What is Digital Asset Management (DAM)?

Discover what digital asset management is, key features, top industries and teams that can benefit from DAM, and how to choose the best DAM solution.

Digital asset management is a process that organizations use to centrally store, organize, locate, collaborate on, and distribute digital files efficiently. Digital asset management platforms provide the foundational technology brands need to streamline workflows, accelerate creative projects, and maximize content value.

Introduction to digital asset management

A digital asset management platform enables streamlined brand asset access, management, and sharing. DAM software addresses dispersed team challenges like file management, version control, asset search and retrieval, and user permissions issues. DAM replaces basic cloud storage with a robust platform for media asset management. With a connected workforce and DAM content readily available, brands benefit from accelerated digital content launch, enhanced collaboration, improved workflows, and strengthened brand identity.

Key features of digital asset management systems

Digital asset management systems have all the robust features your organization needs to streamline digital content management.

Centralized repository for digital assets

Digital asset management allows organizations to migrate all content from cloud storage platforms, hard drives, and servers into one organized asset library. DAM platforms can store hundreds of file types, so organizations can count on them for all their file storage needs.

Advanced search and retrieval capabilities

DAM software can quickly locate specific files across any size asset library. Most digital asset management platforms have powerful metadata search, filtering, and facial recognition. Best-in-class DAMs also include AI-powered search to find specific media instantly.

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Metadata management and tagging

DAM software streamlines metadata management for creatives, content managers, and marketers. Digital asset management includes auto-tagging to capture contextual media metadata, optical character recognition (OCR) to scan and store text from documents and PDFs, and custom metadata for your campaign and product data needs.

Version control and asset history tracking

Digital asset management simplifies version control and storage by layering all versions of each asset in one file. DAM includes version history tracking and enables teams to find, access, and use previous asset versions quickly. Since asset versions are layered in one file, organizations realize increased cloud storage savings and reduced redundancy of duplicate digital assets.

Access control, permissions, and digital rights

DAM systems give organizations complete control over their valuable digital and brand assets. DAMs come equipped with user roles so the right teams can access the correct files. DAM systems also have content controls, such as digital rights management tools, approval statuses, and content expiration dates. With DAM’s controls, organizations can leverage sensitive and licensed content in specific ways with the right teams.

An image in digital asset management software, alongside dialog windows for version control and approval status, as well as icons for design applications.

Integration with other tools and platforms

DAM platforms connect your content toolkit to optimize digital content management. They increase productivity by integrating your asset library into many popular platform types, including:

Analytics platforms CMS platforms Collaboration tools Creative tools File storage platforms Marketing automation platforms Productivity software Social media apps Work management

Analytics and reporting

Digital asset management includes content reporting features organizations need to understand content performance and inform data-driven content strategy. DAM has visual, customizable dashboards and the reporting features you need to understand top keywords and downloads in your asset library.

Images in the user interface of a digital asset management solution that are available or blocked depending on approval status; next to it is an approval status dialog box.

Benefits of digital asset management

There are numerous benefits of digital asset management, including productivity boosts, better collaboration, improved brand consistency, and even greater content ROI.

Improved efficiency and productivity

Enterprise DAM software empowers your marketing, content, creative, and brand teams with a unified, AI-powered library to streamline marketing asset management. DAM’s automatic content sorting, auto-tagging, and image recognition tools reduce menial tasks such as metadata management and file organization. Teams can also find media faster with enterprise DAM AI search tools.

Enhanced collaboration among teams

Digital asset management improves collaboration for remote and dispersed teams. DAM systems make it easy to upload files from field events to creative teams for editing. Teams can quickly collaborate on the latest marketing assets using private digital workspaces. Also, feedback loops between marketing leadership and creative teams are shortened with streamlined approval workflows.

Streamlined content creation and distribution

Digital asset management (DAM) creates a cohesive digital content ecosystem so you can scale content production. DAM integrates your brand assets into your creative and marketing teams’ marketing toolkit, further streamlining marketing asset management. Instead of switching between tools, your creatives can create, edit, and share digital assets from within creative tools. DAM also includes portals to share branded content collections, and some DAMs can even automate media delivery to sites and storefronts.

Better brand consistency and compliance

DAM is your central platform for brand management and ensures brand consistency across every digital customer experience. A DAM platform enforces brand consistency across teams and channels using built-in style guides. DAMs are equipped with digital rights management tools for sensitive files and rights management. With a DAM, teams can track and manage licensed and copyrighted content from one place.

Cost savings and ROI

Digital asset management enhances marketing asset management using AI tools that keep your valuable brand assets, product shots, and promotions instantly accessible. Marketing team can repurpose content to give it a longer shelf life and maximize its value. And since DAM platforms include in-document search and text recognition, content can quickly be localized or personalized to make it more effective for new markets.

Types of digital assets managed by DAM systems

An overview of icons for different file types that a digital asset management system can process.

DAM can store, organize, and manage hundreds of digital asset types and metadata in one library, transforming creative asset management. Specifically, many organizations regularly work with the following examples of digital marketing assets:

Images and photos of products, models, locations, and more Branded content like illustrations from creative teams Brand guidelines, which include logos, colors, typography, and other brand assets Video asset management for product tours, sizzle reels, and webinars Audio files for podcasts and customer interviews PDF and text-based documents such as blogs, eBooks, and sales decks Creative files from Adobe CC apps Other digital assets such as CAD, 3d image files, and even rich media

Industries for DAM

Digital asset management platforms benefit any industry that works with digital assets. Here are a few top industries that use digital asset management to maximize content value and improve content operations.

Agencies

With digital asset management, agencies can streamline creative operations by speeding up approval workflows, sharing branded file collections, and creating professional pitch experiences.

