DAM at the Center

Putting DAM in the Center

Digital Asset Management (DAM) systems do way more than store pretty pictures. DAM should be at the center of a marketing teams’ content supply chain. This, according to Gartner, is increasingly what marketers are looking to do. CMOs are pouring almost 5 percent of their marketing budgets, as noted in Gartner’s CMO Spend Survey 2018-2019, for creating and managing marketing assets. 

But isn’t a DAM just a glorified cloud drive? Not so fast! As Gartner outlines in a new blog post, the right DAM can help manage AND scale your content pipeline. Nicole Greene, senior director analyst at Gartner, said that putting a DAM in the center of that pipeline allows marketers to govern the asset creation lifecycle from end to end. Impressive! So how does DAM make that happen? 

Greene shares insight to how DAM provides visibility into your assets through a content library and unified metadata. She also describes how DAM supports collaboration of the creative process and lets teams work together on single assets and campaigns. AI tagging is a capability that has greatly reduced a manual and time-consuming task. Lastly, she highlights how personalization has come to rely on the organization of a DAM to bring to assets to life. 

According to Greene, the market landscape for DAMs is becoming more complex. Multiple types of systems are gaining native DAM capabilities, making the market tricky to navigate. She advises that marketing pros consider their marketing tech stack before investing in a DAM and how DAM might be purposefully integrated into that stack. 

Yet, to remain competitive and gain advantages in the market through faster creation of content, a DAM is a worthwhile investment considering the array of benefits it yields in efficiencies and enhancing brand consistency. Considering the multitude of responsibilities marketing teams often are tasked with, a DAM is an essential solution for managing projects and reducing time to market for publishing content.

For example, creative teams at ad agencies simultaneously often share single digital assets, such as images, videos, and files, across several campaigns. With advanced filter and search capability, a DAM allows teams to easily identify which assets are needed in real time, and the assets can then be published directly to their brand portals and stored within a secure, central platform for future accessibility.

The days of time-intensive content searches will soon fade into the past entirely. The future of content creation and management lies with DAM systems that allow brands to streamline their assets through a single platform, increasing productivity, collaboration, and brand value. Perhaps the greatest advantage putting DAM in the center of a marketing team’s content supply chain is it cultivates collaboration, as teams will now have a lot more time to dedicate to the creative work that will ultimately inspire increased customer engagement.

Stephen Skidmore

Director of product marketing Acquia

Stephen Skidmore is the director of product marketing for Acquia DAM. He has more than 20 years working for software technology driving product innovation and go-to-market for companies including Lotus, IBM, and EMC. Skidmore also ran his own consulting business helping technology companies develop their product strategies.