Common DAM Configurations
Digital Asset Management in marketing continues to evolve from its humble roots multimedia database and file manager (1993), delivering progressive greater value through systems such as:
The table below indicates six basic system configurations. Many firms have tried to use Marcomm intranets to serve as their DAM, learning that they needed a true DAM system—an Image and Content Portal or Creative Workflow Repository.
Many of the terms represent self-explanatory items. A few need explanation. In particular, 3D CGI photo replacement represents the use of 3D CAD models, rendered in photorealistic detail, to product 2D product images—fast, infinitely modifiable, and way less expensive than professional photography.
Marketing claims databases represent a managed repository of “good to go” copy-written text (product claims, slogs, features and benefits, product descriptions, user directions, etc.), suitable for automated publishing workflows.
MRM stands for marketing resource management entails applications and workflows for automating a marketing operation: budgeting, planning, scheduling, project management, sourcing, process benchmarking, database-publishing, and financial governance of advertising and creative agency expenditures.
Managed supply chains entails end-to-end integration of scheduling, collaboration, transaction, project management, and digital asset data across all contributors to integrated, multichannel, pan-regional campaigns, creating full visibility of the entire marketing team and their specific contributions to revenue, profit, and return on marketing investments.
| Types | Project Portal | DAM systems | Distributed rich-media services (DAM Plus) | Managed Supply Chain |
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|---|---|---|---|---|---|---|
PROGRESSION SEQUENCE FROM ONE MANAGEMENT MATURITY TO THE NEXT MANAGEMENT MATURITY |
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| Focus | 1. Marcomm intranet | 2. Image and Content Portal | 3. Creative Workflow Repository | 4. Distributed Media Workflows | 5. Smart Marcomm Operations | 6. Integrated Marketing Management |
| Business Requirements | Share files and collaborate within team | Sharepoint, Basecamp, @task, Lotus Notes | Find marketing content and reusable media components using simple keywords and nested folders | Streamline creation and production processes for artwork, 3D CGI photo replacements, collateral, packaging, POP displays, and multimodal customer-engagement packages | Provision content and media applications to users across enterprise and partner, creating process benchmarks Lower agency switching costs and service interruptions | Speed delivery of brand-consistent multimedia materials through structured, online processes Lower sourcing costs of creative, content, and production | Synchronize global product launches and integrated multichannel campaigns using multiple centers of excellence in marketing communications |
| Key Functions | Browser or desktop access to intranet or public portal | Structured catalogs with basic metadata and search | Integration with creative tools, works of process and approval workflows | Multiple user classes, faceted taxonomies, and dynamic imaging Full integration of project management | MRM capabilities: planning, campaigns, strategic sourcing of creative services, and analytics | Pan-regional execution of print, broadcast, online, mobile, and in-field promotions and customer engagement |
| Pivots | Feedback and approval management | Marketing claims databases | Database-publishing of collateral and banner ads (smart artwork) | Ad agency governance systems | Social media optimization | |