What is Digital Asset Management (DAM)? 

Images, videos, audio- and graphic files – a Digital Asset Management system manages all media files centrally from a single source 

What is the importance of digital asset management for a company?

Most organizations have a variety of digital assets such as images, videos, audio files, presentations, logos, graphics or PDFs. In many cases, these media files are stored in different locations within the organization, different versions or duplicates often exist, and access to these assets is also often limited for many employees. A Digital Asset Management software, on the other hand, provides a central location for creative content and neatly and reliably manages different versions as well as access rights and user roles. Due to the growing importance of multimedia assets, mediacockpit has its own integrated DAM component that supplements product information in the PIM (Product Information Management) with the corresponding complementary functions.

Companies whose product communication depend on the support of image and video material can no longer afford to work without a powerful DAM software. For example, large fashion retailers advertise each piece of clothing with multiple images for each color and from different perspectives, as well as including short videos for specific products. When these retailers add new collections to their offerings, all of this data must be available quickly. The same applies to high-priced electronics, for example, where small advertising videos or even data sheets often complete the product description.

Thanks to managing access rights, DAM systems also provide an excellent basis for collaboration between different departments, but also with external users such as agencies or freelancers. Everyone involved in content creation can be sure that the media data provided is correct and up-to-date. In addition, intelligent workflows and clearly defined responsibilities ensure transparent and reliable processes, from image editing to distributing to the various marketing and sales channels.

Key capabilities of a DAM software

Digital asset management solutions manage media such as images, videos, audio or graphics files in different file formats and versions. This makes it possible to track changes, for example. Product images can be stored in different sections, dimensions, and formats, and can be routed out appropriately for each distribution channel. Since many different internal and external users often work with digital assets, DAM solutions also have sophisticated rights management that enables efficient workflows with maximum security and transparency.

Numerous interfaces intelligently integrate the central DAM with the existing IT landscape. For example, mediacockpit has interfaces to content management systems (CMS), online stores, Adobe Creative Cloud applications such as InDesign and Photoshop, and Microsoft Office PowerPoint. In this way, the DAM system becomes a central hub for all digital assets in the company – no matter where they are created, edited, or ultimately published.

What data is managed in a DAM software?

In a DAM system, unstructured data is managed, maintained, enriched, and made available. Unstructured data refers to information elements that do not exist in a formalized structure. Unlike structured data, which is set up under a defined data model, unstructured data is not interpretable itself to begin with – it is like a vessel that cannot be easily looked into. This includes:

  • Images
  • Videos
  • Audio files
  • Presentation such as PPT files
  • PDFs
  • Logos
  • Banners
  • Text files

What data is not managed in a DAM solution?

Structured data such as product information, customer data, or master data is not managed in a DAM solution. This type of information requires special data models that are mapped by product information systems (PIM), customer relationship management systems (CRM) and enterprise resource planning systems (ERP).

What other terms are there for Digital Asset Management?

Precisely because of the large number of different assets, there are some terms that are used synonymously with DAM. These include video asset management, if only video data can be managed, brand asset management, media management, (rich) media asset management, digital content management or digital media management.

Do you have any questions about DAM? Or are you looking for a competent software partner for your PIM/DAM project? Our experts are happy to help!

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Further information on Bertsch Innovation solutions

Product Information Management (PIM)

Database Publishing

Digital Transformation

Electronic Catalogs

Product Data Classification