That said, DAM software vendors could be doing more to make DAM software less cumbersome. Remember when cars had giant chrome bumpers and ornaments designed to attract attention and make the car appear to be larger than life? Well, those days are gone for software design too.

You just wouldn’t know it by looking at what’s sitting on the DAM software lot.

4. We Don’t Have Anyone to Manage a DAM

If you don’t have someone who will “own” the DAM at your organization, then stop your DAM software purchase process right now. It makes no difference whether a DAM is located in your server room or in the Cloud, someone needs to manage it. Someone needs to be its advocate, too, because there will be plenty of critics. More importantly, someone needs to be the militant visionary willing to bitch-slap your DAM vendor into fixing what’s wrong and doing what’s right.

Without an owner, your DAM software will rarely be used, and your DAM initiative as a whole will fail. Not having someone to own your DAM is a great reason to avoid having a DAM.

5. Dropbox and Google Drive are Killing DAM

Google Drive is a place I would vacation if I could. It’s so simple and clean, and the value proposition is so easy to explain.

But what I love most about Google Drive is that I don’t have to do anything other than save a file. I don’t have to remember to upload it into a DAM and I don’t have to deal with tagging, assigning categories or any of the rest of the annoyances associated with proper digital asset management. Within moments of closing my 25MB PowerPoint presentation, it appears on my Android phone ready for me to, you know, be happy that it’s there.

Then I remember that I’m not the only person in my workflow. Others actually do need those tags and categories to find my files. They don’t have the benefit of the “Recent Items” feature on my computer, and they can’t read my mind to know that my most recent budget is called “Book1.xlsx,” at least for now.

Worse, sometimes I forget to share a new file with those who need it. Sure, I could share an entire Google Drive folder, but would you? Call me crazy, but there’s something about sharing a folder via Google Drive that makes me feel like I’m giving strangers keys to my house to visit whenever they like. I’m all for my personal convenience, but I don’t want files on my computer that I haven’t put there.

Further, when I share something, I like to see who accessed it and when. Not that this usually matters any more than being able to access a 25MB PowerPoint from my Android phone, but you know how we marketing people are about our stats. I like that my DAM can show me the “who” and “when” of file sharing because sometimes it really does matter.

I love my Google Drive, but I’ve learned it’s a convenient storage location, not a DAM. Whether Dropbox, Google Drive, iDrive, SkyDrive, Cloud Drive, all-wheel drive or any of the rest, “management” is the most important word in Digital Asset Management. If DAM was just about file sharing, it would be called Digital Asset Sharing or DAS. And the last thing we need in this space is another acronym.

Image courtesy of Vladyslav Danilin (Shutterstock)

Editor's Note: To read more of David's insights into the world of DAM, check out Cloud DAM vs. On-site: There is No Real Contest