Advisory: 2013 Digital Asset Management Market Analysis

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Ten years from now, when we look back on the history of brand & digital asset management, 2012 may be the point on the timeline when DAM systems as standalone, siloed technologies came to an end. Though historically DAM was focused on the management of completed assets, DAM is now more broadly defined as the management of the full ecosystem of our marketing assets, from creation and production, through to management, transformation, and distribution. In 2013, technology vendors and implementers alike will strive — and struggle — to meet this ideal.  

We’re now seeing the advent of the DAM Suite — a connected set of technologies that aims to enable full end-to-end monitoring and management of the creative process. Although some vendors may offer various technologies and tell a good story about the promised ROI of the assemblage, no one yet has artfully strung together the code to make the production, management, and distribution process seamless. Tying these technologies together to facilitate faster and more targeted brand development and marketing will continue to be the focus of DAM in 2013 and beyond.