The growing importance of rich content in marketing has elevated the need for robust digital asset management technology. DAM has become an essential marketing technology for most enterprises. The implementation of a DAM solution is a significant undertaking, whether an enterprise is acquiring a true DAM solution for the first time, or is upgrading from an existing solution that no longer meets its needs.
In a recent report, Forrester Research argues that many enterprises fail at their DAM implementation because they don’t adequately define their DAM requirements, and as a result, they choose the wrong solution for their business use cases. To avoid this problem, Forrester says that enterprises must carefully define their business needs and related DAM functional requirements, and then choose the vendor and solution that best fits those business needs.
The Forrester recommendation embodies an approach to technology selection that is widely regarded as a best practice. At the highest level, the process is relatively easy to describe:
- Identify and prioritize relevant business objectives and needs
- Describe and prioritize the functional requirements the technology must meet in order to enable you to satisfy your identified business needs
- Evaluate each potential solution based on how well it satisfies your defined functional requirements
- Evaluate the strategy and viability of each prospective vendor
- Choose your solution based on the evaluations described in steps 3 and 4 above
At ADAM, we also believe that enterprise leaders should consider their overall marketing technology ecosystem when evaluating prospective DAM solutions. In today’s marketing environment, DAM solutions rarely operate in isolation, and many of the most significant benefits of DAM result only when the DAM solution is used in conjunction with other marketing technologies. In a recent guest post for Scott Brinker’s Chiefmartec blog, Theresa Regli with Real Story Group made this point nicely when she wrote, “A DAM by itself has limited usefulness: those assets have to be pushed out and used by different technologies in a wealth of ways for all this effort to benefit your organization.”
For this reason, we recommend that enterprise leaders ask several specific questions about the interoperability of prospective DAM solutions. For example:
- What integrations does the DAM solution provide out-of-the-box?
- Does the underlying architecture of the DAM solution make it easy to modify or extend the standard functionality of the solution?
- Does the vendor provide an API for the DAM solution that is comprehensive, robust, REST-compliant, and fully documented?
To learn more about ADAM’s approach to interoperability, please take a look at our Technical Proposition – Open Architecture.