As this past week's Tweet Jam showed, while the uses and demands on digital asset management (DAM) have evolved, the foundation remains the same: intelligently managing, distributing and delivering rich media assets. While there is disagreement about where it fits in the enterprise, there is consensus that it is time to take DAM out of its silo and integrate it more fully with other workflows.
We also heard about how ads are reaching us everywhere we go, learned some questions to ask to spur creative thinking and were introduced to fuzzy logic which I admit, I am still a little fuzzy about.
Where Does DAM Fit in Your Enterprise?
Naresh Sarwan (@damnews): Before getting into the main discussion points of this article, it is perhaps worth reviewing where we are in the overall DAM product life-cycle. I would argue that not only are we well into the growth stage of DAM, but that the maturity phase is in prospect in the medium term also.
With the clients I deal with in my consulting work, expectations have progressed through three key stages which are characterized by the kind of questions I get asked:
- What is DAM? Why do I need a DAM system?
- We need a DAM system, which one should we buy?
- Our DAM system isn't delivering the productivity benefits we hoped for, how can we fix it?
Anjali Yakkundi (@AYakkundi):“What is digital asset management (DAM)?” This is by far the most common question that comes up in Forrester’s DAM-related inquiries. In part, it’s because the DAM term is going to quickly become antiquated.
Forrester defines a digital asset as any item of content that has been formatted into a binary source. Using this definition, digital assets could essentially include anything and everything: Office documents, audio files, HTML pages, videos, etc. DAM has also traditionally been used in only rich-media heavy verticals (e.g. publishing, media/entertainment, advertising), creating the sense that this is a niche ECM product geared towards the print channel.
Erik Schut (@woodwingsoft): DAM's role in the publishing world has changed as the medium has, in response to the demands of the end user and the increased capability new platforms like tablets offer. With these capabilities come new requirements that are changing the way publishers work with their rich media assets.
In this Social, Mobile World...
David Hillis (@davidhillis): So you have built your mobile website or app and now you want to monetize it. You have a few options: you can sell apps on iTunes or other stores, charge a subscription or paywall, or make your content free and subsidize it with advertising.
The best approach will be determined by your audience, the value of your content or service and your distribution model.
Virginia Backaitis: "We're pretty opposed to advertising. It really turns our stomachs."
— Tumblr founder and CEO David Karp during an interview with the Los Angeles Times in 2010
David Karp stopped just short of eating his words yesterday when he announced that the microblogging platform he founded five years ago will begin offering the "Radar" post that appears on a Tumblr user's dashboard as an ad unit beginning May 2. He made the announcement during the closing keynote at Ad Age’s Digital Conference.
James Alexander (@getvizibility): QR (quick response) codes are a major marketing trend. You may have noticed the ubiquitous contrasting-color squares on items as diverse as ketchup bottles, movie posters and business cards. The codes can be scanned with a smartphone to direct users to online content.
Norman Marks (@normanmarks): I recently met with a software company that specializes in monitoring social media. Their customers are interested in spotting "chatter" and discussions about their organization, its products and services, and the extended enterprise (e.g., vendors and channel partners). The company’s products identify and analyze all of this and report the results (generally on an exception basis) so that management can take action.
Optimize the Enterprise
David Szabo (@saasincloud): Have you ever been stuck in the mud with your car? I experienced this recently -- there's a secret to getting out of the mud that is similar to the process of turning ok startup business ideas into great ones.
The trick? Have one person controlling the car and one or more people pushing and pulling the car’s body to shift the car back-and-forth, left-and-right to give the spinning tires a chance to grab a surface that’s stable enough to climb up on. Otherwise, the car sinks itself deeper and deeper as the tires are spinning -- and pretty soon, you’ll hear the chassis touch the ground.
The process I’m sharing in this article is similar: pushing-pulling left-and-right, back-and-forth and the idea that passes through becomes a sure survivor and in some cases, a great one.
Tom Petrocelli (@tompetrocelli): The social enterprise has the potential to transform the business landscape. New ways of communicating and collaborating are helping to break down the barriers between functional silos and geography. The end result will be more agile businesses fueled by better decision making and more efficient processes.
The Tools of the Trade
Mimi Dionne (@cawprhyd): Six months ago I bought a copy of a 2009 textbook entitled, “Artificial Intelligence for Games” by Millington and Funge. It sat on the bottom of a tall column of information management books, patiently waiting to be singled out (for reading rather than dusting). Last week, I picked it up and promptly dropped it. It flipped open to page 382.
Records colleagues, do you know what “fuzzy logic” is? I inadvertently applied it to a retention management exercise I performed for a client last year and once you’ve read this article you may find you’ve done the same.
Jennifer Mason (@jennifermason): SharePoint has become quite the buzzword in many organizations today. It seems to be the Swiss Army Knife that can be a tool to solve any problem at any time. There are many good reasons, and some not so good reasons that have created this reputation. But, regardless of your current impressions of SharePoint, it is important to be fully educated before making any decisions about the product.
Christian Buckley (@buckleyplanet): In his Australian SharePoint Conference (#AUSPC) talk entitled “Driving Value with SharePoint Search: Working Smart, Not Hard” SharePoint MVP and founder of SharePoint Analyst HQ, Michal Pisarek talked about how to build out search to meet business needs and end user expectations for the platform.
Instead of focusing on the technical aspects of configuration and deployment of search within SharePoint, he focused on the business issues surrounding search — specifically, the importance of understanding your content, and how it should be organized.
Pamela Flora (@puckish222): We all lean heavily on email in the course of our work, but email can be messy: not everyone has access to every relevant thread and relevant threads get lost among other emails in the inbox. In this sixth entry in my series, we will look at how to improve communication through discussion threads.
Want to learn more about DAM? Then check in next week, when our experts will share their thoughts on which tools help get the most from your DAM solution and how to use DAM to create localized content.
Title image courtesy of Chas (Shutterstock).