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2016 was the year that DAM stopped being the spotty teenager lurking in the corner of a silo, understood by none other than its contemporaries. DAM is now firmly established as a business-critical application — vital in delivering on-brand content to multiple devices, and garnering increased user engagement. The imperative to deliver marketing technologies and engaging media at a cloud-enabled scale has resulted in DAM sitting firmly at the feet of the C-suite.
As buyers realize that one size does not fit all, they have pushed vendors to increase dynamic, scenario-based workflow and metadata capabilities. Some products are now making integration with legacy master databases part of their inherent DNA, so that data-enriched, smart assets can reside in a content hub, accessible by various business silos, yielding relevant and contextual information for all departments and the business as a whole.