What is Digital Asset Management is and why marketers should care

How companies are using DAMs in 2021 and why COVID is increasing its adoption.

Digital asset management platforms often referred to as DAMs, are software programs that store, organize, and use the entire digital library of digital organizations more efficiently. A DAM is the “single source of truth” where marketers can find any relevant version of media assets: images, PDFs, photos, audio, video, and even virtual reality or other formats.

The added benefit of a DAM is that it adds metadata to these assets, which can provide information about anything the marketer wants to know before using the asset, such as whether the company has perpetual rights to use a photo. (And in which markets), whether the legal team has approved a video, and whether an infographic or whitepaper has been revised to ensure it meets brand design standards.

In 2020 companies will use DAMS in different ways. Marketing agencies can use DAM technology to help their customers maintain consistency between internal content and advertising developed by partners. B2B companies can use DAMs differently and use a centralized insurance center for marketing and sales.

The domestic boom we’ve seen as a result of the COVID-19 pandemic is also a factor in the growing importance of DAMs, as companies appreciate the benefits of platforms that allow employees to easily work wherever they are. They are. physical.

Before software flourished as a service (SaaS), DAMs were installed on a company’s servers. But its usefulness has grown exponentially, especially for global and distributed organizations, as most DAMs are offered in the cloud-based region.

Why marketers care about DAMs

Digital Asset Management Systems (DAMs) is a central part of the organization’s technology infrastructure. The purpose of DAMs is to present, catalog, search and present all digital files. In addition, they simplify workflows and provide access to files for multiple users. As a technology center, they are often associated with IT.

So why should marketers care about DAMs? Not far from your doubts? It is not so. In fact, DAM marketing organizations are literally changing the way global teams interact, share knowledge and resources, and connect people who previously worked in silos.

Marketing is at the heart of all DAM applications. Marketing and design teams create and use most of the files in a business, from uploading branded assets to the rest of the organization to integrating assets into their ads. Therefore, DAMs must be marketing-oriented and integrate with existing creative workflows.

Let’s take a closer look at how DAMs have worked in the past and where organizations should take them in the future.


The need for DAM has grown over the years, making it a central part of an organization’s technical infrastructure. As we enter the information age, companies face new and greater challenges. They need to reach more markets, more partnerships, more channels, and more products. Not to mention the trend in employee turnover, with the Millennial generation characterized by job changes. That is why central storage is needed more than ever.

If DAMs haven’t piqued your interest yet, you should block them. The dams are so exciting that magazines spend their lives on them. A case study published in the Journal of Digital Asset Management shows how a central archive preserves a museum’s audiovisual resources. Although it has been around for a number of years, this problem continues to resonate in many organizations. As digital becomes the center of most communications, many of which are mobile, organizations’ creativity is becoming increasingly fragmented and complex. This has significant implications for an organization’s infrastructure: they need a way to organize, store and distribute all of their assets in a central repository. In addition, employees must have continuous but controlled access to the warehouse.

Some might argue that DAMs are only important in certain industries, but another study highlights the importance of DAMs in organizations outside of traditional media companies, including broadcasting, music, and advertising, the main assets of which are content. DAMs create value for a wide variety of businesses by organizing and storing their digital assets. From legal contracts to company-wide offers or even promotional materials, all of these files can be stored in one DAM.

Overall, the trend is clear: DAMs are becoming increasingly important. It is essential that small and large companies use this technology sector with more concentration and investment. In fact, this system has become so indispensable that free, open-source DAM solutions are starting to emerge.


We have discovered that DAMs are an important, if not essential, part of an organization’s technology stack. But who is central to all DAM applications? Part of the answer to the question is the types of articles that have been submitted.

Organizations typically use their DAMs to store photos and videos, ad assets, logos, fonts, business guidelines, templates, and more. The vast majority of these resources are created and used by the marketing and design teams. When these departments use their own resources, they are also responsible for loading and maintaining the branded assets used by the rest of the organization. As such, we can see that marketing is central to any use of DAM.

DAMs allow other teams to interact with marketing, resulting in successful global marketing initiatives. In particular, international organizations, with different rules and processes in their field, benefit from a central register maintained by their operators.

The Forrester research firm also explained why DAMs are becoming important to marketing. One analyst wrote that this is a two-pronged process: First, rich media, some of which has exploded in recent years, is essential to the customer-centric experience. To really organize this content, companies need a DAM. Second, marketers are the people who manage this content, both at the brand and campaign level. The graph below shows how often marketers publish new content and create new content with it. This has really made marketers the center of all DAM usage.

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