WEM Perspectives: DAM Needs More Love

We’ve been exploring Web Engagement Management (WEM) perspectives lately. This time we look at the role that Digital Asset Management (DAM) plays in engagement. And based on my experiences, I'll put a stake in the ground and say that most organizations and DAM vendors are missing out on the potential DAM+WEM love.

Web Engagement's 5 Components

We've done a deeper dive on the elements of Web Engagement Management, but the topic bears a quick revisit for those less familiar with it.

WEM in essence is the strategy and practice of how an organization optimizes its online presence. While web content management still sits in the center, the five pillars of WEM draw on a number of different tools and ideas.

The 5 core WEM concepts are:

1. Content Optimization
2. Multi-channel Management
3. Conversational Engagement
4. Demand Generation
5. Sales and Relationship Automation

Because WEM is a composite strategy, it will continue to evolve. And although changes to each area will naturally inspire activity in complementary areas, overall it's really about how an organization chooses to connect with their audience that will serve as the backbone for successful in these pursuits.

Why DAM Matters for Engagement

For all the reasons above, WEM is nothing without Web CMS, and DAM in WEM is a strategic necessity. Digital Asset Management functionality might seem like (eye) candy to marketing and advertising people, who are always on the lookout for enticing rich media — be it images, Flash, or videos.

However, whether they use digital assets in email campaigns, on the Web, or in other delivery channels, the supporting DAM systems stand to make a big difference n just how much success they find in the WEM domain.

For engagement purposes, considering the following factors:

1. Communications Consistency

For brand, message and asset quality consistency in your cross-channel communications your team should be re-using the same images, logos, illustrations and videos.

DAM systems serve as a centralized repository for all your re-usable rich media and for related services like indexing, formating, resizing and metadata management. And no, for a number of reasons, your network file share does not qualify as a healthy replacement.

2. Asset Findability

Managing DAM findability through the efficient use of metadata is critical. Without digital assets being tagged properly, chances of finding them when they are needed is slim. And DAM users need to be able to find them quickly, without having to upload duplicates. The equation is easy: Happy end users = accelerated operational processes = better-quality work = more engaging experiences for your customers.

If frustrated content managers spend hours trying to collect the right assets rather than spend that time on experience tuning, you can guess that overall quality suffers. DAM can be an important enabler via high levels of asset findability.

3. Content Management Agility

Again, think a combination of findability and re-usability with a goal to be agile in DAM production and delivery cycles. Agility is also about reducing cycle times, costs and embracing flexible, adaptive processes. Cost reduction, shorter time to market, higher content quality, deeper engagement are some of the outcomes of a greater process agility.

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Tags: adam software, autonomy, content optimization, coremedia, dam, day software, digital asset management, emc, fatwire, mediabeacon, multichannel management, north plains, open text, vyre, web cms, web enagement, web engagement management, wem

We’ve been exploring Web Engagement Management (WEM) perspectives lately. This time we look at the role that Digital Asset Management (DAM) plays in engagement. And based on my experiences, I'll put a stake in the ground and say that most organizations and DAM vendors are missing out on the potential DAM+WEM love.