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Irina Guseva

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The marriage of Content Management and DAM

1-Aug-2011

Tags: Digital and Media Asset Management, Web Content and Experience Management, Selecting Technology, Adobe CQ5 , Adobe CQ5 DAM, Nuxeo DAM, Nuxeo Enterprise Platform, Omniture SiteCatalyst, Unify, Unify

Some vendors we cover in the Digital & Media Asset Management Report are in a committed, pure DAM/MAM relationship with their customers. Others – like Nuxeo, Adobe CQ and VYRE – which we have just updated with new evaluations  –  tend to favor a more open relationship incorporating aspects of WCM, ECM and DAM.

Look at Adobe CQ, for example. In the latest release, version 5.4, most of the effort went into integrating Day Software’s WCM product into the Adobe family, mainly through first steps in marrying CQ WCM with Omniture-based Test & Target and other analytics functionalities. The dame of CQ DAM didn’t get much love in this release, aside from some tweaks to video management. Also, we hear there’s a Scene7 affair going on with CQ.

VYRE, one of the vendors that also does both WCM and DAM, has shifted its focus to digital marketing and marketing automation. As a result, there have recently been rather substantial updates to Vyre's DAM functionality, including the launch of a new product dubbed OnBrand. OnBrand is a more modular, bundled-up version of VYRE Unify with some interesting features for marketeers.

Nuxeo’s first and foremost focus has always been on its ECM platform - Nuxeo EP. DAM is just one of many applications that can be built on top of it, and this is exactly how it's being treated – like a step child. Some of the most interesting developments, like the speech-to-text engine implementation, still haven't been productized or taken advantage of.

As you can see, the CMS + DAM marriage is a fascinating and multi-layered one. If you are exploring Nuxeo, Adobe CQ or VYRE as plausible candidates for your merged scenarios, or as standalone DAM systems, have a look at our latest research for some guidance on vendors’ real strengths and weaknesses.