When selecting any process-oriented technology, a key consideration should always be "vertical" expertise: How well does the vendor understand your industry, your specific content, typical customer personas, and production workflows. So how does this play out in the Digital & Marketing Asset Management world?
Over the years, several DAM vendors have developed specific features and connectors that lend themselves to use in particular industries. In general, though, DAM vendors are more jacks of several trades, but masters of few.
We've been rating the vertical expertise of DAM vendors since early 2014. As you can see in the chart below, we rarely dub any vendor a "master" of one vertical, and even fewer excel in more than two or three industries.
Fig: Listing how many DAM vendors that target (to varying degrees) specific industry verticals.
Some Interesting Takeaways
- Multiple reasonably mature DAM offerings target FMCG, Agencies, and Retail, so if you're in these verticals, you have more options
- If you're in Government, Non-profit/Heritage, or Pharma, you'll find fewer vendors with expertise in your industry
- No vendor scores well in all the eight verticals — note how much yellow is on the chart, meaning vendors try to target the vertical but can't demonstrate the relevant features and functions
What You Should Do
Before picking or moving to a new DAM vendor, be sure to research questions specific to your industry — their knowledge of what you do and how you do it will greatly influence speed of implementation, user adoption, and integration facility.
If your enterprise is not yet a subscriber, you can obtain a complimentary DAM vendor evaluation sample here.