| Marketing Digital Asset Management: Capturing, Storing, and Retrieving Digital Media to Deliver Strategic Value |
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The proliferation of marketing channels and globalization remain key challenges for every organization. Digital content will continue to expand exponentially as new marketing channels surface. This makes effective management and efficient use of content essential to maximizing return on marketing investment. A December 2007 survey of 185 companies revealed how Best-in-Class companies maximize the strategic value of digital assets through technology and organization capabilities. For the purpose of this research, Digital Asset Management (DAM) is viewed as a subset of Enterprise Content Management (ECM). The research focuses on technologies that allow marketing departments to capture, store, retrieve, and manage digital content. This benchmark enables companies to see how Best-in-Class tactics help marketing departments maximize investments and leverage technology to improve brand effectiveness, brand consistency, and return on marketing investments, ultimately delivering strategic value from marketing asset management technologies.