In the com­plex world of Dig­i­tal Asset Man­age­ment (DAM), there are lit­er­al­ly hun­dreds of ven­dors from which to choose.  Mar­ket­ing orga­ni­za­tions are often prompt­ed with the prob­lem, “Which dig­i­tal asset man­age­ment sys­tem should I choose for my orga­ni­za­tion?”   The answer is almost always, “It depends”. But inde­pen­dent ana­lysts such as For­rester can help mar­ket­ing orga­ni­za­tions cre­ate a short-list of DAM sys­tems to eval­u­ate for their cus­tomer expe­ri­ence solu­tion.

In the May 2012 report: “The For­rester Wave™ – Dig­i­tal Asset Man­age­ment for Cus­tomer Expe­ri­ence, Q2 2012”, For­rester ratio­nal­izes the DAM mar­ket with its analy­sis of 12 sig­nif­i­cant ven­dors.  The report includ­ed an in-depth eval­u­a­tion that cov­ers 15 dif­fer­ent eval­u­a­tion cri­te­ria essen­tial for any cus­tomer expe­ri­ence solu­tion.  As a result of the analy­sis, Adobe CQ DAM was named a Strong Per­former.

Why is DAM a crit­i­cal part of the cus­tomer expe­ri­ence?

As our orga­ni­za­tions cre­ate more and more dig­i­tal assets, the need for a new DAM sys­tem becomes clear­ly evi­dent.  Mar­ket­ing orga­ni­za­tions are dri­ven to cre­ate more con­tent to deliv­er engag­ing expe­ri­ences not only for the desk­top, but also for mobile and social chan­nels.  In addi­tion, the wast­ed time, ener­gy and resources attempt­ing to find dig­i­tal assets has prompt­ed mar­ket­ing orga­ni­za­tions to rethink the way they man­age the moun­tains of images, pho­tos, audio, and oth­er rich media they have cre­at­ed.  Today’s need is for a DAM that not only helps orga­ni­za­tions man­age these assets, but also inte­grates into a larg­er ecosys­tem of appli­ca­tions that pow­er web expe­ri­ences — from con­tent cre­ation to deliv­ery.

Mar­ket­ing orga­ni­za­tions see lit­tle val­ue in buy­ing a stand­alone Dig­i­tal Asset Man­age­ment sys­tem.  The future of DAM is not stand­alone, but as a part of a larg­er cus­tomer expe­ri­ence ecosys­tem that extends across dig­i­tal chan­nels.  Once a stand­alone appli­ca­tion to store a few logos and images, DAM has now evolved into high­er-val­ue mar­ket­ing activ­i­ties designed to delight cus­tomers with amaz­ing expe­ri­ences while also accel­er­at­ing rev­enue.

Why was Adobe named a Strong Per­former?

Adobe has made sig­nif­i­cant progress in this cat­e­go­ry since the acqui­si­tion of Day Soft­ware in 2010.  Adobe CQ DAM (for­mer­ly Day’s Com­mu­niqué Dig­i­tal Asset Man­age­ment) is the tech­nol­o­gy gem pow­er­ing the seam­less con­nec­tions among mar­ket­ing orga­ni­za­tions and with the con­tent cre­at­ed in Adobe Cre­ative Suite.

Here is an except from Forrester’s report:

Adobe’s dig­i­tal mar­ket­ing sto­ry is aid­ed by the fact that it has many of the rich media cre­ation, man­age­ment, and dis­tri­b­u­tion pieces: the cre­ative tool set (Cre­ative Suite), video pub­lish­ing (Scene7), and deliv­ery (CQ WCM). These inte­gra­tions and the com­ple­men­tary prod­uct port­fo­lio give Adobe a strong sto­ry for sup­port­ing the CXM ecosys­tem” –For­rester Research

Would you like to see the report in its entire­ty?  Fol­low this link and learn more!

Elliot Sede­gah

@esedegah