The phases of DAM maturity
According to software consultancy Real Story Group, there are three phases of DAM maturity. Value and complexity increase as you progress up the scale. We’ve taken inspiration from their assessment of the market in our description of the phases below.
DAM zero - No DAM
Suppose you have a DAM already, congratulations. You’re ahead of the millions of businesses still struggling to find their assets in a rabbit warren of file servers, folders, email inboxes, and desktops.
DAM 1.0 - DAM as a digital asset library
DAM 1.0 is what digital asset management systems were originally designed for. The system is used as a central repository for all of an organization's digital assets, making it much easier to store, search, share and access your files. However, there is minimal integration with other systems. Users tend to find their files, download them, and transfer them manually into other software.
DAM 2.0 - DAM as part of the Martech stack
DAM 2.0 is arguably the most common stage for current DAM users. The system is integrated with other software to streamline workflows and semi-automate some processes. For example, being able to search, save and use DAM contents from within design software or a CMS.
Some e-enterprises use DAM ‘headless’ as part of a content delivery network (CDN). This delivers digital assets directly into websites or apps behind the scenes and requires no DAM user interface. Like many mature DAM 2.0 deployments, this improves speed and efficiency by reducing manual intervention between content creation and consumption.
DAM 3.0 - DAM as an omnichannel content platform
DAM 3.0 is at the cutting edge of both technological capabilities and user needs.
It is being embraced and developed by early adopters as an omnichannel content platform (OCP). Omnichannel content means publishing the same content simultaneously across different channels - like your website, apps, print, and social media. An OCP is similar to a DAM in that it is a single source of truth for digital assets.
But it goes beyond traditional assets - like images and videos - to incorporate any assets needed to deliver an omnichannel experience. These might include text and data at the ‘atomic’ level.
DAM is a natural choice to manage complex ‘atomic’ content components thanks to sophisticated taxonomy, search-and-retrieve functionality, and AI-assisted tools. Whilst it’s data-based logic, peerless processing power, and established integrations with other software make it ideal for serving up highly relevant content at speed.