Media and Entertainment

Media and entertainment brands use DAM to manage vast media libraries at scale, organize and retrieve media, and improve media delivery and brand consistency.

Retail and E-commerce

Whether selling skincare or camping gear, DAM includes everything retail brands need, including multi-channel product content launch tools, automated site and store publication, and brand controls.

Education

DAM is a single platform for education institutions to manage their brand identity and content, create compelling brand experiences for any audience, and maximize content ROI.

Manufacturing

Digital asset management platforms help manufacturers streamline image and brand asset launch, boost sales, and strengthen their global brand presence.

Non-profit

Digital asset management helps non-profits launch world-class campaigns on a budget and maximize the reach and impact of every piece of content created.

Travel and Hospitality

Travel and hospitality brands use DAM software to empower teams and partners with fantastic brand imagery, meet sales and booking goals, and control their brand experiences at scale.

An example of a style guide and image created and approved with it in a digital asset management application; symbolic of the possibility of maintaining brand consistency.

Use cases for DAM

Digital asset management can benefit almost any department within an organization. Here is a list of the top teams that use DAM.

Marketing Teams

Marketing teams use digital asset management to find and access on-brand marketing collateral and campaign files quickly, speeding up the launch of marketing initiatives.

Brand Management

Organizations use DAM platforms as their source of truth to manage brand identity and brand assets across teams and channels.

Creative and content teams

Creative and content teams use DAM to accelerate content creation, management, and distribution, including efficient approval workflows and collaboration with other teams.

Sales teams

Sales teams use DAM to find and access all training materials, product information, and sales collateral quickly from one place to improve sales success.

A pensive looking man surrounded by icons representing various features of digital asset management.

How to choose the right DAM system

Consider the following criteria to select the best SaaS DAM system for your organization.

Assessing organizational needs and goals

If you are searching for information about digital asset management, you have likely discovered inefficient content processes. Check in with the teams that regularly use the organization’s digital assets to discover current content workflows and what processes are broken or inefficient. Also, see how current content strategies and file storage tools are helping to meet business goals.

Key factors to consider

Here are the key factors to consider when choosing the right SaaS DAM.

Ensure the DAMs you are considering can scale all aspects of content management, including AI tools for enhanced asset retrieval and distribution automation Test out the DAM platform or get a demo to ensure the UI is simple to use Check with your IT team to see if the DAM meets compliance and security requirements up front

Comparing top DAM solutions

Check out top review sites to gauge vendor reputation and see what customers say about the DAM providers’ platform performance, user-friendliness, and support. Don’t forget to read a customer story or two from each vendor and see how other customers see success with DAM.

Questions to ask potential vendors

Here are the top 12 questions to ask SaaS DAM vendors to determine whether they best suit your organization’s needs.

  1. How does your platform optimize content operations?
  2. What AI features does your platform offer?
  3. What integrations does your platform offer?
  4. What kinds of user permissions and access controls does your platform offer?
  5. How does your platform ensure the security and compliance of content and data?
  6. How does your platform scale to meet performance and storage needs?
  7. What features are being developed in the product roadmap?
  8. Can I get relevant data or statistics on ROI from DAM implementation?
  9. How does pricing work for your platform?
  10. What kinds of resources, training, and support do I receive as a customer?
  11. Can I get some case studies or white papers for similar customer use cases?
  12. What is the implementation and training process? How long does it take?

Implementing a digital asset management system

Implementation and onboarding are essential steps to ensure the DAM platform meets or exceeds expectations for ROI. Here are the best ways to ensure a successful DAM implementation.

A laptop with the user interface of a digital asset management system, alongside dialog boxes for approval status and search filters.

Steps to successful DAM implementation

Here are the steps every successful DAM implementation should have:

  1. Meet with your implementation team, establish goals, and determine timelines
  2. Establish a content and metadata plan
  3. Migrate your content, then check data integrity and taxonomy
  4. Train users how to use the platform and any purchased integrations
  5. Establish roles and permissions for relevant teams and users
  6. Handover account to CSM team for continued training, support, and success

Best practices for onboarding and training

Ensure successful onboarding by providing adequate user training and documentation. Ask your implementation team to provide your team with video and text tutorials on how to use the platform. Specifically, cover all aspects of digital content management, including how to ingest, organize, search, access, control, distribute, analyze, and archive files. Confirm that all power users understand the platform and capabilities adequately. Also, ensure everyone using the platform and any integrations knows how to use all tools related to their core job functions.

Common implementation challenges and how to overcome them

Many challenges may arise during or after DAM implementation. The most common include metadata and content migration, operational efficiency, and user adoption. To combat these challenges, team up with the DAM implementation, support, and success teams. See if content migration is included in your implementation plan. Before selecting a DAM, ensuring compatibility with your existing platforms and software is imperative. Ensure your team has sufficient resources and bandwidth to tackle the project. Finally, provide adequate training and communication with your end users so they feel heard, supported, and empowered to use your DAM successfully.

The best DAM is Canto

Canto’s digital asset management platform has all the best-in-class features your organization needs to maximize content value, accelerate content to market, and maintain brand consistency at scale. 

Beginner’s Guide to Digital Asset Management

Frequently asked questions about digital asset management 

When evaluating DAM vs CMS, a digital asset management (DAM) system centralizes storage, management, and sharing of an organization’s digital assets, whereas a content management system (CMS) manages and publishes text and media to a blog or website.

Digital asset management (DAM) systems can be secure, but the level of security is dependent on the specific software design and implementation of the software. When choosing a digital asset management platform, it is important to ensure it meets company security standards and compliance needs. DAM systems can be designed with robust security measures and in-depth defense measures to continuously protect your digital assets.

A digital asset manager manages and controls an organization’s content, including metadata management for assets, folder structure, and access permissions.