|In the last few months, we have definitely seen an uptick in the number of companies withmarketing asset managementinitiatives. If not properly managed, the proliferation of digital content can rapidly drain marketing productivity, reduce time to market, and deplete budget. Recently, I had a number of conversations with senior executives of large enterprises that centered on the business value of digital asset management for marketing. For this reason, I am revisiting this concept in the upcoming may reportThe Business Value of Digital Asset Management: The Marketers Guide to Cutting Cost, Accelerating Time to Market, and Brand Compliance(take thesurvey). I hypothesize that there are a few different ways to measure the business value of digital asset management which I outline below. The survey, and the subsequent report, will validate exactly how top performing organizations achieve superior performance and justify the business value in these technologies.
There are a few different acronyms that describe technologies to supportmarketing asset management. Digital Asset Management (DAM) helps centralize, and archive digital assets of all types (structured and unstructured). DAM as a stand-alone technology is not marketing specific and often delivers little more than a centralize repository for digital assets. Marketing Asset Management (MAM) incorporates DAM capabilities with marketing automation to deliver a solution that is designed specifically for marketing. MAM typically includes workflow, approval, intuitive interfaces, and sometimes dynamic capabilities to customize content in the field and manage corporate brand compliance. Marketing Resource Management (MRM) typically incorporates both MAM capabilities and campaign execution capabilities to capture, store, and retrieve digital content to execute and track multi-channel outbound marketing campaigns.