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Dam News & Analysis

Week in Review: Buy or Build Your Marketing Cloud + Gartner's Hype Cycle Kings

Wishes for the CMO
A study of chief marketing officers reveals some interesting contrasts between their optimism and their realities.

Marketing, Meet Technology
The chief marketing technologist was the center of attention at this week's #MarTech. And we got people talking.

Social Business Done Right
What differentiates the companies that capture the full value of social technologies from those that do not?

Next Stop for Oracle: Social
Oracle has added Social Station to its social relationship management suite.

Gartner's Hype Cycle Leaders
Believe the (Gartner) hype about leading digital technologies? 

Market Liked Ballmer Exit
Steve Ballmer leaves Microsoft's board. Stock price rises 39 percent since he left as CEO. Coincidence?

60 Seconds Could Cost You Millions
The problem with Web CMS and how to fix it.
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DAM Confusion in the Marketplace

2014-21-August-Maze.jpg(UPDATED 8/27) With the announcement of Microsoft’s partnership with the DAM vendor ADAM last month, it would be easy to say that Microsoft has de facto conceded defeat for SharePoint, a MS tool often promoted as a DAM. This would be a mistake; SharePoint and ADAM were never really competitors. Despite the claims of some enthusiastic sales people, SharePoint has never really been functional as a true DAM system. This new partnership solidifies SharePoint’s role in an overall DAM strategy as a file sharing and workflow tool that can be integrated with true DAM system – and especially so with ADAM, as they share the .NET code base.

One question still lingers: will Microsoft continue to promote SharePoint as a DAM tool while using ADAM both internally and as the DAM solution in their cloud offerings? Both the question and its answer open up the complex world of DAM marketing and branding for those in the industry.

6 Reasons Why People Don't Use Your DAM

2014-20-August-Dice.jpgYou've invested time and money in creating a new digital asset management (DAM) system -- and then you find your people have stopped using it and reverted to their old ways of managing and sourcing digital assets. That's frustrating, but it happens sometimes. If you know the reasons why this happened, you can get started on fixing it.

Manage Digital Assets and Customer Experience Simultaneously

2014-19-August-Magic.jpgAs the digital marketing landscape evolves, so too does the practice of digital asset management (DAM). Gleanster’s 2013 report on DAM found 67 percent of survey respondents planning to increase budget for content management tools and initiatives this year. In a world increasingly dominated by digital experiences, digital assets fuel the customer experience -- but many brands still separate DAM and other strategies. By siloing their teams and their technologies, these companies effectively stifle their success.

By integrating DAM with customer experience management (CXM), brands can quickly and easily deliver rich media content. This contributes to more personalized, relevant and efficiently-delivered customer interactions. Three magical things happen with the marriage of CXM and DAM.

Library Science, Not Library Silence

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It’s no secret that I’m a fan of adding information professionals to digital asset management teams. While the rest of us are focused on the how-much and how-to of making a new DAM fly, it’s an information professional’s job to ask, What are you trying to do?

It’s a question that can lead to more successful DAM programs, but it’s a question that is best asked by someone who knows what to do with the answer. And those people are all too often not in the room. 

Confronting the New (and Not So New) World of DAM

DAM, 2014-18-August-Rose-Reading-Room.jpgAlthough digital asset management has arguably been around since at least the 1990s, the virtual explosion of multimedia has catapulted it near the top of the stack for many organizations. Despite its middle age, DAM is often presented like a new answer to the growing reliance on multimedia digital content and delivery.

There is a debate between: a. Those who see DAM as sufficiently different from other content management challenges and their solutions that it needs new strategies and new computer systems designed specifically with DAM in mind. And b. Others who see DAM as just a unique form of enterprise content management (ECM) for which today’s ECM systems, with a little tweaking, can do just fine.

Week in Review: Customer Experience is Everyone's Job + Social Business Myths

Not My Job
Customer experience transcends work silos.

Tell Us a Story
Brands pursuing customer engagement are turning to multimedia digital storytelling.

Land of Social Business Make Believe
Some social enterprise deployment issues are based on myths, fairytales and falsehoods.

Build the Future of Work
Networks provide companies increased resiliency, efficiency and innovation.

Microsoft Moves Into the Home
Microsoft named 10 start-ups to its home automation accelerator program.

Weed Out Bad Processes
IT professionals must act as gardeners to allow businesses to flourish.

