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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.
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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