What is Digital Asset Management (DAM) Software?

By 3 weeks ago

Digital asset management (DAM) software, formerly known as media asset management, allows users to produce, review, approve, store, and use branded content from a single application.

A digital asset management systems purpose is to organize the workflow and lifecycle of a company’s digital assets, such as videos, photos, audio files, design files, and presentations.

As a result, it’s frequently used as a brand management tool to verify that internal teams follow brand requirements and keep the brand consistent.

Many programs can be customized and include features like workflow automation, usage tracking, and interfaces with other applications, such as content management systems.

What is DAM software designed for?

DAM software is designed exclusively for branded rich media files, while most content management systems are used to produce, file, and store any form of content.

DAM platforms give more cloud storage capacity than traditional content management systems because they are designed to handle larger files.They also feature more powerful importing and exporting capabilities, which take into account the size of the data being transferred.

Determine which kind of files make up the company’s media library as a first step when considering DAMs. The consumer may be seeking for a simple way to explore and manage video and audio snippets, or the company may primarily save images and photographs.

Some products only support one medium, while some are more adapted for rich media in terms of file type support and performance than others. Buyers should look into whether platforms are capable of handling all file kinds with the best performance and management features.

Increasing the quantity of assets in a DAM system that was not designed to support a large library can impair the system’s performance and usefulness.

It is recommended to choose a product that can scale appropriately for huge, cumbersome collections, not just in terms of data requirements and performance, but also in terms of metadata and organizational schema that will make accessing the collection easy and beneficial for users.

Large-scale items, on the other hand, can be expensive, therefore any discernment process should aim to locate the sweet spot between capabilities, performance, and price.

Digital asset management (DAM) is a term that refers to the management of digital assets. While the major goal of DAM software is to store and organize digital media assets, it also includes features like workflow automation, usage tracking, and software connections.

What Types of Digital Asset Management (DAM) Software Exist?

Asset management for brands (BAM)

BAM software is a component of DAM software that enables for the efficient and dependable administration of brand assets (e.g., logos, images, marketing collateral, etc.).

The BAM solution provides context and engagement around the brand asset, ensuring that it is used consistently and successfully throughout the business.

Asset management for production (PAM)

The production and editing stages of a media file’s lifetime are the focus of PAM software. It supports workflow automation, which makes it easier to keep track of who is working on which assets and how they are doing so.

PAM software aids in the management of constantly changing assets, particularly in the production of digital media such as movies, video games, and animation.

Asset management for libraries (LAM)

LAM software is used to store, organize, and retrieve a huge quantity of digital materials that change infrequently.

What are the Common Features of Digital Asset Management (DAM) Software?

While the features of DAM software will vary depending on the product, these are the core elements that all, or almost all, DAM software will include.

Importing and exporting: The DAM system allows users to import and export their digital files. When an object is imported, the user may either tag and classify it manually or have the system do so for them using metadata.

Indexing and search: This feature enables users to quickly locate their assets by using a searchable index that organizes media by content or metadata. Users can go back to their cataloged assets and search for them using the above criteria.

Access control: Access controls grant different levels of content access based on predetermined but changing roles.

While all DAM systems will incorporate the previously described functionalities, they are not all available. These features are growing more common over time in some circumstances, particularly in the case of metadata and versioning.

Metadata: DAM software adds descriptive metadata like file size and upload date automatically, can extract XMP, IPTC, and EXIF metadata, contains standard metadata fields like keywords, and supports custom fields and vocabulary development.

Versioning: Versioning allows you to keep track of incrementally changing versions of the same asset using version control.

Users can preview huge image files and video storyboards using the file preview tool.

File transformation: Within the system, the software converts files into different sizes or file formats, either automatically or manually.

Workflow management develops rules to automate operations like converting assets to specific file types or routing projects to specific people for review and approval.

What are the Benefits of Digital Asset Management (DAM) Software?

Elimination of the cost of lost or misplaced work: With so many new assets being created every day, it’s easy to lose track of them.

By allowing for secure storage and management of media files, DAM systems decrease the expenses associated with reproducing these assets, making them easier to discover.

These systems also save all versions of assets, allowing you to revert to a previous version if a change you made was erroneous.

Reduced redundancies in workflow: DAM systems provide a comprehensive view of an organization’s assets, making it easier to reuse and repurpose them.

DAM software also facilitates cross-team collaboration by acting as a common repository for all digital media files, decreasing the risk of misunderstanding.

Maintain brand consistency and integrity: By directing everyone to a single content repository, DAM software includes version control functionality to verify that the proper and most recent versions of assets are being utilized internally and publicly.

This continuous application of appropriate assets reinforces the organization’s brand messaging at each customer touchpoint, hence improving the customer experience.

Who Uses Digital Asset Management (DAM) Software?

DAM systems are used by companies across a wide range of industries, each with its own set of requirements and parameters. News companies will almost certainly want a product with robust editing capabilities (particularly for images) and programmable approval systems.

A marketing department is likely to seek an easy-to-use software that can convert all creative marketing materials into various file kinds and sizes while also allowing assets to be shared outside of the company. The security and permission framework of a government institution will be prioritized.

See Also: What is Help Desk Software?

Many DAM packages claim to be optimized for certain industry use cases and specialize in offering such solutions. Other packages specialize in specific functions or provide a flexible platform for creating your own solution.

The industry standards of the organization are an excellent place to start when establishing a list of important qualities.

The following groups use DAM software:

Many DAM systems allow creative teams to start the brainstorming process together, and some even give capabilities that allow content creation on the platform.

These creative files can be imported into applications after the assets have been designed. These assets are then given metadata so that operational teams and marketers may find them when they’re needed.

