We had a DAM busy week with our Tweet Jam and articles that examined DAM for managing image libraries, the future of digital asset management, the changing needs of publishers and maximizing the potential of localized marketing.

The Road to Digital Asset Management

John Horodyski teaches a DAM course at San Jose State University. In The Road to Digital Asset Management, Horodyski explains why digital asset management is necessary, who needs it and where it is headed next.

Digital Asset Management for IT

Rick Cook looks at why all but the smallest of organizations need a consistent way to wrangle their image libraries. He says, "In the case of digital files that means a Digital Asset Management system. The acronym is DAM and if you don't do it right that's highly appropriate."

Cook explains that the amount of effort needed to set up and manage a DAM solution is proportional to the size of the image library and complexity of the users' needs.

Maximizing the Potential of Localized Marketing

Two key requirements are necessary for executing an effective content localization program: marketers must know what marketing messages will be relevant and appeal to their audiences, and organizations need the right technology tools to control the brand, customize content and make content localization scalable and cost effective. Jan Dejosse explains how to maximize the potential of localized marketing.

DAM in Customer Experience

When is a good time for DAM in customer experience? According to Irina Guseva, the time is now. Guseva explains:

The value of DAM is too often being underplayed, as it sits on the back burner, or doesn’t find its place in a specific department. I think this is a sad mistake and a lost business opportunity. If you want to provide that engaging and consistent customer experience, there’s one old adage I would like to remind you of: pictures speak louder than words."

The Rise of DAM + Optimizing Web Experiences

Last week we held our Digital Asset Management (DAM) Tweet Jam. Marisa Peacock recaps the event, which covered questions such as:

  • Given how digital we are, what is your current definition of DAM?
  • What are the core elements of a DAM strategy?
  • What 3 things make a DAM solution successful?

DAM is the Key to Customer Experience

Anjali Yakkundi shared insights into the growing demand on DAM in her article DAM Evolves into a Key CXM Technology. She points out four areas where DAM has displayed strengths and suggests that organizations looking to capitalize on its rich media assets should align its DAM and CXM strategies.

DAM Systems vs. DAM Solutions

"A difficult point for many DAM vendors to come to terms with is that many end users don't appreciate another piece of software they have to procure, configure, train, rollout and support," says Naresh Sarwan. Sarwan examines issues with current DAM systems, such as overly complex metadata cataloging and limited integration with other related products.

DAM Requirements for Publishers

According to Erik Schut, DAM requirements for publishers are changing. Now publishers must consider media assets in different formats for print, Web, tablet products and social media channels. Schut recommends integrating DAM and publishing applications that are most suitable for the individual requirements into the workflow and says, "Clearly, the DAM solution of choice needs to have an open architecture to enable that integration."