Four reasons your marketing department should have a Digital Asset Management (DAM) system.

Any talks about a content management system really boils down to one major thing:

Deliver with confidence!

Key features your organization and your DAM needs to address


Centralising the location of all your marketing related content results in a one stop shop for all people, partners, functions who needs access to your brand related content. This allows users, even with limited expertise, to add, modify, and use content.

  • Content providers, for example photographers, have one place to add their content.
  • Ad agencies and partners have one destination to get relevant and approved content from your organisation.
  • Self explanatory systems lower the burden on the marketing department to handle usage support for external partners.


Using a DAM enables you to embed content from one source to multiple outputs. The same content could be used for both web and print. Obviously optimised for each format. The “single source” concept dramatically save your organisation a huge amount of time. This as you don’t need to have multiple copies of the same file in different formats. Updating and/or replacing a file is also much more simple as only one file will be replaced.

A good DAM enables content delivery and ensures correct distribution of files in correct version!


Your DAM handles and manages content with a clearly defined author and/or ownership. It lets you store content such as documents, movies and pictures or basically any other type of digital document. Structuring your data enables you to keep multiple versions of same product. The need to store the same product in different versions is easy if your DAM supports structuring in an effective manor. A common use case is when a specific product is updated. Maybe getting a new color combination. The old product images needs to stay a while longer as the product is still in stock. But in parallell you want to start building marketing material based on the new and updated product. With structured content you’ll be able to handle multiple versions of same product without the risk of using the wrong version.


Internet and globalisation means that your content should be accessible 24/7. To minimise strain on internal IT selecting a DAM running as a Software as a Service (SaaS) is preferred. This approach most often also means continuous feature updates. So with a monthly fee, which is easy to budget, the system is continuously improved and new features added. An updated system also ensures continues security updates.

Make sure you deliver with confidence, get a DAM.

By Fredrik Davidsson