The document discusses the importance of Digital Asset Management (DAM) in enhancing customer experiences and promoting efficiency within organizations. It highlights the benefits of cloud-native DAM, such as improved collaboration, reduced costs, and streamlined workflows, while emphasizing the need for organizations to prioritize investment in digital customer experiences to avoid stagnation. Key recommendations include assembling cross-functional teams for purchasing decisions, conducting content audits, and understanding integration needs.

1. Drive Enterprise Speed and
Scale with a Cloud-Native
DAM
Alan Porter
CX, Marketing, and Content Thought Leader
October 2020

2. • But is it the right
experience?
Content Defines Your
Experience
• Are we leveraging rich
media assets to make
the experience
exceptional ?
• Is it just good enough,
or is it exceptional?

3. LetyourAssetsLive!
Access & Utilize Your Media Assets
• Know what you have
• Avoid expensive and inefficient
duplication
• Coordinate multiple creative suppliers
• Centralize managed collections of
content and medatada

4. October 29, 2020
Drive Enterprise Speed And Scale
With A Cloud-Native DAM
Nick Barber
Senior Analyst

5. 5© 2020 FORRESTER. REPRODUCTION PROHIBITED.
Customer experience has stagnated.

6. 6© 2020 FORRESTER. REPRODUCTION PROHIBITED.
Source: Forrester, The US Customer Experience Index, 2020
3%
16%
66%
15%
0%
2%
16%
65%
17%
0%
2%
13%
65%
20%
0%
0%
10%
20%
30%
40%
50%
60%
70%
Very poor Poor OK Good Excellent
The US Customer Experience Index
2018 2019 2020

7. Old-World Digital Experiences

8. New-World Digital Experiences

9. © 2020 Forrester. Reproduction Prohibited.
Rich media enhances CX across the lifecycle…

10. 10© 2018 FORRESTER. REPRODUCTION PROHIBITED.
…but your content is a mess.
Here.jpg Here_final.jpg
Here_final-V2.jpg
USE
THIS
O
NE.jpg

11. DAM Puts Key Stakeholders on the Same PageOrganizations use digital asset management (DAM) to manage the creation, production,
distribution, and retention of rich media content (e.g., audio, video, images, 3D elements,
compound documents).
Manage Deliver
Store Organize
Content
Tasks
Review
Omni-channel
Create

12. If you’re not
investing in digital
customer
experience today,
you will fall
behind.

13. © 2020 Forrester. Reproduction Prohibited.
Building the DAM
business case
Make the investment a priority for your
decisionmakers
• Start with efficiency.
• Enable enhanced visibility into
processes.
• Also consider brand consistency.
• Eliminate rights issues around
reuse.

14. 14© 2018 FORRESTER. REPRODUCTION PROHIBITED.
Source: Forrester, The CIO's Guide To Automation, AI, And Robotics
For high volume, low complexity
tasks, one bot can do the work of
3-4 full time employees.

15. A Cloud-Native DAM Has Key Business Benefits
Most businesses today are opting for DAM in the cloud.
23%
23%
24%
25%
28%
Speed of implementation and deployment
Easier information sharing and collaboration
Regular, automated delivery of upgrades from the vendor
Lower overall costs
Improved business agility
Q. Which of the following are the most important benefits for your firm’s decision to use
software as a service? (Top five responses shown)

16. Get Buy-In From
the Organization
Before You Shop
Don’t discount the influence
of DAM users on the buying
process.
Assemble a cross-functional buying team
that includes stakeholders from marketing,
creative, marketing operations, and IT.
Take time to understand the content creation
workflow and where the key pain points are
in the creative process.
Recruit champions in marketing and IT who
share a strategic vision of content creation
and management.
Identify the key decision-makers or ratifiers
of this purchase and ensure they’re aware of
the buying process and engaged in key
phases of the process like short-listing or
provider demonstrations.

17. Action Items
Adopt
• Define business requirements and key integrations
• Conduct a full content audit to better understand the
volume of content and who needs access to it
Operationalize
• Map the digital experience ecosystem and determine
which systems must integrate with the DAM solution
• Ask DAM users about their key pain points that the
DAM solution should solve
Optimize
• Articulate the business case to get funding,
emphasizing the efficiency the DAM solution will drive

18. Thank You.Thank You.
Nick Barber
Senior Analyst
nbarber@forrester.com
@nickjb