What does the future look like for DAM users?
And does it include drones?
Digital asset management has become the backbone of the modern marketing ecosystem, but like all martech, it must evolve to support marketers’ intense schedules and boost asset performance further. In our rapidly-changing digital world, the real question is: What does the future of DAM look like, and what big technology trends are on the horizon that will transform digital work and change the way we do business forever?
Mobile apps
Today, we use on average three different devices in our daily routine, and with the development of wearable technologies and the Internet of Things, this number is only set to increase. But what does that mean for DAM? There is a growing trend in martech to prioritize mobile devices in our professional lives, meaning native apps that enable sales and marketing teams to access assets and optimize their working patterns will play a much greater role.
At the very center of the mobile transformation of DAM, native apps provide a seamless user experience both online and offline. Connected directly to your asset library, they offer a mobile marketing and sales portal while providing interactive features that digitally enable users to create, manage and use digital content on the fly—ensuring everyone can work with assets regardless of location, and whether or not they have a laptop near them.
Affordable artificial intelligence
AI technologies are becoming more mainstream, affordable, and accessible, and as they do so, they can offer marketing and sales teams a rangeof benefits when automating processes and centralizing tasks.
Facial, location, and image recognition variables; geospatial technology, and deterministic reasoning capabilities will all become more prominent.Therefore, organizations that invest heavily inartificial intelligence will lead the DAM pack.
While we do have to be patient when allowing APIs to improve regarding accuracy and opportunities for DAM customization, it is reported that
many DAM solutions will soon start offering integration with auto-tagging APIs such as Amazon Rekognition and Google Cloud Vision.
We probably won’t see a mass adoption of these technologies until there are more attractive results and case studies, but as the technology continues to respond to the DAM community’s needs, we will start to see more intelligent solutions fueled by AI hitting the market. For more information on DAMand AI, read our guide, “Deep learning and AI for DAM.”
Asset automation
Analytics, automation, and a seamless software integration are all needed to support future digital marketers. Without mapping a quick and easy route to digital assets for use in marketing interactions, customer service and loyalty will suffer—this is why DAM systems of the future will further automate the serving of assets into marketing channels.
Fueled by AI, machine learning algorithms will start recommending assets for a particular channel or task within a campaign based on analytical data. You can then choose the best asset immediately and cut the time wasted deliberating over which image, video or banner will best serve your marketing objectives.
An increase in DAM providers
We’ve witnessed many marketing automation systems add what they consider to be a DAM solution to their mix. Stock photo providers, online collaboration tools, and even content management systems are all trying their hand in an already crowded space, but beware the newcomers who include DAM as an added feature rather than a robust solution.
The problem with these add-ons is that they are very feature light, and while they may seem suitable during initial DAM stages, an inability to integrate with your ecosystem coupled with limited development and innovation means you’ll exceed their capabilities pretty quick and realize you are cutting corners with technology that is not fit-for-purpose.
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