Forrester Rich Media Management Q&A

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Stephen Powers of Forrester recently published a Q&A document for information and knowledge management professionals giving stronger consideration for enterprise DAM solutions titled Get Ahead Of The Rich Media Management Curve.

Powers answers four key questions concerning DAM technology:

  1. Can we use an existing content management solution to handle rich media assets?
  2. What is the difference between DAM and Marketing Asset Management (MAM)?
  3. Where do organizations typically run into problems around DAM ?
  4. How should organizations approach a metadata strategy for DAM?

To answer the first question, Web Content Management (CMS) and Document Management (DM) systems are only short term solutions and do not provide accommodations for the processes that are defining features for DAM systems, including:

  • The ability to automatically transform assets eliminating the need to store different formats of the same asset
  • Access large numbers of files in remote offices
  • Create a powerful, searchable library with the ability to automatically read and extract metadata

To answer the second question, Forrester defines Marketing Asset Management (MAM) as a subset to DAM where MAM focuses on the needs of marketing professionals, while DAM accompanies the needs of marketing, IT, creative and operations.


In the third question, Powers reports that organizations run into problems with DAM because DAM system implementations require specialized experience to succeed.  This lends itself to the growing popularity and success of on-demand DAM systems / Software as a Service to handle the implementation, training, support, upgrades, roadmap, and integration.  DAM SaaS organizations can better demonstrate how their solutions satisfy the specific use cases during the RFP process, can help publicize the system to drive user adoption during the launch phases and help organizations leverage best practices for metadata strategies during the implementation phases. 


Access the full article at Forrester.com and learn how to approach a metadata strategy for DAM programs.

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