DAM systems that have proven themselves capable of incorporation into
enterprise architectures have unleashed huge potential. As the business of managing brands grows in complexity with multi-channel, multi-region variants required for branded materials, DAM systems will have to become ever more capable and will take a center stage in the enterprise.
The new wave of DAM
systems have proved themselves very capable business process management systems (BPMS)
for the use of digital assets in enterprise business processes.
As DAM has become a key component in enterprise architectures, BPMS has quickly become
a strong value proposition in the enterprise DAM world. Today, no enterprise DAM system is
capable of defending its position without a full BPMS offering allowing control of assets in an
end-to-end workflow.
From status-driven workflows in the early 2000’s, rules-based engines quickly became the
easy “next step” before finally arriving at today’s design-driven BPMS systems that allow you
to draw complex business workflows in Microsoft Visio and ingest them into the DAM system.
Digital assets are now capable of being entirely controlled and processed in enterprise
workflows. This is the first real step for DAM in becoming truly business critical.
A Complex Equation: Brand Management in the 21st Century
With the growth of global brands and the ever-increasing complexity of technology for creating, structuring and distributing marketing collateral, it becomes essential to better manage brand, product and channel as part of a single business process. This is one of the keys tasks of DAM systems for the 21st century.
To read more about the move towards evolutions in managing brand complexity and key trends in the DAM market for the coming decade, please download DAM, What's Next? by Pieter Casneuf, CEO at ADAM Software.