As Digital Asset Management (DAM) systems continue to integrate into the larger enterprise content lifecycle, marketers can expect to see expanded capabilities. This article by Mike Waite, VP Marketing, Webdam compiles a few thoughts and predictions for what’s to come in the future world of DAM
Throughout 2017, we’ve seen the importance of Digital Asset Management (DAM) systems continue to rise across many industries as creative content cements itself in the foundation of modern marketing. Digital content has proven to be the key to success for marketing organizations. The volume, variety and velocity of content continues to grow as marketers work to keep up with demand. Thinking ahead, we’ve compiled a few thoughts and predictions for what’s to come in the future world of DAM.
Over the next 3-5 years, . Companies want capabilities that aid in the content creation, reviews and approvals, brand management and asset management. Furthermore, DAM will get another boost as it supports external activities through integrations with social media tools, PIM systems, CMS, eCommerce platforms, CRM software and more.
The increased reliance on DAM will also bring about more powerful analytics. As the central hub for creative content and collateral, DAM houses a wealth of data. Providers will focus on adding capabilities that turn this data into robust measures and reporting, providing essential insights to customers. Users will understand the impact of their assets, best performance, usage, etc.
Artificial Intelligence continues to become an integral part of the analytics equation as it’s further integrated into DAM platforms. **AI and analytics are also poised to accelerate the speed of asset ingestion, marketing execution, and performance tracking/ROI**. Use of AI is growing, accelerating content upload and organization, and increasing content effectiveness through predictive analytics
Below are a few more trends that we’ve noticed that are sure to make a big impact on the future of DAM:
- The role of APIs are set to help content breakthrough departmental silos by enabling more integrations, helping DAM become a tool for the entire enterprise
- The continued shift to cloud-based systems (replacing legacy systems) allowing for better disaster contingency, paying only for what you need, lower costs to maintain and more reliability
- Corporations continue building in-house creative teams and becoming less dependent on third party agencies
- Corporations growing their video asset collections, with every large company expected to have its own Youtube channel
- Big data continuing to drive analytics for personalization and managing customers’ digital footprint
In 2017 we just scratched the surface of DAM capabilities, and in the coming year, we will watch as they become more integrated into the larger enterprise content lifecycle with expanded capabilities including measurement and reporting.