Making The Case For Dedicated DAM Solutions And Strategies
Romney Whitehead, writing on her own Borrowed Insight blog, makes the case that organisations should have a dedicated DAM solution rather than seeking to incorporate them into other applications like PIM, WCM etc:
“With a PIM, or even a CMS, the clue is in the name. They manage a certain set of assets and the workflow those assets need to go through. However what about the rest of the business that is not product focused? What about the HR department producing assets for posters or communications within a company? How about the UX department who are producing audio and video as part of their research? What about content marketing and the press and pr teams all producing campaigns to drive people to the product? Are those teams expected to stick their assets on an unmanaged server and spend hours looking for them and the pain of not being able to share easily?” [Read More]
These are points which we have also been making on DAM News for a while (as have numerous other people with an understanding of DAM). Digital assets are more fundamental in nature to your organisation than any of the aforementioned technologies, in fact they depend upon them to exist. If your assets are not organised, you can’t do anything useful with them. If you try and fold your DAM strategy in with some other requirement, the results will become skewed towards whatever the business priorities are of the sponsor of that initiative. This is one of the reasons why there are so many different DAM solutions simultaneously deployed inside many organisations, each with a slightly different take based the needs of whoever has just (independently) realised they have a lot of digital assets and now need to manage them.
I suspect a causal factor for the lack of appreciation of the need for a dedicated DAM solutions (and DAM strategies also) is that they do not necessarily yield a tangible product. Other technologies like WCM or graphics applications generate collateral which acts like marketing materials for the benefits they provide – you can literally see them. Until you have to find some crucial item for an important, cannot be missed deadline, organised digital assets seems like some theoretical objective which other unknown colleagues will silently and invisibly deal with for you, because everyone else must need to do this too, right? This is contributory as to why the value of DAM is consistently underestimated and the reason it gets discounted and ‘merged’ with some other initiative rather than treated as an essential item in its own right. Eventually, enough managers will begin to understand this point and DAM will get taken seriously (especially as there are going to be ever greater number of digital assets in circulation). Until then, some forward-thinking organisations will be able to benefit from a relatively simple and comparatively cheap opportunity to gain a competitive advantage over their industry peers.
For anyone based in or around London (UK) who wants to discuss subjects like this, in-person, there is a London DAM Meetup scheduled for 6.30pm on 10th March at the Dover Castle Pub in Weymouth Mews, W1 where Romney (and a number of other people who are involved in DAM) will be in attendance.Share this Article: