Market Trends In The Forrester Wave™: Digital Asset Management For Customer Experience

ADAM Software & Forrester Research, Inc.

DAM Market Trends: DAM In The

Age Of The Customer Anjali Yakkundi, Analyst

February 4th, 2015

Source: http://web.archive.org/web/19961109092233/http://www.lego.com/

Everyone Is A Content Publisher Today

Supporting these new, engaging digital

experiences requires a transformation

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Examples of IT vs. BT IT Strategies BT Strategies

Owned by top-down IT management Owned across business, marketing,

and technology management groups.

Inward focus on traditional back office

infrastructure and applications.

Outward focus on front office

technology and consumer

engagement

Disciplined, slow processes around

building and deploying

technology/applications

Agile, faster sourcing and deployment

of digital experience tools and tech

On premises infrastructure and

licensed software applications

Cloud-based infrastructure and

applications, including SaaS

Security Speed

Risk averseness; low tolerance for

experimentation

Risk tolerance; higher tolerance for

experimentation

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DAM is a key BT technology

Digital Asset Management (DAM):

Software used to enables the creation, management,

distribution, and retention of rich media content such

as video, images, and audio.

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As a BT technology, DAM must achieve two things

1) Enable greater marketing and business agility

2) Enable delivery of customer-facing content

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Then: Managed publishing-bound content

The solution supported rich media heavy industries, and managed print and

broadcast content and processes

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Now: Supports content-driven experiences across the customer lifecycle

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Example: Rich media used across the customer lifecycle

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Now: Enables content to be delivered across channels

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Example: Rich media across customer touchpoints

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Then: Solutions were siloed

Solutions

were

relegated to

small, siloed

creative

workgroups

or small

marketing

groups.

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Now: Part of a greater enterprise tech ecosystem

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Example: DAM can fuel digital experiences

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Example: Key DAM integration points

DAM

WCM

Campaign management

MRM

eCommerce PIM

Social depth

Analytics

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Then: Solutions focused on old-school ECM functionality

› Layout

› Storyboarding

› Metadata

› Taxonomy

› Search

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Now: Functionality enables business agility and content delivery

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Example: Forrester client inquiries

We need a DAM to manage our

content creation processes, and

enable content to be delivered for

our marketing campaigns. We need DAM that has

functionality to enable

collaboration between our

various content creators.

I want my DAM system to be smarter-

not just house my content but tell me

what content to reuse for which

customer.

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Where to get started?

Recommendations

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Recommendations

›Embrace the BT Agenda, whether you are in IT,

marketing, or the business

›Focus on enabling business agility and preparing

content to be delivered across customer

touchpoints.

›Map your reference architecture to support customer

engagement and marketing operations.

›Push your DAM solution to do more than be a

siloed, static repository. It needs to be a smarter,

centralized content shelf.

Thank you

forrester.com

Anjali Yakkundi

ayakkundi@forrester.com

@Ayakkundi

About

Global jewelry manufacturer and retailer

Over 10,000 retailers in more than 80 countries, with 9,000 employees

Benefits from DAM

Easy and faster product roll-out to new markets

Consistent brand application from brick-and-mortar store to e-shopping and mobile

About

One of the largest technology companies in the world with over 120,000 employees in 60+ countries

Active in sales and service outlets in over 100 countries

Benefits from DAM

Centralized system to manage rich media content and product information

Easily publish content to websites, mobile apps, social media, printed materials, product packaging, etc.

About

Manufactures construction, mining, and military equipment, as well as industrial equipment

Has more than 146,000 employees across 182 companies

Benefits from DAM

Created a uniform portal for customers, dealers & distributors

Quickly create product combinations to increase sales

About

Viacom operates approximately 170 media networks with over 600 million subscribers

Has over 500 branded digital media properties

Benefits from DAM

Automated workflows facilitate cross-departmental collaboration to create, edit, review and approve rich media

Consolidated system manages digital library with role-based security features

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