The DAM Guru Program will be having a meetup at the 2nd Annual Digital Asset Management Summit 2019 (sign-up at link), hosted in NYC by Insight Exchange Network. The conference takes place on January 24th -25th, to ‘highlight and elevate the importance of effective digital asset management strategies for the enterprise,’ and the meetup will be to exchange info and discuss topics, and, apparently, have cocktails.
Dom Nicastro over at CMSWire has written a great post on The 15 Worst Marketing Buzzwords of 2018 which we heartily recommend. I’m pretty sure there’s a whole soliloquy by George Carlin that could be made from these and a dozen more, but it’s actually a cogent look at the kinds of words to avoid in sales or business conversations, along with the phrases “…let me be honest with you,” and “…with all due respect,”.
Aprimo sent out a press release announcing some new Budget Allocation tools, and some business intelligence tools they are calling “Aprimo Insights”. They have an interesting sparkly catchphrase in there that amused me:
“A Low-Code Integration Platform – Aprimo’s new Low-Code Integration Platform enables access to 200+ integration points, so enterprises can expedite and customize their organization’s required integrations.”
Hard not to be curious about their definition of “Low-Code.”
And, Widen’s Blog continues to present thoughtful articles, with increasingly rich content, on the practicalities of DAM implementation, usage, and management, with a useful article titled “The Essential Guide for DAM Admins” by Nate Holmes:
In my previous post “It’s Basic, Man” – I pointed out that often exciting and shiny new features try to steal the show. Actually, it’s usually the case that the department of smoke and mirrors, aka Sales and Marketing, that needs and easy conversation starter.
I’ve seen very few people in DAM sales and marketing that actually know the basic requirements and capabilities up to the point that they can actually use those to differentiate their product from any shiny new contestant.
What should be basic in an Enterprise DAM then?
Basic – let’s first agree on what a Digital Asset Management actually manages.
Some systems start with a file being the nucleus of an asset. File type determines the asset type, metadata gets extracted – searchable, sprinkle some access control over it – done!
I would consider these systems file management systems – as they are file centric and will fail one way or the other when workflows and integrations start to become file-less.
Even the job of managing slides, videos or non-digitizable items can’t be handled adequately.
I understand the file centric approach is historically grown. Start with a simple job: manage digital media files – more files, more functions. In the context of a sustainable, flexible and integrated enterprise DAM, I consider a digital asset a combination of six aspects in a defined state at a point in time:
- Access Control Properties
- Bytes (one or many files)
- Domain Specific Representations of associated Bytes (e.g. derivatives)
Not every asset will have all six facets. Not every asset will have history of different versions.
None of these six facets is THE digital asset – only the combination of at least two brings the asset into life, while it gets enriched by adding more and more facets or changing any of the facets thus creating different newer versions.
To be continued…
One of the most common questions I receive is how to manage a digital asset management system. This details everything from how to create the business case, to securing executive buy-in and financial support, to building the right team, deployment, roadmap and more. There is much to do, and it takes time. Many foundational layers will clamor for your attention as you prepare the roadmap of work.
More importantly, most of these structures need to be reviewed and discussed well before any technology has been purchased, let alone considered.
Technology should never lead the decision-making process for DAM demands — the business sets the foundation for the strategy first. Technology is incredibly important, and the vendor review and selection process are a critical step in all this, but that step must follow the business requirements and digital strategy. You need to know what you want to do: the purpose.
Once you know what you want to do, then everything else is spent working towards that goal because you know what you want to achieve. Never lose sight of that goal.
Well worth reading, at: https://www.cmswire.com/digital-asset-management/how-do-you-manage-your-dam/
Way back on Oct. 29, Real Story Group, a vendor evaluations company, published an interesting article and graphic on the various DAM landscape forms, dividing vendors up into four categories;
Complex, Legacy Complex, Mid-Range and Simpler.
It is a useful framework for input on which DAM vendors might be most suitable for consideration in your initial DAM discovery process for your enterprise. More at:
Here’s a goodie you should get, by the estimable Henry Stewart Publications division:
The Journal of Digital Media Management is the essential peer-reviewed, professional journal for all those involved in the capture, storage and effective application of digital media assets.
