In this article, Theresa Regli, Analyst for CMSWatch describes how Digital Agencies are frequently short-listed for DAM projects, even though it is not their core specialism and they may lack the required expertise:
I’m currently advising two Fortune Global 1000 companies on a vendor short list for their upcoming digital asset management procurement. Both of these companies are focused on centralizing their brand assets, streamlining the cost to create multi-lingual print advertising and catalogs, and addressing light needs around managing video and audio.
Both of these clients heard me speak about the DAM vendor marketplace at recent conferences in New York and London, and once I started working with them in an advisory capacity, the first question both asked was, “Some of the vendors on our list aren’t in your research, or you didn’t talk about them in your presentation. Why?”
The short lists these companies initially put together included both DAM vendors as well as digital marketing agencies. The former, as we point out in out Digital & Media Asset Management research, are primarily in the business of selling software. They make the majority of their revenues from software licenses and hone products over many years to accommodate common scenarios.
Digital marketing agencies, on the other hand, are primarily in the business of providing marketing services. They sell services to create brands, build ad campaigns, manage brand relaunches, and many other marketing needs. Occasionally, they also build custom tools to help their clients manage brand assets. Sometimes they host a common platform for all their clients (often based on the technology of one of the vendors we evaluate), and customize for their various clients as needed.
Read more on the CMSWatch site.
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