

LIbRARIES fIRM WIDE

16


39+29+19+1319+14+51+16+ 28+44+16+1219% 28% 39%

14% 44% 29%

51% 16% 19%

16% 12% 13%

50%-75% 50%-75% 50%-75%

< 50% < 50% < 50%

76%-90% 76%-90% 76%-90%

90% > 90% > 90% >

WHAT PERCENTAGE Of YOUR fIRMS IMAGES CAN bE EffICIENTLY fOUND AND USED?


Dam users enjoy efficient access to images

Firms that have not invested in a DAM are the most likely to say that fewer than 50% of their image asset can efficiently be found and used. On the other hand, companies with both a DAM and a digital asset manager are much more likely to say that over 75% of images can be quickly accessed and used.

A little more than 16% of these firms go so

far as to say that more than 90% of images

are readily available to system users.

76%

Of A fIRMS IMAGE ASSETS CAN EffICIENTLY

bE fOUND WHEN A PROPER DAM SYSTEM IS

IN PLACE

OVER

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Get More Value for Less Effort

Clearly, a DAM affords multiple benefits ranging from broader controlled use of a firm’s valuable digital assets to a more productive and efficient marketing department.

While all DAM users experience these advantage

over non-DAM users, those firms that assign

someone to oversee the DAM appear to realize

the greatest gains.

DAM Systems and the RFP Process

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RFP and tender responses are arguably some of the most critical tools in an AEC firm’s arsenal when it comes to new business wins.

Most AEC firms say they invest between a half week to up to two full weeks of time to prepare a response to a single RFP. Interestingly, firms that have a DAM solution actually spend longer than their peers on RFP responses. But for most of these firms, marketing it less involved in the process.

DAM Users Enjoy a More Productive RfP and Tender Response Process

19

Dam users spend more time on rfP Development

AEC firms that use a DAM solution spend more time responding to an RFP than non-DAM users. Over 50% of firms that do have a digital asset management solution spend a full week or more on an RFP response compared to just over a quarter (26.67%) of non-DAM users.

These findings hold true whether the firm

has assigned someone to manage the DAM

system and its assets or not.

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DAM SYSTEMS AND THE RfP PROCESS

4+3+0+10+20+0+32+50+0+41+15+0+12+12< 8 HRS

4%

10%

32%

41%

12%

3%

20%

50%

15%12%

8-16 HRS 17-40 HRS 41-80 HRS

DAM USERS NON-DAM USERS

81 HRS >

HOW MUCH TOTAL TIME DOES YOUR COMPANY SPEND RESPONDING TO A SINGLE RfP?

53%

Of DAM USERS SPEND 41+ HOURS

bUILDING A SINGLE HIGH qUALITY RfP

Marketing is Less Involved in the Process

When firms invest in a DAM system, more people—specifically executives, new business development personnel, and architects and engineers—have controlled access to ready-to-use, high quality images. It follows that these individuals can be directly involved in RFP response development, and as a result, their firms become less dependent on the marketing department as the primary source of RFP production.

The research supports the theory. While DAM users spend more overall time on RFP responses, marketers at these firms are less involved in the process than their counterparts at firms that do not leverage a DAM system. For DAM users, marketing is more likely to spend 1 to 16 hours on an RFP than for non-DAM users. Conversely, for non-DAM users, marketing is more likely to spend between 9 and 40 hours than marketers at firms that use a DAM.

21

7+14+0+30+17+0+27+41+0+30+28+0+5+0< 4 HRS

7%

30%27%

30%

5%

14%17%

41%

28%

0%

4-8 HRS 9-16 HRS 17-40 HRS

MARKETING - DAM USERS MARKETING - NON-DAM USERS

41 HRS >

HOW MUCH TIME DOES MARKETING SPEND PREPARING A SINGLE RfP?

It is likely, then, that

the additional time

being spent on RFP

and tender responses

is being invested

by executives and

technical experts,

people who can

make invaluable

contributions to the

proposal content.


DAM Users May Produce Higher quality RfP Responses

With business leaders and technical experts more actively contributing to RFP responses in DAM companies, it’s likely that the quality of the RFP is richer in content and more precise. These experts are able to give first-hand accounts of the firm’s previous experiences and may be best at identifying which past projects and images are most relevant to the current opportunity.

