15 Aug DAM: Opening the Flood Gates
So what’s this DAM thing that you keep hearing about, and can it really make a difference to your organisation? Here’s what you really need to know about Digital Asset Management (DAM) systems:
The best place to start may be to explain what a DAM is not. It's not just a desktop server, online storage account or share drive where files are saved to (or more like hoarded). Think of a DAM as a marketing technology tool. This tool enables an organisation to maintain brand consistency by connecting digital assets with its staff and partners from anywhere, at anytime.
WARNING! Again, a DAM is not one big hard drive where you dump your digital assets; it requires management if you want it to deliver its optimal functionality. Administrators, librarians and tech support are all required to ensure that your DAM runs as intended. So, before you pick an off-the-line solution from your Google search results, make sure you understand exactly what you are buying and the support offered.
DAM systems and associated products are evolving fast. Here are some of the exciting developments in this area you can expect to see:
Big Data Integrations & Business Intelligence
Big data in DAM will enable better decision making and demonstrate ROI. Current systems can already provide metrics on the popularity of assets, but there is a new layer of analytic capabilities. These use results from how shoppers engage with digital collateral and track how assets perform across channels, such as the number of “likes” on Facebook or conversion rates.
New Types of Assets
With holograms, augmented reality and virtual reality, there will be a rise of an entire new set of digital assets. This could even include innovations like ‘digital scents’ – odours that are transformed into code which could prove popular with lifestyle brands.
Sophisticated visual recognition technology will identify people, subjects, locations, facial expressions and more. Machine learning will setup DAM systems to intelligently understand both the asset and the end-user (customer). Resources do not have to be spent on hours categorising and tagging assets as DAM will take care of this itself. This is already possible, but nothing compared to the innovation coming. Artificial intelligence will be able to predict users’ needs based on past behaviour, creating a more fluid, intuitive experience.