Why Digital Asset Management Is Now Officially Martech
For years, digital asset management (DAM) was either not included or was marginalized in the martech conversation. People viewed DAM as the tool of creatives, brand managers, and even (wait for it) librarians. But it’s well beyond time we recognize that not only should DAM be in the martech conversation, but that DAM has become an anchor service in enterprise martech stacks.
Six trends suggest more concretely how this happened and why DAM will remain under the martech umbrella.
1. Moving from Information Management to Marketing Enablement
DAM technology started out by supplying glorified image libraries for use by information managers and preservationists. This is still a foundational use case, but enterprises today want to focus on putting their rich visuals and media to work in customer engagement. DAM has become, for most enterprises, a key marketing enabler.
2. Tighter Integration Between Creative–IT–Marketing
Businesses are increasingly collocating DAM team with dedicated IT resources so they can quickly organize war rooms and fix problems. Like all marketing technology, DAM platforms present complicated tech problems and opportunities at scale. You need to keep your assets close, but your developers even closer.
