Trends Disrupting the Digital Asset Management (DAM) Market

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Trends Disrupting The DAM Market

Nick Barber, Analyst

March 30, 2017

2© 2017 FORRESTER. REPRODUCTION PROHIBITED.

What DAM used to be


Business And Functionality Challenges Emerged

› Multiple business users needed to access content

› Rich media became essential to the business

› Firms needed advanced search, metadata, and taxonomy

capabilities

› Companies needed scale from both an asset and globalization

perspective

› Brands wanted to avoid legal problems

And They Challenged DAM’s Relevance


DAM Appeals To A Wider Range Of Content Creators


What investments are the highest priority for customer-facing web and mobile initiatives?

17%

20%

22%

27%

27%

32%

32%

37%

38%

46%

68%

69%

Consolidate the number of software products we use

Enhance our customer data privacy and digital security

Increase our use of rich media

Add or improve secure site experiences

Use the cloud more

Create agile teams for development

Improve tools for business practitioners

Mobile-enable our websites

Improve integration with back-end systems

Implement or expand customer self-service capabilities

Deliver personalized customer experiences

Redesign the user experience

Base: 114 digital experience delivery decision makers

Source: 2016 Digital Experience Delivery Online Survey


DAM Of Today Plays A New Role

DAMWCM

PIM

OVPeCom

Email

Review & Approval

Creative Toolsets

Tasks

Brand Portal

Print


Why Is DAM Appealing? It can…

› Reduce content re-creation

costs.

› Increase operational efficiency.

› Improve brand consistency.

› Improve rights management

and compliance.


DAM – Prepare To Be DisruptedFive factors that have—or will—disrupt DAM


DAM Disruptors – Cloud

› PaaS and SaaS deployments

finally in vogue

› Enterprises can deploy rapidly,

run on latest code, scale, and

replace capex with opex

› Regulated industries can still

use cloud


DX SaaSDX PaaSDX on IaaS

Ability

to customize

and integrate

Cloud

benefitsToday

Tomorrow

Enterprise DAM cloud interest


Which are important when selecting a solution?

6%

7%

11%

19%

22%

28%

28%

31%

45%

55%

Other

Getting all components from a single vendor (bundle)

Vendor I've worked with before

Availability of service provider partners

Easy to find developers for the products

Vendor with a significant market presence in my industry…

Low cost relative to other solutions

Being able to deploy in the cloud

Using best-of-breed applications

Easy to integrate among front-end components

Base: 113 digital experience delivery decision makers

Source: 2016 Digital Experience Delivery Online Survey


DAM Disruptor – Convergence

› Adjacent technologies like

WCM, PIM, campaign

management offer embedded

DAM functionality.

› Lightweight functionality might

be served by these, putting

niche vendors on the chopping

block.


MRM And DAM Are Converging The Fastest

MRM DAM

• Library services

• Rights management

• Creative collaboration

• Rendition mgmt

• Integration

• Scalability

• Marketing/campaign

planning

• Marketing budgeting

• Marketing agency

fulfillment

• Marketing asset management

• Content workflows / approvals

• Brand asset management


And CMP Is Quickly Adding DAM Capabilities

CMP DAM

• Library services

• Rights management

• Creative

collaboration

• Rendition mgmt

• Integration

• Scalability

• Rich media focus

• Content

planning and

budgeting

• Text + rich media

focused

• SEO/SEM

• Social delivery

• Content collaboration

• Content workflows / approvals

• Content analytics


DAM Disruptors – Analytics

› Analytics

• Business users want insights

where/how assets are used and

their performance

• Pushing videos out to YouTube or

Facebook with analytics flowing

back in


DAM Disrupter – Integration

› Firms want platforms with

greater flexibility to support

experiences across the

customer lifecycle.

› DAM can serve assets into

WCM, commerce, ad

serving platforms.


But silos prevent great experiences

Merchandising

Commerce and

order management

Testing,

optimization, and

analytics

Customer support

and chat

Social listening and

interaction

Lead generation

and campaigns


DAM Disruptor –Artificial Intelligence

› Machine learning

• Google Vision, Azure Vision,

AWS Rekognition can help

surface relevant metadata and

tags, which can streamline

asset ingestion and improves

metadata governance.

Image source: Microsoft


AI Has One Big Challenge

Car

Automobile

Vehicle

Transportation

Mustang

Hard Top

5.0 Liter

21” wheels

Sports Car


Questions

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Thank you© 2017 FORRESTER. REPRODUCTION PROHIBITED.

Nick Barber

[email protected]

@nickjb

Software

Trends Disrupting the Digital Asset Management (DAM) Market