Forrester Research recently published its Vendor Landscape: Digital Asset Management, 2016 report. This report provides several important insights regarding the current state of the market for digital asset management solutions. It also includes concise descriptions of more than 20 DAM vendors (including ADAM), and it categorizes the vendors based on their fit for three primary use-case scenarios. The report also provides Forrester’s take on how the DAM market will evolve in 2016.
In this post, I’ll describe some of Forrester’s insights on the current state of the DAM market, and I’ll provide my take on those issues. In my next post, I’ll discuss Forrester’s views regarding how the DAM market will evolve this year, and I’ll add a few of my thoughts on Forrester’s prognostications.
The Evolution of DAM
Forrester argues that DAM has evolved from a niche solution that was primarily designed to help media and publishing firms manage production content to an integral component of a larger technology ecosystem that enables companies to provide engaging digital experiences to existing and potential customers. In its current role, a DAM solution provides a centralized repository for customer-facing content assets, basic library tools (search, metadata management, etc.) for managing rich content assets, and workflow tools that help companies streamline content development processes.
My take – At ADAM, we agree that DAM has become a vital component of a broader marketing/customer experience technology ecosystem. More specifically, we contend that rich content is now the fuel that powers the personalized and engaging omnichannel experiences that customers are increasingly demanding. Therefore, we believe that a DAM solution must function as a Smart Content Hub™ that enables enterprises to effectively manage the growing volume and complexity of content assets that are required to deliver exceptional customer experiences.
Interoperability is a vital and implicit part of the idea of DAM as a Content Hub, which is why ADAM’s solutions have always been designed and built to enable easy integration with other technology systems.
Use-Case Scenarios for DAM
The Forrester report identifies three use-case scenarios for DAM in today’s environment and states that DAM vendors tend to support one or more of these scenarios.
- Enterprisewide – Enterprisewide DAM solutions are designed to provide rich media management capabilities that support broad customer experience needs. Marketing may be the primary user of the DAM, but other groups, such as e-commerce teams, channel partners, the sales team, and external marketing or advertising agencies, will also use the system.
- Marketing – Marketing-focused DAM solutions provide capabilities for marketing departments or groups and tend to emphasize functionality such as brand management and creative agency collaboration. Some of these systems blend marketing resource management and DAM capabilities.
- Media and Production – Some DAM systems still focus primarily on supporting the management of high-end, production-oriented content for media firms, publishing companies, and similar enterprises.
My take – Publishing firms, broadcasters, and other media companies will always constitute a special use-case for DAM. However, as companies face a growing mandate to deliver exceptional digital experiences via multiple channels over the entire customer lifecycle, business functions other than marketing will need access to robust DAM capabilities. Therefore, I think it’s likely that most large enterprises will gravitate toward enterprise-class DAM solutions.