The implementation of a digital asset management system is a major undertaking for most organizations. At a minimum, implementing a new DAM system will require many people in your organization to learn to use new technology and probably make at least some changes in how they work. Those individuals who are responsible for leading the DAM initiative have the additional burden of planning and managing the project, selecting the DAM software, and winning the support of both senior executives and prospective users.There are plenty of resources available to help managers navigate the DAM planning and implementation process, but most of those resources address specific aspects of a DAM project (software features, taxonomy, metadata, etc.). Most don’t provide a “big picture” view of what is needed to make a DAM project successful.
DAM Survival Guide (2012) fills this gap and provides an important and valuable resource for those who are responsible for planning and executing a DAM project. Early in the book, the critical point is made that successfully implementing a digital asset management system involves much more than buying and installing digital asset management software. Throughout the book, the author David Diamond emphasizes that people, processes, and policies are equally important to DAM success.
DAM Survival Guide contains chapters that address a broad range of important topics, including:
- Basic DAM terminology
- Core DAM software functionality
- Planning a DAM initiative
- Staffing considerations
- Common file formats
- Asset processing
- Asset publishing and distribution
- Software considerations
- Vendor considerations
- The software purchasing process
- User psychology management
One topic that I believe David Diamond should have discussed in greater detail is the integration of DAM software with other enterprise technology systems. At ADAM, we are seeing that most of our clients now view DAM software as a foundational component of a larger technology ecosystem. This ecosystem certainly includes various marketing technologies, but it also extends to other enterprise technology systems such as ERP, customer relationship management, product information management, and web content management. In today’s environment, technology integration is no longer a “nice-to-have” option if you want to optimize marketing performance.
DAM Survival Guide will be most valuable for individuals who don’t have significant prior experience with DAM or project management, but it’s a great resource for anyone considering a substantial DAM initiative.
This article was published before on april 1st on the Adam blog
