The uptick in the popularity of Digital Asset Management (DAM) has led Gartner to claim the technology is undergoing a “renaissance” and a new Aprimo white paper has tested the claims in the retail industry.

According to the white paper, Managing digital assets in an increasingly distributed world, DAM is fast becoming an essential tool for retailers and is being successfully used by global brands like Adidas, Ikea, Lego and Phillips, to manage vast catalogs of digital content across global channels.

For brands like these operating at scale, an effective content hub becomes essential.

According to research in the white paper, almost three quarters of content marketers have invested in centralised assets and “the smartest ones are taking a systematic approach by investing in digital asset management”.

Download the complete white paper, Managing digital assets in an increasingly distributed world.

The immediate return on DAM investment is the freeing up of resources, in particular marketer’s time. This in turn allows more opportunities for collaboration and distribution.

In competitive industries like retail, these incremental resource gains quickly become competitive advantages, according to the author. The converse is also true, where time lost on the drudgery of asset management becomes a competitive disadvantage.

“DAM is emerging as a critical piece of bedrock infrastructure for modern retailers,” the author said.

Since the 2016 Gartner research that outlined DAM’s resurgence there is “little to suggest” that the demand for DAM has seen any downturn, according to the new white paper.

“If anything, the demand has likely increased, when you consider the drivers,” the authors said.

Gartner’s Four DAM Drivers

Big Content

Content requirements have exploded as brands attempt to reach consumers in a growing number of digital channels. Formats are changing to, like the increasing popularity of video. It means brands need more content in a range of formats and an effective way of managing it.


Keeping up with the customer is also rendering legacy systems obsolete. As the prospect of replatforming becomes unavoidable, organisations rely on DAM to migrate and repurpose valuable digital content.

Distributed marketing

According to Gartner, as global brands scale they are forced into a balancing act. On one hand centralised control of messages is essential to maintain brand consistency, efficiency and compliance. But growth means new stakeholders also need access to content. It creates a need for systems that can balance delegation with content control.

Advanced Use Cases

Personalised customer experiences at speed and scale require programatic-led approaches to content delivery, according to the Gartner analysts. When DAM systems are really humming they integrate seamlessly with ad tech with minimal oversight required.

“Increasingly, DAM is less about the human user than programmatic interfaces that allow it to operate ‘headless’, where content is discovered and automatically rendered across web sites, mobile apps and other content-consuming applications.” say the analysts

  • Join the discussion: Join Aprimo & NORA at the exclusive Retailers roundtable discussion and find out how DAM can benefit your business. The breakfast discussion has limited seats and is held on Thursday 22 March at Cumulus Up in Melbourne.
  • RSVP: Please contact Brittany Frankland, Event Manager, NORA for more info or to express your interest. Email:[email protected]

Joseph Brookes is a writer for the Which-50 Digital Intelligence Unit, of which Aprimo is a Corporate Member. Our members provide their insights and expertise for the benefit of the Which-50 community. Membership fees apply.


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