Dedicated Digital Asset Management (DAM) vs. Web Content Management System (CMS)

30. October 2014 by Ralf Geßwein (BrandMaker) | 0 comments

DAM-vs-CMSToday, providing immediate access to your digital media assets is critical to the success of your marketing. The rapid rise of communication channels requires companies to supply appropriate content to its affiliates and own employees on the ground faster than ever before. Thus, being able to efficiently store and manage your content has become a vital function of any modern marketing platform. While most Web Content Management Systems (CMS) bring along some sort of media database, they are not really suited to the needs of marketing professionals. In contrast, a structured Digital Asset Management (DAM) is tailor-made for them and provides a rich array of features that enable marketers to get the most out of their digital assets. It instantly provides different media types like images, graphics, advertisement, brochures, banners, newsletters, slides, audio files or video clips in the required format.

By providing all these assets, structured DAM makes all marketing operations more efficient. It is the central source of relevant media for any purpose. Compared to a CMS, a full fledged DAM like BrandMaker Media Pool enables companies to share their assets with service providers, retailers or sales partners beyond the boundaries of their organizations. It makes them available for use as core components of Local Area Marketing or trade marketing and can even grant open-access where required, e.g. as a press portal.

Users looking for an image or any other digital asset don’t have to look any further than their DAM, even when they aren’t sure what they’re searching for. Intelligent semantic autocomplete, hierarchical structures, simplified search by providing topic-based click paths and a comprehensive range of search options, such as by keyword or by category, enable them to easily find appropriate material.

To gain full traction among users, a DAM has to be easy to use. Intuitive navigation and an intelligible user interface will go a long way to win over users. Seamless integration into corresponding solutions will further advance acceptance, especially if it supports authentication methods such as SSO, Active Directory or LDAP, so users don’t have to fill out multiple log-in forms. However, not every digital asset is for everybody. That’s why any DAM has to provide a rights and roles system that enables an array of users and requirement profiles to be set up.

In one of our upcoming blog posts, we will delve deeper into what makes DAM essential for any professional marketing organization. If you can’t wait for it, download our free whitepaper.

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