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DAM Good: Making the Most of Your Assets in a Multimedia World

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Chances are, you watch almost as much video content on your computer screen as you do on the television set in your family room. As increasingly rich digital media becomes a regular part of consumers' information diet, it also becomes a more important aspect of business operations for companies in practically every industry. Digital asset management (DAM) providers have responded with tools and functionality that can enable their clients to more effectively store and manage digital assets that run the gamut from portable document formats to audio and video clips and can impact practically every business unit within an organization. More companies are beginning to use DAM systems to control the marketing communications side of their businesses. Integrating DAM solutions into the workflow is the main way in which DAM technology providers have been able to make managing digital content an easier, more user-friendly experience.

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									Marji McClure




    DAM Good:
    Making the Most
    of Your Assets in
    a Multimedia World
            hances are, you watch almost        On-Ramps and Off-Ramps of ECM,” it is         within an organization. According to

   C        as much video content on your
            computer screen as you do on the
    television set in your family room.
                                                noted that 34% of companies are archiv-
                                                ing digital video, a practice that is
                                                expected to reach 47% in 5 years. Digital
                                                                                              Mukul Krishna, global director, digital
                                                                                              media practice at Frost & Sullivan,
                                                                                              the digital assets possessed by an
       When you head to the beach for           audio archiving is expected to increase       organization can include materials from
    this summer’s family vacation, you could    from 30% to 37%.                              marketing and product development
    likely be one of a growing number of           “The market is moving so fast,”            departments to engineering units. Those
    consumers forgoing the comfortable paper-   says Scott Bowen, president of Open           assets can range from marketing to
    back novel in your bag for the equally      Text Corp.’s digital media group,             training collateral and can be in the form
    portable Amazon Kindle or Sony Reader.      which offers the Artesia digital asset        of simple text, animation, spreadsheets,
       As increasingly rich digital media       management solution to customers.             PDFs, and videos—“anything you can
    becomes a regular part of consumers’        “The experiences people are having in         think of,” says Krishna.
    information diet, it also becomes a more    their homes at night as consumers …              Companies using these latest tools
    important aspect of business operations     those experiences are beginning to set        range from Hollywood studios and video
    for companies in practically every indus-   the bar for the kind of tools they expect     production houses—organizations at
    try. According to a 2008 survey of 800      to be able to use at the office.”             which video content is their only
    end-user organizations by research firm        Digital asset management (DAM)             business—to consumer packaged goods
    Gartner, Inc., digital software that man-   providers have responded with tools and       companies and retailers, which use
    ages images and video was being used by     functionality that can enable their clients   digital content to power things such as
    44% of those respondents; 22% planned       to more effectively store and manage          marketing campaigns. Other regular
    to install such solutions this year.        digital assets that run the gamut from        customers of DAM solutions are
       In the recently released AIIM report,    PDFs to audio and video clips and can         publishers that began their digital
    “Content Creation and Delivery: The         impact practically every business unit        management initiatives with PDF files

28 W W W . E C O N T E N T M A G . C O M
MAY 2009 ECONTENT   29
DAM Good: Making the Most of Your Assets in a Multimedia World


                                                                                                        The FeedRoom’s ActiveMedia solution features
                                                                                                        automated system actions, such as asset
                                                                                                        expiration and embargo, that ensure that files
                                                                                                        cannot be downloaded. This template shows a
                                                                                                        saved search for assets expiring on a certain date.





								
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