A DAM isn’t the solution to a “storage” issue. It’s a strategic foundation for the future of brand experiences. The first generations of DAMs failed to meet the needs of creative and marketing professionals. But that doesn’t mean the core value propositions behind DAMs are any less relevant for marketing. The new generation of DAMs has elevated collaboration, marketing processes, workflows and deep integration with creative tools to help marketers do their jobs better. The right solution empowers marketers to rein in the chaos and deliver personalised content, at scale, in every channel where their customers are showing up.
It’s time for marketers to take a closer look at what they can and cannot accomplish with existing asset management processes and tools. Shared drives, online storage and legacy DAMs were never designed to deliver the strategic value that a DAM can now provide marketers. But marketers need to translate this value into tangible metrics that decision-makers can invest in today – before it’s too late.