Content Management: Get a DAM
New research suggests that content management solutions should include an element of DAM, digital asset management.
7 March 2001, 12 pm GMT
New research commissioned by Artesia Software suggests that content management solutions should include an element of DAM, digital asset management
Their study, based on a survey of over 1,200 media, marketing and IT professionals, concludes that digital asset management is playing an increasingly critical role for virtually every information intensive organization due to the importance of integrating traditional business operations with today's emerging e-business practices.
"Digital Asset Management has emerged as mainstream technology on the critical path for information-intensive organizations," claims Alan Weintraub, research director for the GartnerGroup, on the evolution of digital asset management. "If you don't already have a DAM strategy, you should."
Digital asset management allows organizations to manage their existing store of digital assets more effectively, drive multi-channel marketing efforts, streamline the production and distribution of rich media and ensure global access by employees, partners and customers to the information associated with the digital assets.
According to Frank Gilbane of Bluebill Advisors "the definition of content management is being rewritten to reflect the growing importance of digital asset management within the organization. One of the key aspects driving this adoption is its focus on the underlying XML-based metadata that often defines an asset. As organizations suffer under an onslaught of new content types, digital asset management serves as a lifesaver due to its ability to establish a robust hierarchy for managing different content types."
"These emerging applications for digital asset management represent core competencies for taking an enterprise beyond the hype of e-business," thinks Sebastian Holst, vice president of marketing for Artesia Technologies. "What we're seeing in our research is that organizations are using this technology to create integrated operations able to perform with equal dominance in both traditional and emerging business environments."
"The proliferation in the number of media channels, platforms and formats is having a significant impact on media companies and their corresponding IT infrastructures " says John Stubbs of PricewaterhouseCoopers.
"Companies with flat or even declining revenue in a traditional channel (e.g., magazines) will find new opportunities by repositioning rich editorial content in emerging electronic platforms, such as eBooks, PCs, mobile devices, interactive TV, etc. Instead of optimizing their technology to meet just a single need, today's dynamic markets require that organizations plan for multiple platform distribution. With this change in the marketplace comes a significant need for the type of robust, yet flexible content management infrastructure that digital asset management provides."
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