DAM Moves to Heart of Enterprise in Forrester Vendor Landscape
DAM has moved out of the wings and into the spotlight.
Digital asset management (DAM) platforms were once relegated to a supporting role for media industries dependent on large quantities of rich content assets. But given the increased use of rich media assets in all industries, DAM has finally hit the mainstream.
According to Cambridge, Mass.-based Forrester Research, DAMs have moved to the heart of the enterprise.
In-House Content Driving DAM
Forrester's Vendor Landscape for Digital Asset Management 2017 (fee charged) reports enterprises are looking to develop engaging content for increasingly digitally “distracted” audiences who are being tempted by content from literally millions of companies.
According to Nick Barber, co-author of the report and an analyst with Forrester specializing in video technologies, the rise of in-house content development is pushing the major trends in DAM. Barber told CMSWire:
“There are two big things happening here. Firstly, brands are starting to realize that they don’t need to wait any longer to tell their story, they can tell it themselves. They’re starting to do that by producing their own content. Even as recently as five years ago we used to have to wait for reporters or journalists to tell the story. Now they can bypass that and go direct to consumers.
“We are also seeing a growth in the amount of content that is being created and we know that in terms of content, some of the most engaging types are videos images, infographics, things liked that. It's valuable to a brand not to have to create that content every single time.”