DAM, or Digital Asset Management, is an important part of Marketing Resource Management, as our guest columnist Jan Dejosse from ADAM Software frequently stresses.
While marketers produce huge amounts of assets, ranging from images, logos, to video, copy and templates for new campaigns, they tend to focus on the production process, and forget about the end results. Grant Halloran of Orbis Global, an MRM vendor, explains why its so important to manage and file digital assets carefully they are assets in the literal sense of the word: they represent value for the company. Often, assets are scattered in different locations, and difficult to get hold of. A well-organized DAM system can help to regain control of the digital asset library and make using (and, more importantly, re-using!) assets significantly easier.
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