CMSWire – the DAM we Know, vs Need and Want

Here’s a useful article from CMSWire:

It’s a critical component of the marketing technology ecosystem.DAM must be seen as a practice that both embodies and facilitates responsiveness, agility and dynamism. It will be characterized by greater user interactivity and collaboration, more pervasive network connectivity and enhanced communication channels. More than ever, businesses will integrate and connect DAM with other tools. As an energetic force, DAM accelerate the conversation between business and consumer. Businesses creating and disseminating brand and marketing messages and products will engage with the consumer community who will respond with shopping behavior, internet searches, assets and data such as reviews, comments, images, check-ins and other online actions. Content drives the connection between people, process and technology.

It sets a context as others have about the developing importance of DAM in the Marketing technology suite.

The Bigger Picture – No DAM is an Island

Before they had dictionaries, John Donne wrote:

No Man is an Island
No man is an Iland, intire of itselfe; every man
is a peece of the Continent, a part of the maine;
if a Clod bee washed away by the Sea, Europe
is the lesse, as well as if a Promontorie were, as
well as if a Manor of thy friends or of thine
owne were; any mans death diminishes me,
because I am involved in Mankinde;
And therefore never send to know for whom
the bell tolls; It tolls for thee.

MEDITATION XVII: Devotions upon Emergent Occasions

The same is true for your DAM. It doesn’t just need the use and involvement of teams of users to influence its ongoing development, regular attention from a Librarian and a developer, and a manager to oversee it all. To realize its full potential, it needs to connect: connect to other systems, to have it’s role in a true workflow, to automate billing and tagging tasks, to be part of the PIM (Product Information Management) system.  On this topic are two recent articles, one from cmswire, and the other, from Widen.

Graphics are always great, as a picture is worth a thousand words.

How DAM and PIM Streamline E-commerce by Nate Holmes speaks to how a proper DAM takes its place among the PIM, ERP, and end-site usage systems in a large organization, say one that has a websie full of products for sale. t discusses a case study with Harman, Inc. Crow-eating time: I scoffed in an earlier post at managing a billion assets, but have recently thought more about how a site like Amazon could approach this number of images when you look at variations in color and size n their inventory. It also discusses some of the differences between a PIM and a DAM, and why it is probably best to let each do its role.

On CMSWire, there’s an related, uncredited missive, Understanding the Value of a Connected Intelligent DAM, talking about how Marks & Spencer and the Smithsonian are using OpenText DAMs and AI to master their assets, and use them to “has fully automated processes to import and deliver thousands of assets daily to a variety of channels.”

Good food for thought when you consider what is next in your DAM journey.