• Digital and Marketing Asset Management
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Digital and Marketing Asset Management

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The digital world is transitioning from text to media: photos, audio files, video clips, animations, games, and more. Enterprises of all kinds struggle with how to manage those media assets. Digita...
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  • 02 August 2016
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The digital world is transitioning from text to media: photos, audio files, video clips, animations, games, and more. Enterprises of all kinds struggle with how to manage those media assets. Digital professionals who want to master the life cycles behind creating, storing, and reusing media need the inside scoop on how digital and media asset management technology really works.

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Price: $24.99
Pages: 240
Publisher: Rosenfeld Media
Imprint: Digital Reality Checks
Series: Digital Reality Checks
Publication Date: 02 August 2016
Trim Size: 9.00 X 6.00 in
ISBN: 9781933820729
Format: Paperback
BISACs: COMPUTERS / Management Information Systems, Knowledge management, BUSINESS & ECONOMICS / Information Management, COMPUTERS / User Interfaces, BUSINESS & ECONOMICS / E-Commerce / Digital Marketing, Enterprise software, User interface design & usability
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"Just what I was looking for—the real story of how to master the mundane routine of asset management to free the creative juices and better tell our story."
—LeGrand Hunsaker, Vice President, Autism Empowerment Project

CHAPTER 1: What Is Digital and Marketing Asset Management Technology?

  • The Blurring of Enterprise Lines
  • The Challenges of Rich Media
  • What Is an Asset?
  • Metadata
  • Digital and Marketing Asset Management Defined
  • DAM Technology Services
  • Ten Core Characteristics of a DAM System
  • The Rise of Lightweight DAM Offerings
CHAPTER 2: The Business Case for Digital and Marketing Asset Management
  • Exploiting the Who, What, When, and Where of Digital and Marketing Assets
  • Supporting Strategic Organizational Initiatives
  • Improving Collaboration and Streamlined Creative Workflow
  • Developing Better Brand Management
  • Enabling Marketing Agility and Operational Excellence
  • Examining DAM Costs
  • A Final Note on Metadata
CHAPTER 3: The DAM Maturity Model
  • People
  • Information
  • Systems
  • Processes
CHAPTER 4: DAM Technology Services: Asset Creation and Management
  • Ingestion
  • Asset Lifecycle Services
  • Media Processing
  • Taxonomy Management
CHAPTER 5: DAM Technology Services: Search, Retrieval, and Navigation
  • Structured Metadata Search
  • Simple and Advanced Search
  • Surfacing of Search Features
CHAPTER 6: DAM Technology Services: Asset Assembly and Delivery
  • Asset Assembly and Delivery
  • Collaboration and Storyboarding
  • Workflow
  • Localization and Internationalization
  • Transformation and Transcoding
  • Multichannel Delivery
  • Personalization
CHAPTER 7: DAM Technology Services: Architecture and Administration
  • Application Development and System Administration
  • System Security
  • Reporting and Analytics
  • Distribution
  • Configuration
  • Customization, Integration, and Extensibility
  • Scalability and Performance
  • DAM Administration
  • A Special Note About Standards
CHAPTER 8: Cloud, On-Premise, or Hybrid? DAM Delivery Models
  • Option 1: On-Premise
  • Option 2: Private Cloud
  • Option 3: Public Cloud
  • Option 4: Software as a Service
  • Option 5: Hybrid
  • Storage and Archiving
CHAPTER 9: You’re Not Just Buying a Tool: Strategic Considerations
  • Vendor Professional Services
  • Integration and Partnerships
  • Channel Professional Services: Support and Community
CHAPTER 10: Universal Scenarios: The Key to Comparing Technologies
  • Image and Brand Management
  • Publishing
  • Corporate Time-Based Media Management
  • Broadcast Media Management
  • Peripheral/Other Media Asset Management Use Case Scenarios
CHAPTER 11: Mixology: DAM in the Digital Marketing Cocktail
  • DAM in the Digital Marketing Cocktail
  • DAM in a Digital Marketing Framework
  • Why These Models Are Important