What does all this mean for businesses?
Of course, the choice of which systems are suitable or not always depends on the individual framework conditions and the goals of a company. As soon as the product range becomes larger, more and more marketing and sales channels are added and new markets are entered, it is time to rethink the system architecture. In general, the responsible parties must be aware that all departments in the company have specific requirements for data and information and, depending on their characteristics, quality and availability, they can perform their work with greater efficiency.
This is why it is so difficult to find a comprehensive solution for every need – and the truth is the more complex the business world becomes, the more certain it is that such an attempt is doomed to failure. Best-of-breed has no alternative in today’s business environment, and that means focusing on individual use cases as well as cross-system workflows and interfaces. Only with this kind of strategy can a future-proof system architecture and organization be built.
Therefore, companies must continue to use their central ERP system to provide organization-wide quality-assured master data for downstream systems and processes. In addition, they need a modern PIM solution that enriches the product-related master data from the ERP system with further information, editorial content, and marketing- and sales-relevant elements in order to provide communications managers with the best possible support in presenting the product range in a way that is appropriate to each channel and context.
A dedicated DAM system, in turn, helps marketing create and manage visually appealing product content and use it effectively across all channels. In this process, DAM systems help streamline creative workflows and facilitate collaboration on and around digital content.