Digital Asset Management is evolving
Digital asset management (DAM) continues to improve and evolve over time. Starting from databased image banks to media banks and ending as Content Hubs in the MarTech stack.
As corporates demand more effective ways to store and leverage assets, the discipline is required to move forward into a more integrated, comprehensive whole. DAMs are becoming integrated content hubs incorporating vast integrations and API:s with third party applications.
DAMs scale to a variety of users
DAMs are not just for marketers anymore. It is a need for the entire company, not just the marketing department. Cross-departmental use of images and other content demand that a wider variety of business users and teams like legal, sales, project management and HR are involved.
If integration within the company is not implemented, searches may require too much effort. Files are scattered across various applications, some cloud or on-premises servers. Files are living in multiple different containers. To find a file can become an absolute pain.
Artificial Intelligence deliver accurate search results in DAMs
AI-assisted image and video search is next content frontier. AI is set to be one of the definitive evolutions of the future of digital asset management. Algorithms are going to help you better take advantage of and describe content. Artificial intelligence adds value to digital content.
Thanks to AI and metadata tagging, routine business tasks that once took hours now take minutes. Innovative algorithms for pattern recognition extract meaning and understanding from data. Using an automated categorization tool you can categorize all photos in an automated fashion! Your images are parsed through, analysed and suggested which categories they represent.
AI moves from single- to multitasking
AI tools are no longer working separately for only one task. Object, voice and facial recognition combined with text search can not only find a video, it enables to find the precise moment somewhere inside a video. Combining these tools makes non-text content more discoverable.
Adding image recognition on top of OCR in your DAM boosts the accuracy level of the recognized detail in an image significantly. Implementing NLP (Natural language processing) is in content management is a big trend in 2020.
Visual communication is powerful
All businesses are now media organizations, based on the amount of content they create. Visual media’s impact on communications can be seen in every part of daily communications. Because everybody has a camera, publishing platform and display device with them 24/7, we’ve rapidly become accustomed to seeing everything. And the need to “speak visually” is expanding to all types of marketing communication.
Companies are moving towards a preference for visually-appealing content versus pages of text, which just doesn’t grab the consumer’s attention the way short videos and graphics-heavy content can. As businesses incorporate massive volumes of digital media and rich media, managers have turned to modern DAM architectures for cost-effective relationship management.
Integration and workflows
1. DAM integrates seamlessly into CMS which makes it easier to execute your multi-channel strategy. As part of the digital strategy integrating DAM with CMS means having only approved assets available for web editors to publish to the web.
2. Having a DAM system as a single source solution makes processes easier to handle throughout the company. Much of the product data is digital, a PIM process can overlap with DAM; but not all data collected in a DAM system is product related. Synchronizing DAM with PIM results in less manual work and improved searches through automation.
3. By integrating DAM as the backbone for Branding Automation Software it provides brand managers with the toolkit necessary to scale up their branding, stay in control of all brand-related content and deliver only the best of their brand.
4. Using Office 365 well known interfaces instead of first logging into a mediabank’s interface supports the consumer-user in his day to day work. The same applies to creators using InDesign as the interface in his whole production workflow. No hassle between interfaces.
