While Digital Asset Management (DAM) solutions have been around for many years, digital trends are consistently evolving – this means that customers want their DAM vendors to change, as well. Many vendors, and their clients, are locked in to outdated code and decades-old technology – that isn’t good for the client or the vendor. Yet, with an increase in Internet speeds, the cloud and Software as a Service (SaaS) business models, the Über revolution is truly underway for the DAM market.
According to Best Practices: Digital Asset Management, Forrester Research, Inc., 2013, “The amount of customer-facing rich media content, particularly HD video and high-resolution images, [which] organizations manage has skyrocketed. And it’s not just traditional web experiences: Rich media is important to delivering rich experiences across established channels like kiosks, digital signage, print, and mobile and emerging channels like wearables and smart cars.”
Going to the cloud
Marketers must respond to the pace of ever-changing web, mobile and social channels. As a result, DAM systems must follow suit. Over a decade ago, marketers often used licensed software to solve any digital content issues. Yet, with the current bevy of social and mobile channels for content delivery, traditional software just seems too weak to handle an overflow and a wide variety of digital assets – hence the emergence in the popularity of DAM technology.
Although, now, cloud-based platforms are pushing technology even further as marketers are inclined to contain costs. With a cloud-based DAM system, software can be hosted completely off-site. This means that businesses, small or large, can save expansive amounts of digital assets, run their business from anywhere and offer remote access to digital files for mobile users. Not to mention, cloud-based DAM solutions improve collaboration, infrastructure and flexibility. Furthermore, there is the cost savings from a reduction in hardware, software licenses, data center utilities and staff costs.
One of the key trends in marketing is the ability to give consumers a behind-the-scenes look at their company, products and services. Marketers understand that they can be held hostage if they host their media files on their own servers. It’s critical to understand which brand assets brings the biggest return on investment to your marketing efforts. This is why DAM solutions, that offer features such as file preview, custom branding, metadata keywords and online commenting helps marketers give their clients the transparency they crave.
Twenty years ago, DAM vendors were talking about globalization. Some still mention that phrase today. Yet, the current trend is no longer globalization, it’s personalization. This is just one of the many ways the Uber revolution is coming to the DAM market. Now that social media, news feeds and mobile devices are common – most consumers are used to deciding what types of content they will receive and when. So, marketers are looking for methods of making the right brand assets easy to find, making them safe to share and ensuring they can be tracked through multiple channels. DAM vendors, who want to keep up with the market, are taking note and making changes.
Over the last couple of years, most forward-thinking DAM vendors have made the move to a SaaS model. Many of these are built from the ground up offering drag and drop functionality, intuitive features and mobile access. This means that companies of all sizes benefit. In addition, the SaaS model makes a DAM solution very affordable for a wide variety of business models. It’s critical for marketers to enjoy options such as version control, image banks, collection capabilities, labels and easy sharing.
The DAM market is moving forward with its unique version of the Über revolution. There isn’t a more opportune time to be in marketing than in this day and age. Contemporary DAM solutions are now able to scale with any business need. Moreover, cloud-based solutions make asset storage more cost-effective with the added benefit of efficient growth management.
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