Blog - What Is DAM?

What is DAM

Where did it all start?

We are approaching the 10-year mark, from the moment I first heard the magic words: Digital Asset Management.

I think it was the end of 2013, when I was asked as a heavy user of our image bank we used at the time, to come in for an interview. I would tell the interviewers how I used the media bank, and what I would like to get more of it. I explained, and the project team listened. In return, they told me about their current project: “DAM.”

At the time I had no idea where I was sticking my nose, but for a young(ish) digitally-oriented Marketing Specialist, this sounded like a fascinating new thing - that I had to find out more about!

Back then (10+ years ago), marketing efforts were still heavily weighted towards print products. There were daily and periodical ads, catalogues, flyers and whatnot. Of course, we did email newsletters and websites (even tested out some social media - and bought dislpay advertising from media houses), but most of the work was still designing and coordinating print work, as well as processing and layout of images.

A single catalogue could require somewhere around 200-300 images, including product,- milieu,- and atmosphere types of images. Not to forget about different brand elements, in addition to these!

I was responsible for coordinating the imagery needed for each marketing effort. It was usually done in a very inconsistent manner, but perhaps the most usual collecting methods were:

Email(s) (many of them)
USB stick (or multiple of them)
Suppliers' own image banks (where you had to request for separate login credentials just to retrieve that one image)
Dropbox etc. (which often had problems with outdated links, and access).
Some older pictures might have been stored in our own very simple media bank (but hopelessly difficult to find because there were as many ways of uploading assets there, as there were uploaders).

You may not believe it (or well, common sense probably tells you it's true), but IT TOOK A LOT OF TIME to collect all the needed images, from all the various sources. Often we’d even look for the same image which already had been used for different marketing purposes - because no one remembered to save it anywhere, and then lost it. 😅.

Well, yes, but to the point:

Time went by and the IT geeks' DAM project was apparently going well, because if I do remember correctly, after about a year or so we had our very first DAM in place... and I was sold!

So what was it all about?

Imagine if you could find what you need - immediately!

According to the semi-official definition, DAM is something like this:

The acronym DAM stands for Digital Asset Management.
In addition to often referring to the information system in question, DAM also refers to the practice of digital asset management, incorporated as a part of an organisation's processes.

DAM is about making assets as discoverable as possible, and making them efficient, manageable and scalable.

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So basically then...

When used properly, DAM should be the best friend of every content producer, graphic designer, marketing planner, and yes - even a decision maker! The strategic use of DAM has a role to play in any organisation of any size, that manages different types of media in their daily lives.

A somewhat general estimation is that by using DAM, an organisation (depending on its size and starting point) can improve the time it takes to collect image assets by up to 30%.

What is an asset?

The word asset → the ownership of something. This connection also applies to digital content.

If you own the rights to a piece of content, that content becomes your asset. Content that you do not own or have rights to, is not your asset.

Why DAM?

Using a DAM not only speeds up the time spent searching for assets, but also enables the following improvements to the process:

Improves transparency and knowledge transfer (because all assets are stored in one centralized place, with consistent policies).
Reduces unnecessary duplication of assets (because everyone already knows what is available).
Reduces the use of incorrect, old or faulty assets (for the same reason as above).
Increases collaboration (because of points 1-3, but also because of standardized and automated workflows)
Speeds up the overall production cycle time (because of points 1-4).
Enables channel-independent distribution of assets (i.e. also to digital channels that weren't thought about so much 10 or so years ago; such as websites, e-commerce, social media, display advertising etc... you name it!)
Enables asset usage & conversion tracking (because well set metrics = good analytics)

...not to mention, for example, improving information security (which is something an IT nerd like - me of today - really appreciates quite a lot actually)! 😂

Security refers both to the system's own security, but alsot to rights and access management practiced in the system, to prevent wrong people (or systems) gaining access to assets that do not belong to them.

Sandra in Central Park, during DAM New York Conference 2019.

DAM as a profession

Realizing the potential of DAM as an accelerator of digitalisation, I was sparked with a whole new passion and interest towards my work, and especially towards development! ❣️

Workplaces and responsibilities evolved, but the DAM spark never let go of me.

While working, I studied for my Master of Arts degree, and got deeper into the theoretical aspect of DAM. For my thesis I made a comprehensive study and analysis about the current state of my then employer's asset management practices and requirements. The thesis also provided me with the strategic rationale for starting a DAM acquisition and implementation project. By the time it was completed, we were already in full swing with the definition phase of the project!

DAM opened up a road for me that has been insanely interesting to explore!

I have traveled the world, studied and even worked under the guidance of the best in the business, networked at seminars and explored many of the products offered by different suppliers.

But most of all, I’ve been able to help both organizations and individuals within these organizations to centralize, harmonize, standardize, streamline and digitize their workflows!

It's been incredibly rewarding, even though in principle DAM is never "finished" and shouldn’t be treated as such either.
It is a system that is meant to live and evolve together with the evolution of the organization.

This is what makes each DAM unique, and if used correctly, a strategic accelerator for any organization struggling with masses of media assets!

If anything, I'm super excited to see what is lurking around the corner to be solved next time!

I look forward to diving into the next challenge! 😍

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