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!