In 2010, DAM (or Digital Asset Management) became an increasingly popular buzzword among marketing gurus and the technology sector. Articles and blogs about DAM were suddenly being seen on a number of technology and marketing related websites and topics related to online Digital Asset Management became nearly as common as information about social media at more than a few online venues.
The reason for all of the buzz about DAM in 2010 is quite simple and can be summed up with two main points:
- Organizations of all shapes and sizes realized there was increasing need for an efficient means to manage brand assets and digital media for multi-channel marketing communications.
- It was demonstrated by the fact that a great deal of very diverse DAM software solutions had become available in an attempt to meet this growing market demand.
It should also be mentioned that tech and marketing experts, analysts, and commentators certainly placed more importance upon DAM as polls and studies showed that the companies who were making use of online Digital Asset Management were frequently the best in their class. In other words, the tech gurus of the web realized that DAM worked to lower cost, increase efficiency, and was almost certainly the next major wave to change the dynamics of marketing and selling environments.
With so much positive talk about DAM in 2010, it is interesting to note that according to a poll carried out by CMSWire, nearly half of businesses that make use of digital assets are still using less efficient, “old fashioned” shared file servers. Reasons for staying with a much less efficient means of managing digital assets are no doubt multi-fold and vary by business but are probably related to such factors as:
- Perceived cost – Why switch to DAM software when shared file servers appear to be cheaper?
- Ignorance of the importance of DAM software – Companies that continue to use shared file servers haven’t paid close enough attention to studies demonstrating the need for a means of more efficiently managing digital assets.
- Inability to adapt to the new marketing and sales dynamic – Whether because of stubbornness on the part of management or just not keeping up with major shifts in technology, not every company is capable of making the changes necessary to quickly adapt to the way that marketing and sales are done in an atmosphere dominated by multiple sales and marketing channels and digital marketing.
Whatever the reasons may be to explain why companies stay with shared file servers, since DAM software lowers costs and thus increases profits, this represents a huge opportunity for companies that switch to DAM Management in 2011. By all accounts, this year appears to be the point at which DAM will become a necessity to adequately compete in a digital and social media dominated playing field so whichever companies make the change now could leap far ahead of the competition while those that wait have a very good chance of being left far behind.