There is definitely more to digital asset management than meets the eye. That became very apparent during yesterday’s #CXMChat in which we dissected Digital Assets & the Customer Experience.

To discuss digital asset management with a host of enterprise thought leaders, digital marketing professionals, self-described technology geeks, web developers and leading digital asset vendors is like peeling back the layers of an onion -- it’s so complex, it stings your eyes to think about it all. Fortunately, we’re here to sift through the skins to make sense of it all.

Let’s start with a definition:

Q1: Given how digital we are, what is your current definition of DAM?

There was a general consensus that DAM involves the distribution of rich media and digital assets across marketing channels. It was determined that digital assets include anything you can make digital: audio, video, images, 3D, CAD but also docs, PDFs, PPTs, among others. As for defining channels, they could be defined as "not just Web flavors but call centers, social, print, email, mobile, broadcast, video, audio." 

Q2: What are the core elements of a DAM strategy?

As you can see, search and meta data were popular themes when it came to discussing the core elements of digital asset management. As it turns out, digital assets are only as good as the methods used to find them. Other elements mentioned included workflow, usability, rights management and un-siloed activity.

Q3: What 3 things make a DAM solution successful?

Though search and meta are core elements of digital asset management, when it comes to making it a successful solution, the focus shifts to usability, flexibility and customer service.

Making sure it’s the right fit for those that are expected to use it is essential to getting it to work. That being said, others highlighted a need for interoperability, clear goals and vision, and the need to get both IT and marketing working together to facilitate activity. 

Q4: How do DAM and CXM/WEM currently relate?

If DAM, like a lot of customer experience management solutions, is about people and processes, it's not surprising that in order to make it user friendly, it's important to focus on the people who are using it and the processes that are needed to make it work effectively.

However, as the participants reminded us it's also about making DAM a part of something bigger and integrating it into larger workflows so that it doesn't become another siloed station. 

Q5: What is the single biggest DAM opportunity in 2012?

Irina Guseva's comment struck a nerve with many of the participants and they were able to articulate some great opportunities to which the enterprise should be exploring in 2012. 

DAM's reach within the enterprise is considerably vast, especially when you think about where we started. Rich media can provide valuable customer experiences both internally and externally, provided that media, once created, is easy to find and manage.

Storage issues will continue to abound, making cloud platforms particularly attractive. And yet, like so many enterprise solutions, getting IT, marketing and creatives to work together is a big part of whether or not it will be a success. 

Bonus: Who Should Own the DAM Process

Bonus Q: #CXMChat The actual budget holder will depend on the org, but everyone has a stake in DAM these days

— @AYakkundi

@cmswire Bonus - also depends on where the talent is. Sometimes the right DAM "owners" come from different/unexpected places. #cxmchat [via Twitter]

— @WidenEnterprise

Creative and Marketing need to get together RT @cmswire: who should own the DAM platform? creatives? IT? Marketing? #cxmchat [via Twitter]

— @deb_lavoy

Bonus Q: DAM platform should be easy and fun to use so that users actually want to own it. Marketing + Creative #CreativeDAM #CXMChat [via Twitter]

— @gklebus

Bonus - DAM doesn't need to be "owned" by creatives but they are the ones who will make it or break it for you organization #CXMChat [via Twitter]

— @CoreMedia_News

great bonus question. My personal thought is.......drum roll please.....END USERS #cxmchat [via Twitter]

— @rselvey

Bonus Q: Depends on the need but with more system-wide integrations, this is likely to move towards IT #CXMChat [via Twitter]

— @jodyvandergriff

bonus Q: DAM should be part of the DNA of any org, owned by all and everyone #cxmchat [via Twitter]

— @irina_guseva

completely agree! RT @rselvey: great bonus question. My personal thought is.......drum roll please.....END USERS #cxmchat [via Twitter]

— @leighledford


Thanks to everyone who joined us during the chat -- we always learn so much and hope you do to. We hope to see you next month! For a complete list of #cxmchat participants, you can follow our list.