Each quarterly 100-page issue publishes in-depth articles, real world case studies and reviews written by some of the leading experts in the field
by Kai Strieder
I’ve been working in the DAM space since around 1996 – long before the term DAM or even MAM was coined. I loved and still love to help clients to make a sense of the technical, organisational and legal challenges of handling media assets, creating value and ensuring that content, stories, emotions can be shared, communicated, and set in place.
DAM has come a long way – databases for media content have started as pure systems for media companies.
News, agencies, editors, the occasional photographer. At that time even FileMaker solutions were prevalent – as were simple catalogs with a pure text-based slide catalogue: some keywords, a slide number, the drawer or cabinet where the slide resides.
What part of DAM – Digital Asset Management has come a long way?
Digital Media has come a long way. Remember drum scanners? Slide scanners? Waiting up to 90 seconds for a slide to scan in a Nikon desktop slide scanner with automatic feed? Remember the batch of 50 files named up to “Unnamed File (#49)”?
Remember the first digital SLR being a really big deal? The IBM micro-drive — a thick CF card with a spinning hard drive inside it? (I still have the 1 Gig version sitting on my desk).
Digital media has evolved in a infuriating speed: 22 years where resolutions have exponentially grown on a regular basis. Doubling the resolution of a screen, CMOS or CCD sensor isn’t even big news now.
How has the management part evolved?
The output of assets — files — over enormously over time, mostly because the availability of devices that now can take a photo or video is now ubiquitous. “The Best Camera Is The One That’s With You” is the title of a book from Chase Jarvis, containing photos taken only with his iPhone. It perfectly illustrates how prevalent today cameras are and that’s one of the points why the amount of “available media” has skyrocketed.
Available media – photos, videos, audio recordings that can be shared, referenced, used, curated – that is why the Management in DAM is really challenged. Making media available was a significant effort 10 years ago. You chose which photos to upload into a dedicated database, creating a scan, retouched it, compressing the file, uploaded it – that was a major project. Think before you shoot, be selective in what you scan, check what you upload.
Today, every shot is synched into the cloud, apps help to curate stories – a timeline of media assets made available in seconds.
Mature DAM vendors have evolved their solution or suites along. Alongside clients they accompanied for ten or even 20 years, they have stayed focused. The purpose of DAM for any organisation is to create the most value from a digital asset and then stay out of the way.
While individual users might argue that an approval process isn’t exactly “staying out of the way” – for the organisation it is a necessity to ensure that value is sustainable.
Same goes for tediously crafted mandatory metadata, where on might argue that’s way over the top for just the web page illustration. Again, the purpose is to create most value over the lifetime of the asset and reduce single-use cases. These DAM solutions have matured to a point where sharing, enabling, integrating, fitting, transcoding, have evolved up to the point where a DAM itself provides CDN capabilities.
So is it all ponies and rainbows now?
Unfortunately, in a lot of conversations with enterprise clients, I have learned that there is a huge maturity gap. And it’s neither the vault of vendors and the capabilities of their products, nor a lack of interest (read: budget) of clients to get beyond the obvious.
It’s a lack of maturity in DAM consultants.
DAM Consultants can mostly be divided into two categories:
The experienced old dogs whose rinse-repeat approaches that have been successful the first gigs. Old dogs, new tricks – you get the point.
The fresh domain-driven consultants that usually are coming to DAM from an adjacent angle, be it SEO, product and e-commerce, social media, apps — and are more or less ignorant to the whole rest of the DAM potential or the value cycle of a digital asset.
Both types are either implementation-driven (read: rinse-and-repeat a specific integration), or vendor-selection process, helping their clients navigate the path to the best tool.
When you chose a consultant, or a consultant choses you, decide wether you are perfectly clear on what your immediate goals and criteria for success are, and what your asset roadmap is – before you decide who should help you along the way.
OpenText, the global leader in Enterprise Information Management (EIM), announced that it has been positioned as a Leader in Gartner’s 2018 Magic Quadrant for Content Services Platforms. Gartner can be pretty thorough, and their research is practical and generally available, always a good thing:
They also announced “the availability of OpenText Extended ECM Enabler for Microsoft Dynamics 365 for Customer Service. The new solution, developed in partnership with Contesto, integrates OpenText’s leading Enterprise Content Management (ECM) portfolio with Dynamics 365 for Customer Service to deliver a complete set of content services to enrich business processes flows, and enable seamless customer engagement,”:
Not a sales event! Even better!