Considering a Digital Asset Management (DAM) Solution for Your Company?

by Matt Sonnhalter, Vision Architect

Businesses can no longer manage their expanding content libraries with siloed repositories or simple tools like spreadsheets. So, if you’re exploring a DAM technology for your company, this report from Forrester is a must read.  Forrester covers the 14 DAM providers that matter most and how they stack up against each other.

Vendors are evaluated against 28 criteria, which are grouped into three high-level categories:

Current Offering

  • Library services
  • Work-in-progress assets
  • Video and emerging content support
  • Marketing support
  • Usability and user interface
  • Enterprise platform integrations


  • Product vision
  • Past performance
  • Market approach
  • Supporting product and services
  • Delivery model

Market Presence

  • Product revenue
  • Average deal size


If you are already using a DAM, I’m curious which one do you use and what has your experience been?

For more commentary on DAM, read:

Warehouse Your Marketing Too


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How Are Your Marketing Efforts Impacting the Customer Experience?

Beyond doing a great job in advertising, PR, messaging and engagement, have you ever thought of the other side of the equation – the customer experience?

Sometimes we can be our own worst enemies by focusing on getting the message out, and the means by which we’re doing it makes sense to us, but have we asked our customers what they think?

Forrester claims that Adaptive Marketing Confederation is the trend of the future. They define as:

“A flexible structure and culture of working with marketing staff, partners and systems that enables brands to respond quickly to their environments to align customer and brand goals.”

My take on what this means is pretty straightforward. Talk with the customer service people and sales folks to get a better sense of what the customers’ wants and needs are. I challenge marketers to get out of the office and into the field for some “Street Smarts” by calling on end users.

Forrester refers to customer intelligence teams. This goes beyond spread sheets as you need to uncover customers affinities and needs. All this is driven by data and sometimes it can become overwhelming. But you need to sort through it and along with contributions from other team members, outside marketing (sales and customer service), you can improve the customer experience.

I know this is a moving target, but if you’re not trying to improve it, your competitors will be.

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