A key finding in RSG's updated Digital Asset Management (DAM) technology research is that more enterprises are designating DAM as an "anchor" platform within marketing technology environments.
One of the reference models I use when advising RSG enterprise subscribers is comparing a marketing software stack to a traditional shopping mall. Amid a large number of boutique specialty stores and kiosks, you need to support a small but critically important set of anchor stores that take up a major portion of real estate.
Here's a sample MarTech mall...yours will differ. (Click to enlarge.)
Digital Assets Are Building Blocks
There are several reasons for DAM’s elevation to anchor status:
- Assets are building blocks used to create experiences that marketers want to deliver. But, in order to create consistent experiences, you want to power that experience from a single source of truth.
- DAM as a single source of truth can feed your systems of engagement like web content management, marketing automation, and social publishing tools that deliver content to all the touch points of your consumer.
To be sure, DAM is not always mission-critical for every enterprise; some of you just need simple brand/photo libraries. But if DAM technology will occupy more critical real estate in your marketing stack, now more than ever you'll want to select the right DAM solution.
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