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Market Trends In The Forrester Wave™: Digital Asset Management For Customer Experience
ADAM Software & Forrester Research, Inc.
© 2015 Forrester Research, Inc. Reproduction Prohibited 11
Examples of IT vs. BT IT Strategies BT Strategies
Owned by top-down IT management Owned across business, marketing,
and technology management groups.
Inward focus on traditional back office
infrastructure and applications.
Outward focus on front office
technology and consumer
engagement
Disciplined, slow processes around
building and deploying
technology/applications
Agile, faster sourcing and deployment
of digital experience tools and tech
On premises infrastructure and
licensed software applications
Cloud-based infrastructure and
applications, including SaaS
Security Speed
Risk averseness; low tolerance for
experimentation
Risk tolerance; higher tolerance for
experimentation
© 2015 Forrester Research, Inc. Reproduction Prohibited 12
DAM is a key BT technology
Digital Asset Management (DAM):
Software used to enables the creation, management,
distribution, and retention of rich media content such
as video, images, and audio.
© 2015 Forrester Research, Inc. Reproduction Prohibited 13
As a BT technology, DAM must achieve two things
1) Enable greater marketing and business agility
2) Enable delivery of customer-facing content
© 2015 Forrester Research, Inc. Reproduction Prohibited 15
Then: Managed publishing-bound content
The solution supported rich media heavy industries, and managed print and
broadcast content and processes
© 2015 Forrester Research, Inc. Reproduction Prohibited 16
Now: Supports content-driven experiences across the customer lifecycle
© 2015 Forrester Research, Inc. Reproduction Prohibited 17
Example: Rich media used across the customer lifecycle
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
Now: Enables content to be delivered across channels
© 2015 Forrester Research, Inc. Reproduction Prohibited 19
Example: Rich media across customer touchpoints
© 2015 Forrester Research, Inc. Reproduction Prohibited 20
Then: Solutions were siloed
Solutions
were
relegated to
small, siloed
creative
workgroups
or small
marketing
groups.
© 2015 Forrester Research, Inc. Reproduction Prohibited 21
Now: Part of a greater enterprise tech ecosystem
© 2015 Forrester Research, Inc. Reproduction Prohibited 22
Example: DAM can fuel digital experiences
© 2015 Forrester Research, Inc. Reproduction Prohibited 23
Example: Key DAM integration points
DAM
WCM
Campaign management
MRM
eCommerce PIM
Social depth
Analytics
© 2015 Forrester Research, Inc. Reproduction Prohibited 24
Then: Solutions focused on old-school ECM functionality
› Layout
› Storyboarding
› Metadata
› Taxonomy
› Search
© 2015 Forrester Research, Inc. Reproduction Prohibited 25
Now: Functionality enables business agility and content delivery
© 2015 Forrester Research, Inc. Reproduction Prohibited 26
Example: Forrester client inquiries
We need a DAM to manage our
content creation processes, and
enable content to be delivered for
our marketing campaigns. We need DAM that has
functionality to enable
collaboration between our
various content creators.
I want my DAM system to be smarter-
not just house my content but tell me
what content to reuse for which
customer.
© 2015 Forrester Research, Inc. Reproduction Prohibited 28
Recommendations
›Embrace the BT Agenda, whether you are in IT,
marketing, or the business
›Focus on enabling business agility and preparing
content to be delivered across customer
touchpoints.
›Map your reference architecture to support customer
engagement and marketing operations.
›Push your DAM solution to do more than be a
siloed, static repository. It needs to be a smarter,
centralized content shelf.
About
Global jewelry manufacturer and retailer
Over 10,000 retailers in more than 80 countries, with 9,000 employees
Benefits from DAM
Easy and faster product roll-out to new markets
Consistent brand application from brick-and-mortar store to e-shopping and mobile
About
One of the largest technology companies in the world with over 120,000 employees in 60+ countries
Active in sales and service outlets in over 100 countries
Benefits from DAM
Centralized system to manage rich media content and product information
Easily publish content to websites, mobile apps, social media, printed materials, product packaging, etc.
About
Manufactures construction, mining, and military equipment, as well as industrial equipment
Has more than 146,000 employees across 182 companies
Benefits from DAM
Created a uniform portal for customers, dealers & distributors
Quickly create product combinations to increase sales
About
Viacom operates approximately 170 media networks with over 600 million subscribers
Has over 500 branded digital media properties
Benefits from DAM
Automated workflows facilitate cross-departmental collaboration to create, edit, review and approve rich media
Consolidated system manages digital library with role-based security features
Download the Report
www.adamsoftware.net
@ADAMSoftware
www.youtube.com/AdamSoftware