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Cutting-edge marketing campaigns may spur visions of buying costly digital asset management (DAM) software, but companies would do better to scale their purchases to target specific problems, says an expert.
DAM software provides tools for organizing rich media. Traditionally deployed to manage image collections, DAM software is increasingly touted for its potential to integrate rich media with personalizedmarketing scenarios. But many companies are struggling with the basics of managing digital content and unprepared for that next step. As a result, they tend to have inflated expectations of the software and be overwhelmed following a purchase.
The gap between potential and reality was a factor when DAM software users rated their overall customer satisfaction as "mediocre" to "middling" in a recent Real Story Group industry survey.
Real Story Group analyst Theresa Regli advised companies to keep it simple and to target specific problems when shopping for DAM software.
How are companies using DAM software?
Theresa Regli: A photo library or central photo archive are the most common uses, when companies need a central place to store and retrieve photos, logo images and things like that.
There are also more futuristic reasons to buy DAM, such as multichannel marketing or creating personalized mobile marketing experiences with different rich media, but those things are either in progress or something DAM can facilitate in the future. Today, it's really a central place for images, to manage a brand and maybe create some advertising and marketing materials.
How is DAM use evolving?
Regli: DAM is going from a single place for dumping images into something that needs to incorporate a lot of different things to facilitate uses like multichannel marketing and personalized experiences.
When it comes to taking DAM into the future, there are so many things that have to do with the management and preparation of assets and using multiple media. Metadata is probably the biggest part of it -- making sure that the asset is enriched with that information and that it can travel and be read by other systems and devices. If you just stick an image into storage and you don't know what it is, it's pretty much useless.
DAM software remains relatively niche. Do you think DAM will be subsumed by other technology?
Regli: If DAM gets subsumed by anything, it'll be the larger concept of marketing technology automation. Marketing automation includes campaign management, lead management and personalization -- and many of those technologies have an asset library in the toolkit.
DAM vendors are starting to use terms like 'marketing automation,' 'campaign management' and 'personalization' -- but that's not necessarily a functionality they inherently have. It's facilitating that if there's good data, assets and metadata, but you need another technology to create the campaign and send it out. There's a lot of marketing talk about doing it in a more unified way, but no one is actually doing that yet.
The Real Story Group recently conducted a DAM software survey. Do you have any findings to share?
Regli: A lot of people aren't particularly happy with their systems. We asked respondents to rate their customer experience on a scale of 1 to 10, and the average was 4.8.
I think that's a mix of a whole bunch of things, but expectations are definitely part of it. The sales message is definitely way ahead of where organizations really are.
I was surprised at how unsophisticated a lot of the DAM use was. Most organizations are using DAM because they need a place to put pictures. These sophisticated discussions about omnichannel marketing and personalization, they get talked about a lot because they're sexy, but unfortunately people are still struggling with the fundamental problem of centralizing their assets.
Sometimes systems get blamed for organizational issues. For example, people will say their system search isn't any good, but [they are lacking key functionality because] they didn't put metadata on the images.
Do you have any parting advice for buyers?
Regli: My advice is always [that] to understand your problem is first. Understand what you're actually trying to solve and select the simplest possible tool to do that.
Salespeople often talk about how DAM is going to solve all these big omnichannel problems, but it's probably going to take companies two or three years to solve the fundamental ones. By the time those problems are solved, DAM technology and marketing technology are going to have evolved.
Theresa Regli is a featured speaker at the DAM NY conference in May. For further information on attending the DAM conference, contact Chris Smout at ChristopherS@henrystewart.co.uk.
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