As I sat in a dealership waiting for my car to be serviced, everywhere I looked I saw evidence of a DAM system in use. It was a long wait, so I had a lot of time to examine the assets, looking for innovative uses (or lack) thereof.

Many of my DAM compatriots have written before about the perils of DAM innovation from a technology point of view. So let's look at it from the customer experience angle.

Let’s Have a DAM Talk

A DAM system allows businesses to create, manage and deliver many beautiful and useful assets: catalogs, brochures, infographics, videos, podcasts, shoppable media, photo galleries, presentations, large-scale digital displays content, interactive and touch-focused content for displays with touch overlays, and so on.  

Some organizations push the DAM system to its limits, challenging and extending the system's potential as they innovate. Others, like the dealership I was sitting in, remain content with laminated print catalogs and cardboard posters.

By relying on the bare minimum of what a DAM can offer, the dealership lost an upsell. The latest hot rod didn't looks so hot in the poster decorating the walls, and there was no other way to interact with it in the waiting room. Had I had more to go on, they could have easily upsold me on the model given the time I spent there.

By its nature, DAM is one of the more creative and exciting technologies in the MarTech stack. DAM is one of the foundational elements for a successful customer experience — be it online digitally or in the brick-and-mortar, physical, in-person experience. It takes innovative product, people and processes to connect online and offline in beautiful and useful ways.

Bridging Online and Offline is DAM’s Job, Too

One of my favorite luggage brands does a great job online, providing a more realistic interaction with products through rich visuals and dynamic media. It often feels like I am looking at that bag in a store, when in fact I'm sitting at home, examining it on my laptop.

Interactions like this take a lot of innovative thinking about processes in the DAM backend, as well. To be agile and dynamic, you need to rethink your creative processes. And that means making the entire lifecycle — from shoots to processing to delivery — more agile.

More innovation is needed in DAM experiences bridging online and offline experiences. You know me, you know what I’ve bought in the past, you know what I looked at online on my computer and my phone. How come you’re not personalizing my searches to bags in my favorite color? How come you don’t at all “know” me when I come into one of your stores? How come you’re not pushing me relevant products via email when I’ve provided every little detail of my consumer life to you and connected with you on social channels? And how come you never once took advantage of my social activity highlighting your brand?

Can You Be the Uber of the DAM World?

Innovation is a risky endeavor. Not every organization is willing to go into untested waters. Just like not every customer will appreciate innovation and invest into it. 

But in reality, innovation is a matter of brand survival, even if it may be hard to prove ROI and get everyone onboard internally. 

Innovation and market disruption often go hand in hand. Do you want to reinvent your brand and distance yourself from competition? Do you want to be the Uber of using DAM to improve your customers’ experiences? Some will choose to be stuck in the print catalog era, others will explore innovation like interactive, touch-enabled large screens in-location.

So, when you think about DAM and innovation, ask yourself these questions:

  • How far is your innovation strategy from the DAM reality?
  • Are you using your DAM to its fullest potential?
  • What can you do to be better?
Creative Commons Creative Commons Attribution 2.0 Generic License Title image by  Jason Pratt