"Digital asset management (DAM) is no longer a dusty repository tucked away on a server. What used to be a static library of "approved" assets is evolving into a dynamic command center for modern marketing and digital operations. Today's leading organizations are turning to DAM not just to store files, but to power productivity, streamline collaboration, and unlock competitive advantage - especially as markets accelerate and customer expectations rise."
"To understand where DAM stands today, Orange Logic and Forrester Consulting conducted a survey of 313 global leaders responsible for rich‑media tooling and content processes. The results paint a clear picture: DAM has moved well beyond basic storage. Marketers and content leaders now expect DAM to support efficient workflows, foster collaboration across departments, and integrate intelligently with broader digital ecosystems. With advanced features like AI‑driven search, automated tagging and content recommendations, and built‑in workflow optimization, DAM is becoming central to how work actually gets done."
"What's driving this shift? Operational efficiency ranks high on every leader's list. Decision‑makers are planning for DAM strategies that do more than reduce friction - they aim to accelerate revenue growth, enhance customer experience, and boost employee productivity. To achieve these goals, organizations are focusing on solid foundations: embedding DAM into go‑to‑market plans, extending its reach into creative and production teams, and automating routine processes so people can focus on high‑value work."
Digital asset management has shifted from static storage to an active operational hub that powers productivity, streamlines collaboration, and supports competitive marketing and digital operations. A survey of 313 global rich‑media leaders shows expectations for DAM to enable efficient workflows, cross‑department collaboration, and intelligent integration with broader digital ecosystems. Advanced features such as AI‑driven search, automated tagging, content recommendations, and workflow optimization are making DAM central to how work gets done. Leaders prioritize operational efficiency and plan DAM strategies that accelerate revenue, enhance customer experience, and boost employee productivity. Organizations emphasize embedding DAM into go‑to‑market plans, extending its reach into creative and production teams, automating routine processes, and reducing risk through governance, standardization, and compliance. Full potential requires more than technology alone.
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