Adobe

Digital Asset Management: No Longer a ‘Nice to Have’

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Why Digital Asset Management

As companies undergo digital transformation, and look to become an ‘experience business’ that delivers second to none experiences to their customers and drives brand loyalty, there’s more pressure on marketing teams to create compelling, interactive and visually appealing content. With content in such high demand, marketing leaders seek to streamline the use of digital assets, and are evaluating digital asset management (DAM) solutions to do that – and a lot more.

The Digital Essentials, Part 3
The Digital Essentials, Part 3

Developing a robust digital strategy is both a challenge and an opportunity. Part 3 of the Digital Essentials series explores five of the essential technology-driven experiences customers expect, which you may be missing or not fully utilizing.

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Forrester Research has taken some of the legwork out of the vendor evaluation process with it’s latest evaluation of DAM solutions. And they’re making it pretty clear – DAM should be on your radar, even if you aren’t a media firm or ad agency. Many companies from a variety of industries have become prolific content creators, using rich media assets across a diverse set of channels. With in-house content development on the rise, there’s real value in not having to create a new infographic or video each time there’s a need, mentioned Nick Barber, analyst from Forrester, in an interview with CMSWire.

The report, Vendor Landscape: Digital Asset Management, 2017 (fee charged), will help to categorize common use cases and the vendors that align, explain market dynamics, and provide recommendations when evaluating DAM vendors. Takeaways include the benefits and impact of DAM, factors that will disrupt the market (including cloud deployments, integration with broader digital experience technology, and analytics capabilities to measure the performance of your content), and the scenarios that DAM vendors support.
For marketing scenarios, the evaluated DAM solutions tend to focus on managing content for marketing departments, or across groups within an organization. Over the last few years, Adobe has invested heavily in research and development of Adobe Experience Manager Assets, one of the leading marketing-focused DAM vendors and a vendor included in Forrester’s report. When it comes to analytics and integration, Adobe has done a great job on updating their product with recent enhancements, including:

  • Integration of Adobe Creative Cloud Adobe desktop products, such as InDesign and Photoshop, which streamlines collaboration between creative and marketing teams
  • Improved reuse and syndication of content as assets using Experience Manager content fragments
  • Insights and analytics to track asset usage and performance such as click-through rates and impressions on any digital channel
  • Ability to use original assets and create interactive, rich media viewing experiences such as zoom, 360-degree spin, and video

While the report is fee-based, David Roe does a great job summarizing the findings over on CMSWire.
And for further reading on DAM, including signs your organization is in need of a DAM solution, and best practices for implementation success, check out our guide, Build a DAM and Create Order from Chaos with Adobe Experience Manager Assets.

About the Author

I work closely with our content management practices and partners at Perficient to lead marketing efforts designed to increase awareness and impact pipeline. I have experience in a variety of industries and have spent the last decade creating multi-faceted campaigns, working to integrate various channels into the plan and maximize effectiveness.

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