End of last year, CMSWire published several articles discussing whether there is still a need for dedicated, “full-featured” digital asset management systems. In case you missed some or all of these articles, below are the links (with apologies in case I inadvertently omitted any):
- Digital Asset Management or No Digital Asset Management? That is the Question by Thomas Schleu
- A World without Digital Asset Management: If It Didn’t Exist, You Would Invent It by David Diamond
- Are Content Management Systems Good Enough for Digital Asset Management?By Laurence Hart
- DAM: A Key Marketing + Customer Experience Technology by Anjali Yakkundi
- Finding Our Way with Digital Asset Management by John Price
- Why DAM Still Matters [Infographic] by Marisa Peacock
- Can DAM Platforms Survive the Maturity Phase? by Naresh Sarwan
- Digital Asset Management – We Need it More Than Ever by John Horodyski
- We Still Need DAM – The Home Kitchen Thesis by Al Falaschi
- Deconstructing DAM Platforms: The Service Oriented Future of Digital Asset Management by Ralph Windsor
Given the backgrounds of the authors, it isn’t surprising that this “debate” was very one-sided. Of these ten articles, only three raised any real questions about the continuing need for a robust DAM system.
Laurence Hart argued that a good content management system (as opposed to a “pure-play” DAM system) can provide the asset management capabilities that many enterprises require.
Narwesh Sarwan and Ralph Windsor acknowledge that there is still a strong and growing need for “digital asset management” capabilities. However, they both argue that the DAM solutions currently available are vulnerable to attack from a range of competitors who may decide to add selected DAM functionality to their solutions.
As most readers of this blog probably know, digital asset management is one of the core marketing technologies that ADAM Software provides. Therefore, we spend a considerable amount of time thinking about how digital asset management is evolving.
We agree with many of the points made in the articles listed above. For example, the volume and variety of digital content assets that enterprises must create and manage is exploding, largely because of the proliferation of digital marketing communications channels and the growing need to customize marketing messages in order to make them relevant to customers and prospects. With the number of digital content assets growing dramatically, the need for effective digital asset management has never been greater.
We also believe that DAM systems will only provide maximum value if they are integrated with other marketing technology tools such as web content management systems, product information management systems, and campaign management systems. Therefore, DAM systems are best seen as a foundational component of an enterprise’s overall marketing technology ecosystem.