trends disrupting the digital asset management (dam) market
TRANSCRIPT
© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Trends Disrupting The DAM Market
Nick Barber, Analyst
March 30, 2017
3© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Business And Functionality Challenges Emerged
› Multiple business users needed to access content
› Rich media became essential to the business
› Firms needed advanced search, metadata, and taxonomy
capabilities
› Companies needed scale from both an asset and globalization
perspective
› Brands wanted to avoid legal problems
And They Challenged DAM’s Relevance
5© 2017 FORRESTER. REPRODUCTION PROHIBITED.
What investments are the highest priority for customer-facing web and mobile initiatives?
17%
20%
22%
27%
27%
32%
32%
37%
38%
46%
68%
69%
Consolidate the number of software products we use
Enhance our customer data privacy and digital security
Increase our use of rich media
Add or improve secure site experiences
Use the cloud more
Create agile teams for development
Improve tools for business practitioners
Mobile-enable our websites
Improve integration with back-end systems
Implement or expand customer self-service capabilities
Deliver personalized customer experiences
Redesign the user experience
Base: 114 digital experience delivery decision makers
Source: 2016 Digital Experience Delivery Online Survey
6© 2017 FORRESTER. REPRODUCTION PROHIBITED.
DAM Of Today Plays A New Role
DAMWCM
PIM
OVPeCom
Review & Approval
Creative Toolsets
Tasks
Brand Portal
7© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Why Is DAM Appealing? It can…
› Reduce content re-creation
costs.
› Increase operational efficiency.
› Improve brand consistency.
› Improve rights management
and compliance.
8© 2017 FORRESTER. REPRODUCTION PROHIBITED.
DAM – Prepare To Be DisruptedFive factors that have—or will—disrupt DAM
9© 2017 FORRESTER. REPRODUCTION PROHIBITED.
DAM Disruptors – Cloud
› PaaS and SaaS deployments
finally in vogue
› Enterprises can deploy rapidly,
run on latest code, scale, and
replace capex with opex
› Regulated industries can still
use cloud
10© 2017 FORRESTER. REPRODUCTION PROHIBITED.
DX SaaSDX PaaSDX on IaaS
Ability
to customize
and integrate
Cloud
benefitsToday
Tomorrow
Enterprise DAM cloud interest
11© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Which are important when selecting a solution?
6%
7%
11%
19%
22%
28%
28%
31%
45%
55%
Other
Getting all components from a single vendor (bundle)
Vendor I've worked with before
Availability of service provider partners
Easy to find developers for the products
Vendor with a significant market presence in my industry…
Low cost relative to other solutions
Being able to deploy in the cloud
Using best-of-breed applications
Easy to integrate among front-end components
Base: 113 digital experience delivery decision makers
Source: 2016 Digital Experience Delivery Online Survey
12© 2017 FORRESTER. REPRODUCTION PROHIBITED.
DAM Disruptor – Convergence
› Adjacent technologies like
WCM, PIM, campaign
management offer embedded
DAM functionality.
› Lightweight functionality might
be served by these, putting
niche vendors on the chopping
block.
13© 2017 FORRESTER. REPRODUCTION PROHIBITED.
MRM And DAM Are Converging The Fastest
MRM DAM
• Library services
• Rights management
• Creative collaboration
• Rendition mgmt
• Integration
• Scalability
• Marketing/campaign
planning
• Marketing budgeting
• Marketing agency
fulfillment
• Marketing asset management
• Content workflows / approvals
• Brand asset management
14© 2017 FORRESTER. REPRODUCTION PROHIBITED.
And CMP Is Quickly Adding DAM Capabilities
CMP DAM
• Library services
• Rights management
• Creative
collaboration
• Rendition mgmt
• Integration
• Scalability
• Rich media focus
• Content
planning and
budgeting
• Text + rich media
focused
• SEO/SEM
• Social delivery
• Content collaboration
• Content workflows / approvals
• Content analytics
15© 2017 FORRESTER. REPRODUCTION PROHIBITED.
DAM Disruptors – Analytics
› Analytics
• Business users want insights
where/how assets are used and
their performance
• Pushing videos out to YouTube or
Facebook with analytics flowing
back in
16© 2017 FORRESTER. REPRODUCTION PROHIBITED.
DAM Disrupter – Integration
› Firms want platforms with
greater flexibility to support
experiences across the
customer lifecycle.
› DAM can serve assets into
WCM, commerce, ad
serving platforms.
17© 2017 FORRESTER. REPRODUCTION PROHIBITED.
But silos prevent great experiences
Merchandising
Commerce and
order management
Testing,
optimization, and
analytics
Customer support
and chat
Social listening and
interaction
Lead generation
and campaigns
18© 2017 FORRESTER. REPRODUCTION PROHIBITED.
DAM Disruptor –Artificial Intelligence
› Machine learning
• Google Vision, Azure Vision,
AWS Rekognition can help
surface relevant metadata and
tags, which can streamline
asset ingestion and improves
metadata governance.
Image source: Microsoft
19© 2017 FORRESTER. REPRODUCTION PROHIBITED.
AI Has One Big Challenge
Car
Automobile
Vehicle
Transportation
Mustang
Hard Top
5.0 Liter
21” wheels
Sports Car
FORRESTER.COM
Thank you© 2017 FORRESTER. REPRODUCTION PROHIBITED.
Nick Barber
@nickjb