How Media Asset Management bridges Digital Asset Management and Content Management.

1. Make your rich media reach media
Media Asset Management versus Digital Asset Management. What are the differences?
How do they play together? To what extent do these systems interact with content
management? And what are the typical use cases when combining these systems?
The media asset lifecycle MAM enables using assets
“Digital Asset Management” (DAM) refers After assets are delivered, MAM enables
to the protocol that supports the creation publishing. It does so by optimizing and
and production of assets, enabling functions localizing assets and by powering the multi-
such as file versioning, grouping, archiving, channel distribution of these assets.
sharing and exporting. DAM finds its roots in
the print industry and its primary purpose is For distribution, the MAM ensures that you
improving collaboration and adding workflow have the capacity you need to meet high-
to creation and production processes. volume file sharing and streaming demand.
“Media Asset Management” (MAM) mainly MAM also tracks how the digital assets are
focuses on optimizing, publishing, hosting used and consumed in digital environments.
and distributing rich media assets such as
audio, video, images and other rich content In this sense, MAM aligns with Content
to multiple channels. Management processes but also adds
rich media management and publishing
DAM enables producing assets capabilities to existing systems, such as
DAM adds control to the processes of creating Web Content Management, Campaign
ideas to turning them into reality, while Management and Digital-Out-Of-Home
also providing control over production, file (DOOH) systems.
versioning and costs. DAM also supports
team work between internal teams and Your choice for DAM, MAM or DAM and MAM
external providers to co-work on the same is highly dependent on whether you will
assets without overruling each other. produce assets from scratch or mainly use and
adapt assets.
Create Ü Produce Ü Publish Ü Distribute Ü Consume Ü Archive
DAM DAM DAM DAM
MAM MAM MAM MAM MAM
CMS CMS CMS
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2. Make your rich media reach media
In-house creation versus outsourcing
In-house creation and/or production of rich media assets emphasize the need for a DAM solution.
If most of the assets will be created externally (e.g. by an agency) you may have little need for a DAM. In
this case, a DAM may be overkill since it will only be used as a far too expensive file server.
DAM and CMS typically meet when (intranet) portals are developed to access raw files. When
organizations realize they need a way to distribute raw materials internally, they often connect their
creation system, the DAM, to their content distribution system, the CMS.
However, in most cases they actually need a MAM that will make these raw assets accessible for various
screens and platforms and distributeProvide Personalized, Relevant, Native Language Experience digital channels and to many
them to a global audience in multiple
different devices. MAM supports the demand of a variety of file profiles and can supply you with the right
Overview Detail
bandwidth capacities to address your global audience.
0
Customer Touchpoints Social Web
Provide Personalized, Relevant, Native Language Experience
4
Real Time Contextual Targeting and Relevancy Re
Analytics
3
Campaigns
Mails Web Content Multimedia
Structured
Content
Social
Conversations
1 Mails
2
Globalization Management
Global Customer Experience Management
Provide Personalized, Relevant, Native Language Experience
Rich media
Compared to traditional print assets, digital assets such as audio, images and video bring new challenges
to the table – especially in the context of online distribution. Overall, you need to publish these rich media
assets to various digital channels and devices.
To enable this broad delivery requirement, they need to co-exist in various technical file variations and
contain different codecs for the specific devices or operating systems.
A further complication is hosting these variations. Hosting depends on the method of distribution that the
consuming device supports (i.e. progressive download, download or streaming media) and the global
spread required per variant. A MAM’s device-, OS- and geo-detection makes this publishing process
smooth and easy for you.
2
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3. Make your rich media reach media
Customer experience management
Consumers and quickly growing business audiences expect you to support and communicate
with them via a myriad of touch points: online, mobile, on social media and via outdoor
messaging. Each of these channels and devices, however, has a specific role in the customer’s
journey to satisfaction.
While outdoor messaging builds awareness and mobile devices enable transactions, your
website and social media reviews enable you to gain customer confidence and trust in your
offerings. Device-independent access to your information, message consistency and ease of use
are key for success.
Where Content Management enables you to publish text, localize and orchestrate your
messaging across channels, MAM enables you to enrich these multi-channel communications
with optimized imaging and video. This not only makes your customer’s journey a rich media
experience, but it also bridges gaps between different media channels and enables ‘second
screen’ strategies — for example, by activating QR-codes and synchronizing the message across
these screens.
1 2
From views to leads Using QR codes for conversion
3 4
Rich media publishing & multi-channel content management
Content Management is typically organized per channel. Systems for managing Web Content
(WCM), Campaigns and Digital-out-of-Home (DOOH)-environments are siloed. In addition,
many organizations do not systematically manage social media, viral campaigns and mobile
messaging.
In these circumstances, MAM adds most value as the one and only central repository for all
rich media assets. This provides central control and synchronized messaging through the
various, sometimes disconnected, publishing processes and channels. A MAM not only provides
you with controlled media message publishing and distribution but it also provides reliable
reporting across and between the various channels, providing cross channel insights.
SDL enables global businesses to engage with their customers in the language, the media and at the moment they choose. We help
businesses manage their brands, drive global revenues, accelerate speed to market and enrich their customers’ experience.
SDL’s enterprise-ready innovative technology and service solutions span the entire customer journey and include social listening and
marketing analytics, campaign management, language management and services, video and written content creation, web content
management, dynamic technical documentation publication and eCommerce.
SDL solutions drive global reach across multiple languages, cultures, channels and media. SDL has over 1,500 enterprise customers,
400 partners and a global infrastructure of 70 offices in 38 countries. For more information, visit www.sdl.com.
Copyright © 2012 SDL plc. All Rights Reserved. All company product or service names referenced herein are properties of their respective owners.