3 Innovative Vendors in Knowledge & Collaboration 2014 (New)
This report highlights three innovative vendors of note in 2014.
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Get Executive Buy-In for Digital Asset Management

2014-15-August-Picture-Taking.jpgWe live in an image rich world. We take thousands of pictures on our personal devices with ease. And brands are committed to visual storytelling now more than ever.

Like many organizations, you may find yourself at a crossroads between how you’ve managed digital content up until now and how you plan to address future digital asset management (DAM) needs.

Let DAM Do the Dirty Work

DAM, 2014-14-August-Washing.jpgCreating unique digital experiences aren't easy. If we look at how organizations address the challenges of content creation and management, it quickly becomes clear that we're struggling to match our content production capabilities with the speed of the market. If an organization is slow to collaborate, unable to share digital assets, or labors to fully utilize its content technology and tools to be productive, it will be slow to deliver digital experiences at the right time, place and channel. Here are three quick tips to improve collaboration and reenergize creative and marketing.

What's the Value of DAM? Let Me Tell You a Story

Digital Asset Management, 2014-13-August-Puppets.jpgDigital asset managers often find themselves in the difficult situation of trying to explain or defend the arcane arts of DAM systems management to both business owners and asset creators. Business owners know they need DAM, but can have trouble justifying the resources to fully support it, let alone take it to the next level.

But once the conversation turns to how we can support digital storytelling through integrated content management, we find that we can better align the role of DAM with the business vision. This is a better story to tell than droning on about the importance of metadata (and yes, metadata is still important!).

Improve DAM Creative Workflows First, CXM Will Follow

Digital Asset Management, 2014-12-August-Spin.jpgWhile I believe DAM belongs in the same sentence with customer experience management (CXM), “omnichannel,” “engagement” and “marketing automation,” I am also convinced that your creative professionals cannot be productive (and thus have more time to do “engaging” things) if they’re wrestling with how your DAM handles creative files, collaboration and creative workflows. You need to fix this problem before you jump on the Experience Management bandwagon.

Introduction to CMIS4DAM: The Key to DAM Interoperability

Despite 2013 being generally acknowledged as the time when both DAM users and software providers saw the need for improved interoperability, very little has happened towards making that goal become a reality. The DAM industry is guilty of self-obsessed and narcissistic behavior or (at best) an apathetic and fatalistic attitude that assumes interoperability is someone else's problem which might never get solved anyway. System developers are more interested in telling you how brilliant their products are; consultants and analysts highlight the issue, but do not offer any solutions.

Meanwhile, the ongoing DAM interoperability crisis smoulders away and users whose assets are sourced from another system (whether another DAM or a different class of enterprise application entirely) continue to grapple with complex and expensive custom integration projects that try to fill a void which should be occupied by a definitive industry-wide standard.

5 Steps For Company-Wide DAM Adoption

2014-07-August-High-Five.jpgIt can be challenging to get an entire organization on board with a new DAM platform. Most of us don’t love change in our routines or embrace it with open arms. 

But as businesses race to produce more creative assets to get their brand’s message heard, digital asset management (DAM) software has emerged as the best platform to coordinate assets and ensure that an organization's brand is being presented correctly and consistently.

What can organizations do to not only get people using DAM, but build stickiness into the experience? Here are five steps to achieve strong user adoption for your new DAM software.

Improve DAM Workflows Without Breaking the Budget

2014-06-August-Hard-Times.jpgThe last thing creative staff want to do is add metadata to their assets and upload them into an asset management system. They want to create, not spend any amount of time performing administrative tasks. And I don't think it's a good use of their time either.

But these tasks are essential. It doesn’t matter how great the content is if you can’t find it, and if you can’t find it, you can’t use it.

DAM Helps Deliver Experiences Worth Talking About

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A tidal wave of content is diluting the web, social media and physical spaces, making the job of a marketer much more difficult. Decent content is now as easy to ignore as awful content. Just as Stephen Colbert and Jon Stewart parody the 24-hour news cycle, the “omnichannel,” “real time,” “engaging,” “targeted” and “viral” content world is now mocked by websites like Clickhole and TrapCrunch. Only outstanding writing, videos and images will have an impact.

Getting people to care about your content doesn't come down to just the act of distribution -- it's about the full life of communications, from creation to preservation. That’s why I believe digital asset management (DAM) plays such a crucial role in marketing. It’s not just about simplification or saving time -- it’s about delivering an experience worth talking about.

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