There is definitely more to digital asset management than meets the eye. That became very apparent during yesterday’s #CXMChat in which we dissected Digital Assets & the Customer Experience.

To discuss digital asset management with a host of enterprise thought leaders, digital marketing professionals, self-described technology geeks, web developers and leading digital asset vendors is like peeling back the layers of an onion -- it’s so complex, it stings your eyes to think about it all. Fortunately, we’re here to sift through the skins to make sense of it all.

Let’s start with a definition:

Q1: Given how digital we are, what is your current definition of DAM?

There was a general consensus that DAM involves the distribution of rich media and digital assets across marketing channels. It was determined that digital assets include anything you can make digital: audio, video, images, 3D, CAD but also docs, PDFs, PPTs, among others. As for defining channels, they could be defined as "not just Web flavors but call centers, social, print, email, mobile, broadcast, video, audio." 

Q2: What are the core elements of a DAM strategy?

As you can see, search and meta data were popular themes when it came to discussing the core elements of digital asset management. As it turns out, digital assets are only as good as the methods used to find them. Other elements mentioned included workflow, usability, rights management and un-siloed activity.

Q3: What 3 things make a DAM solution successful?

Though search and meta are core elements of digital asset management, when it comes to making it a successful solution, the focus shifts to usability, flexibility and customer service.

Making sure it’s the right fit for those that are expected to use it is essential to getting it to work. That being said, others highlighted a need for interoperability, clear goals and vision, and the need to get both IT and marketing working together to facilitate activity. 

Q4: How do DAM and CXM/WEM currently relate?