Asset migration is the process of transferring digital assets — such as brand documentation, marketing materials, or enhanced content — from one system to another.
To reach and retain customers, retailers and brands need to produce a number of digital assets, including images, videos, product descriptions, marketing materials, and more. An asset migration is the process of moving these materials from one system, typically a manual organizational system, to another, typically a digital asset management (DAM) system.
Most organizations move these assets to create a more structured system for maintaining accurate, up-to-date assets. A DAM can take care of the organizational legwork for a business, but the business has to first migrate its assets into the DAM.
They can do so by assessing their existing assets and system, creating a new organizational taxonomy, and manually moving assets into the new system.
It’s important that the business stays organized during an asset migration so that they don’t lose any materials. Many third-party providers can manage and automate the process to ensure everything goes smoothly.