Chief Marketer has a brief story in their Technology section aboutFord’s commitment to a digital asset management (DAM) system. The story is worth following up on because many Fortune 500 companies with multiple brands, multiple products and numerous consultants and vendors should be following Ford’s example.
DAMs are not new. They’ve been around for some years and were initially used by media companies who needed to manage an extraordinary number of digital assets being used in print, TV and/or the web. Having a DAM makes it easier to find a video clip or an image that can be inserted into a TV segment or print ad.
As analog has given way to digital and the number of digital assets within every organization has grown, DAMs have become much more relevant to the marketing / communications departments of non-media organizations. With different agencies managing different elements of your brand, DAMs can help ensure that each group has access to the right asset at the right time.