Involving the firm’s experts in the response process—especially those individuals with directly relatable experience—also helps keep responses from becoming standard. While the marketing team may still need to do the final finessing of the language, expert input can add new depth, critical details, and interesting insight to the proposal answers.

Finally, since firms with DAMs have greater

access to more images and higher quality assets,

the visual quality of the RFP responses likely

benefits, too. The combination of these various

RFP improvements could ultimately translate

into more wins for these AEC firms.

22


DAM Systems and the ‘Bigger’ Picture: Impact

On Brand Image

23

We’ve seen how a DAM allows for better control of, easier access to, and greater use of an AEC firm’s various project images.

Beyond these specific images, DAM users also gain more control over the firm’s overall brand image. Better management of project images results in higher quality presentations, proposals, and marketing materials, thus improving how a firm presents itself across marketing channels, including websites and social media. This ultimately ensures a more sophisticated, consistent overall brand image for the firm.

What’s more, with marketers spending less time finding, sizing, and distributing images, they have more time to invest in controlling the quality of the brand, a function that produces far greater value for the firm.

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DAM Users Are Able to More Tightly Control a firm’s brand image

more time to Play brand Cop

In general, marketers say they spend more time playing brand cop than the executive office realizes. This is especially true for AEC firms that have both a DAM and an assigned digital asset manager in place.

Over half of these organizations say that

someone spends time patrolling the brand

on a monthly if not on a weekly basis.

25

5+29+19+28+1926+28+5+26+16 16+12+20+24+2826% 16% 5%

28% 12% 29%

5% 20% 19%

26% 24% 28%

16% 28% 19%

MONTHLY MONTHLY MONTHLY

WEEKLY WEEKLY WEEKLY

qUARTERLY qUARTERLY qUARTERLY

1-2 TIMES/YEAR

1-2 TIMES/YEAR

1-2 TIMES/YEAR

NEVER NEVER NEVER

HOW OfTEN DO YOU OR SOMEONE ELSE PLAY bRAND COP?


DAM SYSTEMS AND THE BIGGER PICTURE: IMPACT ON BRAND

54%

Of DAM USERS WITH AN ASSET MANAGER

CONTROL THEIR bRAND IMAGE EITHER WEEKLY

OR MONTHLY

better brand image Control across Channels

Since firms that have both a DAM and an assigned digital asset librarian are likely to have the most images and the greatest number of users, it’s not surprising that marketers need to spend more time overseeing the proper internal and external use of the assets. Since the marketers are less tied up with searching for and distributing the images, they have more time available to ensure brand integrity and oversee the appropriate use of brand assets.

Because marketers can, and do, fill this role in

firms that have both a DAM and a manager, the

companies benefit from a more tightly controlled

brand across the organization and across key

marketing touch points, including RFP responses.

26

DAM SYSTEMS AND THE BIGGER PICTURE: IMPACT ON BRAND

Who’s Looking at a DAM?

27

DAM users experience clear and tangible benefits over non-DAM users.

So it shouldn’t be a surprise that DAM solutions are gaining popularity among AEC firms. While 52% of AEC firms surveyed currently do not use a DAM, about half of these non-users are actively looking into a solution, or they will be soon.

most mid- to large-size aeC firms Are Considering a DAM Now

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Close to Half of Non-DAM Users Are Considering a DAM

Among AEC firms that do not currently use a DAM system, 32% are currently looking into a solution. An additional 16% say they definitely have a DAM on the radar and will be more closely considering their options in the near future. Just over half of current non-users have no plans to consider a digital asset management solution.

29

WHO’S LOOKING AT A DAM?

IS YOUR fIRM CURRENTLY LOOKING INTO DAM SOfTWARE?

32+16+52+s32%

52%

YES

NO CURRENT PLANS

NO, bUT WE PLAN ON LOOKING IN

TO IT IN THE NEAR fUTURE

larger firms are more likely to be Interested in a DAM

Among larger architectural firms (with more than 100 employees) and larger engineering firms (with 200 or more employees), the interest in a DAM solution goes up, with well over 50% of these firms considering or planning on considering a solution. Not surprisingly, architecture firms in this group are likely to have larger marketing departments and more quickly expanding digital asset landscapes.

