As censhare prepared for lead sponsorship at its third consecutive Henry Stewart DAM event, analysts at the Real Story Group coined 2018 as the “The Year of DAM” , and as we were joined by over 700 attendees at the world’s premier DAM event , we could definitely see why!
It has become clear that DAM has found its foothold in the marketing technology landscape as the engine behind digital experience solutions. It has gone from being an IT tool to becoming the cornerstone of contemporary marketing strategies, enabling creativity, collaboration, process management, personalization and targeted publication, to name but a few.
According to Chris Leaman, Managing Director US for censhare partner MSP , a DAM is worth its weight in gold, as only a 10 percent increase in data accessibility can translate into an additional $65.7 million in net income . His presentation, ‘How a DAM can solve a Marketer’s data woes’ went on to explain how retailers can increase their operating margins by more than 60 percent - great stats which should help anyone still grappling with a business case for DAM.
Thankfully, Henry Stewart events have a reputation for digging into the subject, as opposed to just letting a procession of speakers preach the gospel of DAM, allowing us and the other DAM professionals in attendance to put these experts on the spot with panel discussions that really got to the heart of DAM technology. Below, we highlight three areas of focus which stood out to us.
The Importance of DAM Integration
A key to having success with a DAM solution is, of course, having a successful integration. Much lively technical discussion went on throughout the event on this complex topic, including Wendy Skoulding, SVP Operations of censhare US, during a panel debate. Wendy is a previous winner of the HS DAM Bake Off , and lead a conversation about the importance of application interfaces in integrating this engine into the broader digital experience solution architecture. Discussing both back end systems ,such as product information management and marketing resource management, as well as the systems of engagement which communicate with the audience.
DAM Best Practice
There is a long list of DAM do’s and don’t’s , meaning that this was also a hot topic for many of the attendees. “Common DAM Mistakes and How to Avoid Them”, a roundtable hosted by censhare’s Caroline Chang contributed to this discussion, looking at some of the best practices we have learned through our clients and as well as some learnings about the importance of the early stages of the project and collaboration through it.
Enabling the Creatives
Across the hall, an equally busy conference track aimed at creative users was underway, emphasizing that if your creatives do not have a say during the buying and implementation stages, the tool is less likely to meet their needs, and is therefore less likely to be adopted by those it was intended for. This was the argument of one presenter, EMMsphere’s Francisco Ruiz, who had already spoken on the topic during Henry Stewart’s Creative Operations event earlier this month.
Are you wanting more on DAM? If so, then this censhare whitepaper might tickle your interest: HOT DAM 10: Choosing Your Solution . And if you are planning to attend any of the Henry Stewart DAM events in London, Chicago, and San Diego as “The Year of DAM” continues, make sure we see you there!
If not, just get in touch and we’ll get right back to you.