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Digital asset management (DAM) is a business process for organizing, storing and retrieving rich media and managing digital rights and permissions. Rich media assets include photos, music, videos, animations, podcasts and other multimedia content.
DAM involves the creation of an archive, the development of an infrastructure to preserve and manage digital assets and a search functionality that allows end users to identify, locate and retrieve an asset. At its simplest, a DAM is a set of database records. Each database record contains metadata explaining the name of the file, its format and information about its content and usage. Digital asset management software can be used to create and manage the database and help the company to store rich media in a cost-effective manner.
While digital media management software tools were once used exclusively by publishing and media companies, they are increasingly being incorporated into content management systems and are of particular interest to retail sales companies that have customer-facing websites. DAM is generally considered to be a subset of enterprise content management (ECM), a business process for organizing text documents, email and spreadsheets.