Operations: To maintain clear taxonomies and proper versioning, many large firms will have operational people manage their DAM system. Some operations teams even have specialized DAM system curation team members.

Marketers: Businesses might benefit from a centralized DAM platform to streamline marketing assets. Marketers can download brand assets from the DAM system to any compatible device or program at any time.

Users can then leverage DAM solutions’ robust export capabilities to pull these materials onto web pages, presentations, or in print.

Software Related to Digital Asset Management (DAM) Software

The following are some related solutions that can be utilized in conjunction with DAM software:

Web content management software: Many DAM systems will integrate with web content management software to allow marketing teams and web designers to easily submit brand assets.

Website builder software: Similar to web content management software, website builder software frequently integrates with DAM solutions, allowing marketing teams to simply pull over digital assets for presentation on a company website.

Many content marketing technologies will integrate with DAM systems to make the process of distributing digital content such as videos and photographs to social networking sites and ad spaces easier.

Challenges with Digital Asset Management (DAM) Software

Software solutions might present their own set of difficulties. Consider the following points:

Requires a dedicated librarian: While this isn’t always the case, many businesses are dealing with terabytes of digital assets that need to be maintained.

It might be tough for a team to devote time to learning how to use a full DAM system without the help of a professional curator. A digital asset coordinator will know when and how to organize a company’s digital assets, and a huge corporation may feel lost in its DAM system without one.

Integration with other tools: A DAM system must be integrated with other software and tools within the organization in order to perform smoothly and gain company-wide acceptance.

Although most DAM systems come with built-in connectors, it’s impossible for them to support every platform. As a result, a DAM system must include an API, which enables the construction of custom integrations that link digital assets to existing productivity and desktop software.

APIs provide businesses the freedom to choose the best DAM vendor for them, even if they don’t have all of the necessary integrations.

Metadata requirements: The speed and ease with which users may find what they need determines the value of a DAM system.

Assets must be tagged with metadata to achieve this efficiency. Metadata is information about information; it aids in the organization, discovery, and comprehension of information.

An enterprise must devote effort to planning the structure of the tagging system in order to ensure the long-term efficacy of a DAM system.

Artificial intelligence technology has recently advanced, making asset tagging easier and minimizing the amount of manual labor necessary.

How to Buy Digital Asset Management (DAM) Software

Requirements Gathering (RFI/RFP) for Digital Asset Management (DAM) Software

An assessment of existing material and digital assets is the first step in determining which DAM system is best for your company. Once the assets are all in one place, the company can choose which ones are important and should be maintained and which ones are no longer needed.

This clear image of the number and types of assets will aid in identifying system needs, which is crucial for ensuring that the DAM system chosen is the proper fit for the company. Here are some things to think about:

Integration with existing infrastructure: How does the DAM system need to work with the existing infrastructure?

Security and access: Does the company have sensitive data to safeguard that will necessitate the solution’s ability to handle many levels of access and sharing?

Analytics: What influence will analytics have on the organization’s digital assets?

Buyers will need to define business requirements after the system requirements are in place:

Customer workflows: Will a pre-built solution suffice, or will a customized solution be required? This will be determined by the users and how the DAM solution will be used.

Will the business develop to the point where the DAM system needs to scale quickly?

Is it better to use a cloud-based or on-premises solution? Buyers must consider how the organization will need to scale in the future, available IT resources, and other elements that affect how the firm runs to determine this.

Compare Digital Asset Management (DAM) Software Products

Make a lengthy list

When it comes to DAM software, there are a plethora of possibilities. Buyers should search for solutions on g2.com once they grasp the requirements and develop a big list of viable possibilities.

Real user reviews, G2 Grid® vendor comparison reports, and the ability to save software selections to “My List” for later reference are all available on G2.com.

Make a quick list

Buyers should next go through the vast list of options to come up with a short list. The comparative features on G2.com will allow you to compare software features side by side and learn how real customers rank them.

G2 also provides quarterly reports that include users’ perceptions of a software’s return on investment (ROI), usability scores, and the software’s typical implementation time in months, among other things.

Demonstrations should be held

Demos are an excellent approach to get a firsthand look at potential solutions as well as the ability to ask the correct questions in order to discover which product is best for your company.

By selecting the “Get a Quote” option on their product profile, many suppliers allow purchasers to contact their sales teams straight from the G2 website.

Buyers should be careful to have a standard list of questions and clarifications ready to ask each vendor before each demo.

Selection of Digital Asset Management (DAM) Software

Form a selecting committee

DAM software is utilized by a variety of departments inside a company, including creative teams, operations, and marketers. As a result, the selecting team should consist of three to five members from each of these groups.


It is critical to address pricing at this point and inquire about any discounts that may be available, whether for acquiring a bigger number of licenses or for a longer period of time. At this point, buyers should also look into payment choices, as well as implementation and onboarding services.

final choice

Now that buyers have decided which software solution they want to acquire, they should request a trial run to see how the product will be integrated and embraced by their staff.

The buyer can be confident that the acquisition will be successful if it can be successfully integrated with existing technology and the teams accept it well.

Digital Asset Management (DAM) Software Trends

Increased use of DAM systems: When compared to other sorts of advertising, video is quickly becoming the most successful marketing strategy.

Videos, on the other hand, are far larger than photographs or text files, demanding significantly more storage capacity and export power than other forms of content management systems.

Companies that want to effectively sell themselves in a video-dominated future will need to invest in DAM systems.

Artificial intelligence: In DAM systems, artificial intelligence can be used in a variety of ways. The technology can assess assets and develop suitable metadata tags automatically, reducing the time spent organizing DAM systems even more.

Melissa Valentini

I am a journalist graduated from the University of New York. In addition, I write short stories and chronicles as a hobby. I currently write for the Techeneis.