DAM - What to Know Before You Go

Introducing Digital Asset Management (DAM) is a major step in your company’s digital transformation strategy. An effective implementation of DAM provides a foundation for maturing content management practices and streamlining operations. Adequate preparation for launching the software requires more effort and attention than other systems. DAM has the potential to touch nearly every area of your business from creative operations and marketing to IT and even legal as managing usage rights and product information becomes more entwined. Knowing where to start and what questions to ask to plan your roadmap for success requires a significant investment of time and the right resources.

It’s commonly known but worth repeating: Technology should never lead the decision-making process for DAM demands— the business sets the foundation for the strategy first. Most tools will solve some problems but if you don’t have a clear business objective, you may only achieve short term wins at a high cost. Consider whether you are purchasing a DAM solution to solve a specific problem, such as “organize files better so everyone can find them,” or do you intend to make the DAM solution central to a larger, long term investment into managing your organizations media and intellectual capital? While the first approach may be less costly and manageable, the latter allows for greater flexibility and the opportunity to expand DAM into other areas of business like a corporate archive. At any scale, it is necessary to keep in mind how it will affect business as usual as it will introduce some level of change.

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