Types of Digital Asset Management Systems

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The current issue of Business Management Magazine has an interview with industry analyst Melissa Webster of IDC, a leading technology research company.  The article, Optimizing Digital Asset Management on page 86, includes a section devoted to defining the Types of Digital Asset Management Systems.

The types of Digital Asset Management (DAM) Systems that are mentioned in the Business Management article include the following:

Brand asset management systems: Focus on content re-use of marketing and sales materials such as product images, logos and marketing collateral.

Library asset management systems: Focus on storage and retrieval of large amounts of infrequently changing media assets—video and photo archiving.

Production asset management systems: Focus on storage, organization and revision control of frequently changing digital media.

Digital supply chain services: Focus on pushing digital content out to digital retailers, such as music, videos and games.

These definitions of the types of digital asset management systems have common characteristics with the three core categories of DAM systems defined by another leading digital asset management analyst firm.  The breakout includes the following core categories based on these use case scenarios:

Brand Management & Marketing Operations

  • DAM Library of Photo Archive
  • Basic Brand Management
  • Multi-Lingual Brand Management
  • Marketing Asset Production & Distribution
  • Ad Production


  • Periodicals Production & Distribution
  • Multi-Channel Publishing
  • Catalog Production
  • Rights-Managed Syndication & Distribution

Video Production

  • E-Learning
  • Video Ad Review & Approval
  • Short Form Video Production
  • Broadcast Video Production

This DAM analyst firm suggests Widen’s digital asset management services are best fit for these use cases:  dam library or photo archive, basic brand management, marketing asset production & distribution, and catalog production & management.

Widen’s 11 most recent customers added in Q2 2009 fall into several of these overlapping use cases, but primarily fall into the brand management and marketing operations category.  Nonetheless, they all adopted Widen digital asset management tools to make creative workflows more streamlined, improve brand consistency and be more agile marketers. 

Do you agree with the breakout of the types of Digital Asset Management systems above?  How would your use cases agree or differ? 

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