Open Text: The Future of Digital Asset Management (DAM 3.0)

DAM 1.0: Building a better warehouse of assets

The first generation of digital asset management (DAM) software was a lifeline, a huge improvement over shared drives and file sharing platforms. Yes, those old ways provided shared access to resources, but they lacked the metadata, faceted search, quick previews, and other DAM features that are essential to working more effectively in the digital marketing age. Imports and exports from the DAM system were largely manual processes, as was the addition of metadata.

As good as those early DAM solutions were, there was room for improvement. Your DAM system was a stand-alone place to get assets, not an interconnected tool. Integrations were often limited to binding the corporate directory for user authentication.

People who use DAM 1.0 probably work with it every day. They may even be people whose work is focused on managing assets rather than using them. But to others within the company who have to apply to a DAM team member for an asset, such systems can seem mysterious and overwhelming.

DAM 2.0: A unionized martech service

DAM 2.0 takes the reliable, extensible, and organizable asset repository that was DAM 1.0, and begins to integrate it into other solutions. Second-generation DAM solutions not only store and organize assets, but move or receive them from workflows elsewhere in the enterprise. Common integrations include web content management (WCM), product information management (PIM), content delivery networks, and graphic design tools. Portals under DAM control allow occasional users to access parts of the asset library. This increases productivity by allowing colleagues, partners or even clients to find assets on their own rather than having to make manual requests.

The second generation of DAM is significantly less compartmentalized than the first. But it is still not integrated at the level demanded by organizations pushing the limits today.

DAM 3.0: delivering for the omnichannel

DAM 3.0 is the new frontier of DAM development, enabling the forefront of creating modern experiences. What DAM 3.0 really means is still taking shape in real time, but key aspects include:

Two-way communication for better understanding

With third-generation DAM, not only does information flow, but much of it also enters. This means that your DAM software can track usage and extract success and failure metrics across teams. Content can be stored that goes beyond assets in components: sections of websites and other media. These not only include the atomized and granular assets that were popular in DAM 2.0, but also larger puzzle pieces.

Redefining “assets”

Traditionally, assets were mostly image files and video content. But the field is now expanding to include 360 ​​spinning games, audio recordings, security footage, drone streams, 3D models, and digital twins. It’s likely to grow to include even more formats – not just emerging content types, but also assets traditionally stored outside of DAM systems, such as text or website theme files.

Wherever your customers are

DAM 3.0 is driven to empower teams across all channels through even deeper integrations with WCM, CCM, CRM, social media management platforms and more.

By expanding to cover more of the business, DAM 3.0 brings its powerful asset management capabilities to more teams. And it often works behind the scenes in a way that employees won’t even notice, but it can deliver serious workflow benefits. This helps deliver a more unified brand message and more transparent experiences across all channels for customers.

In other words, DAM 3.0 is starting to show strong influences from part of the current movement away from disparate martech solutions and towards Integrated Digital Experience Platforms (DXP).

OpenText Media Management – Acting for the future of DAM

Designed for extreme flexibility, OpenText Media management can be a single DAM solution for the entire enterprise. Resources are all kept in one place (incredibly scalable) and are available across your organization through headless integrations or custom, team-specific portals. Through filters and security, access to specific assets can be controlled to keep things safe. It also helps prevent staff from being drowned in content that is not relevant to them.

Specially designed portals and integrations to the tools they already use make this DAM solution easily accessible to staff without requiring extensive training. It’s just there when they need it – and not when they don’t.

With this functionality, OpenText Media Management can be a powerful asset for teams not only in marketing, but also in production, design, sales and even installations (maintenance and security). It really is a DAM solution for everyone.

As part of the larger OpenText experience platform, OpenText Media Management also integrates more and more with WCM, CCM and other powerful martech solutions. These are essential to deliver the omnichannel experience demanded by today’s customers and employees.

To concern this webinar to find out how global software giant SAP implemented OpenText’s DAM technology to deliver consistent guarantees to more than 100,000 colleagues.


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