Take a look at your business.What are its assets? The building, a fleet of cars, the infrastructure, goods in the warehouse, no doubt some of these are true to your company. But as you read the list, did you also consider digital pictures of the CEO, the company logo as an image file, a media training digital video, PDF documents depicting the history of your company or details that could be useful to other companies or consumers?

If the answer is no, then there is a wealth of assets within the company that could either be generating new revenue streams, or making those all important cost savings that the board of directors are demanding.

Digital files of imagery, movie files, audio files and electronic documentation is media, or a digital asset. As with all new forms of data, there is a buzz word and a host of applications to manage it. Depending on which vendors you listen to, you either need a digital asset management (DAM) application or media asset management (MAM). For this article we will call them digital assets. And to be clear, by digital asset we mean digital material that is pertinent to your company as intellectual property and can be used to promote and depict your company. A digital asset is the data equivalent to having your company name on an office block in Brisbane.