63% 55%

HAVE NEAR TERM INTEREST IN DAM SOfTWARE

LARGE ARCHITECTURE > 100 EMPLOYEES

LARGE ENGINEERING > 200 EMPLOYEES

16%

failing to Consider a DAM Could Cost You

Firms that aren’t in the market for a DAM could be putting themselves at a major disadvantage when it comes to their competition—especially larger AEC firms. If the majority of competitive firms are invested in such a solution, those firms are gaining marketing efficiencies and productivity improvements. They are likely producing higher quality RFP response and marketing materials, and doing a better job at protecting their corporate brands.

Companies that fail to keep pace could find

themselves coming up short when it comes

to winning or retaining business.

30

WHO’S LOOKING AT A DAM?

Taking Control of Your Images

31

The research clearly shows a disconnect between marketers and the C-suite when it comes to understanding the digital asset landscape, with executives most likely to underestimate the scope of the situation.

Not recognizing just how rapidly digital assets are growing can jeopardize a firm’s productivity and efficiency, especially in firms that aren’t taking action to put a digital asset management solution in place.

When you stay ahead of your digital asset growth, you can help make sure your valuable assets continue to be a benefit to your organization.

32

Assess your current image challenges.

The research clearly shows a disconnect between marketers and the C-suite when it comes to understanding the digital asset landscape. To help close this gap, start tracking how much time marketing spends on tasks such as resizing images, sourcing images for presentations or proposals, and fielding requests from colleagues to source and package images.

Gather your requirements and research your DAM options.

Start by establishing your budget and the scope of your project. For example, will the solution be used by a small marketing team, or will you roll it out to the entire enterprise? Consult with internal team members to determine their needs. You should also consider any integration requirements, such as the need to access project data from, or distribute image content to, other systems.

33

5 StepS to KicK Start Your DaM project

Consider how to deploy your Dam—cloud vs. on-premise.

Many DAM solutions on the market today give you the option of hosting on your own servers or leveraging the cloud. Among major companies that use DAMs, the trend appears to be toward the cloud. However, there are advantages to both approaches. Weigh the pros and cons to determine what makes the most sense for your business.

Populate your DAM with help from your vendor.

Getting your images into your DAM is a big initiative, and it’s a good idea to define team members’ roles and assign responsibilities in advance. Fortunately, most good DAM vendors can help with the setup process. Many vendors offer data migration services, and your vendor can also provide advice and recommendations on keywording and best practices for setting up your library. Your vendor will also be a key resource for setting up integrations with other systems.

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open your Dam firm-wide.

The research reveals clear benefits of opening up controlled image access to more people in your firm, especially your executives, new business development team, and architects and engineers who can become more involved in creating higher quality proposals and sales presentations. You’ll want to plan on conducting training for all DAM users. You should also consider assigning a digital asset manager or librarian. Having someone fill such a role can maximize the benefits of your DAM investment.

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There are multiple key decisions to make during the DAM planning

and implementation process that will impact the value you realize

from your investment for years to come. Taking the time to plan

carefully, to talk to your peers and your internal team, and to

partner with your vendor can go a long way toward maximizing

your return on investment. With the right foresight and effort,

you can soon be realizing the productivity, efficiency, and process

improvement gains from a new DAM solution.

about openassetOpenAsset is the number one digital asset

management (DAM) solution for architecture,

engineering, construction, and property services

companies. It is delivered and supported by

Axomic, which has a global presence with staff

based in London and New York and clients

ranging in size from 5 to 50,000 employees.

OpenAsset is specifically tailored to solve the

image management needs of companies working

in the built environment. Its development

roadmap is guided by our client base of over 600

of the world’s leading AEC companies.

REqUEST A qUOTEOPENASSET.COM

visit us in london

axomic ltd.

stapleton house

110 Clifton street, london

eC2a 4ht, uk

+44 (0) 870 850 0435

visit us in new york

axomic inc.

137 varick street

suite 407, new york

ny 10013, usa

+1 917 267 0416

https://openasset.com/

https://openasset.com/pricing

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