DAM software has come to play an essential role in the marketing departments of companies and nonprofits in a wide variety of sectors. It’s especially important for organizations with large digital asset libraries for publishing catalogs, magazines, and even newspapers. The need for DAM to house and manage assets used in large-scale publishing has been made more apparent by storage problems resulting from huge growth in asset libraries. Many of the solutions were also just as straightforward as the need.
However, the reason for acquiring DAM and the types of solutions it can provide have been changing over the past two or three years. Developments and improvements in technology (especially so for communications) have been responsible for much of these changes. To keep up with changing dynamics and demands that have resulted from the immense popularity of social media, online video content, smart phones, and cloud based applications, the best DAM systems have come up with appropriate adaptations.
In addition to the classic focus on managing rich media, newer DAM solutions have placed more of a focus on branding and management of marketing assets. The following are some of the new trends in DAM:
- Growing number of media technologies: The numbers and types of technologies developed for interacting with media have jumped in the past few years. As social media, online videos, and mobile devices continue to increase in popularity, related technologies will also keep increasing in number. Many of these will likely be niche solutions.
- Brand management needs: DAM systems are becoming vital tools for effective branding due to the centralized control they facilitate over huge numbers of assets.
- Expansion in traditional publishing and large scale marketing applications: DAM systems still do this, but they also increasingly provide solutions that improve brand consistency, localization, and increase overall efficiency for quicker go-to-market times.
- Analytics: The centralized location of assets in a DAM system allows for effective ROI analysis of marketing assets.
- Workflow automation: There has been an increasing focus on developing DAM systems that allow customers to easily show their digital assets on devices such as tablets and smart phones.
- DAM in the cloud and software-as-a-service (SaaS): These kinds of DAM systems (and they generally overlap) allow for a more cost-effective and efficient approach to managing digital assets and appeals to companies that don’t need or would prefer not to deal with hardware maintenance and a heavy in-house troubleshooting load.