Aprimo Named a Leader in 2019 Forrester Wave for Digital Asset Management.

Best Digital Asset Management Software 2021: Vendor Comparison & Reviews

What is the Best Digital Asset Management Software?

Digital asset management (DAM) software helps you organize, store and retrieve rich media while also managing digital rights and permissions. The right DAM brings benefits to the entire enterprise, especially business units directly involved with the customer experience.

More engaging content in your marketing efforts directly impacts customers, giving them more compelling experiences. Top digital asset management systems streamline content development and provide effective management tools. They enable an innovative, collaborative and customer-driven approach to content marketing that simplifies workflows and improves the customer experience.

Aprimo Digital Asset Management

Why is Digital Asset Management Important?

Digital asset management is the key to effectively managing and streamlining content marketing. When you invest in crafting rich media content, you need a software platform that ensures that investment is put to good use. 

Digital asset management reviews should help you understand whether the DAM solution will:

  • Organize, store and retrieve any and all file types
  • Share content and collaborate across business units
  • Support multiple asset types and sophisticated asset needs

The top digital asset management vendors provide software that lets you use rich media to create powerful customer experiences with content. Unlike other content management systems, DAM software is optimized to manage omnichannel content creation, management and sharing. It supports multiple file formats — video, 3D, audio, animations, and emerging content types — delivering immersive brand experiences to enterprise customers. 

Improved digital asset management leads to strong customer interactions, more relevant content marketing campaigns, and increased returns on investment for marketing initiatives.

Why Does Your Organization Need a DAM?

Digital asset management is important to enterprise organizations for a multitude of reasons. When you’re looking at digital asset management reviews, look for information that tells you if a DAM:

  • Consolidates siloed content

If version control, product information management, or multichannel content discrepancies are a frequent struggle, digital asset management is the solution. The top digital asset management vendors and platforms enable content consolidation. You can create a library of all of your content. This makes it easier to find, connect to other content, and prepare for distribution.

  • Enables continuous content creation

Content requires constant nurturing. Every stage in the content lifecycle — from ideation to planning, analysis to archiving — demands something different. DAM solutions support work-in-progress assets throughout the lifecycle, so content teams can continue content development, analysis, and iteration.

  • Supports multiple asset types

Content marketing strategists understand the value of breaking down content — from any format — and reusing it for different purposes across different channels. Depending on where your audience is in the customer journey, different messages resonate.

The best digital asset management software not only supports multiple asset types. It also understands which content is being used most often and by which audience segments. Use DAM to serve as a single source of truth for all your brand content.

  • Offers robust content categorization

Managing content across various versions, regions, dates, rights and resolutions is complex. DAM provides robust content enrichment capabilities, ensuring the right content gets to the right customer at the right time. In addition, top DAM platforms enable customized metadata and taxonomy capabilities. This further enriches content by organizing it by business categories or features, such as its keywords or other descriptive data.

  • Improves content collaboration and access management

Content isn’t relegated to the marketing domain. Today, every team — from sales to accounting — is staking a claim for enterprise-level content. DAM manages all assets by group or channel, giving you complete access management control. Give groups access to only the content they need, and maintain organization and control for all rich media assets.

The best digital asset management software aligns to each of these business requirements, providing enterprise-level content management for marketing teams — and beyond.

Deliver On-Brand Omnichannel Experiences with an Industry-Leading Digital Asset Management Vendor

Learn how to delight consumers and outmaneuver your competitors in this guide.

Who Uses Digital Asset Management Software?

Finding the best digital asset management system for your enterprise requires attending to the needs of each user group.

The best Digital Asset Management (DAM) Software Communications


DAM supports collaboration by enabling centralized review, automated rights management, and content lifecycle management.

The best Digital Asset Management (DAM) Software Creatives


DAM ensures marketing and creative teams have the right content assets and enables easy search, collaboration, and workflow management.

The best Digital Asset Management (DAM) Software Product Teams

Product Teams

DAM helps with MarTech ecosystem integrations, supports the alignment of product and marketing content, and provides global content controls.

The best Digital Asset Management (DAM) Software Lines of Business

Lines of Business

DAM supports enterprise business teams report content ROI with advanced analysis and reporting capabilities.

Aprimo for the Retail Marketer


DAM improves performance and productivity. It ensures that the marketing team can manage, scale, and reuse content, and effectively control brand assets.

What Should You Look For in an Enterprise DAM Solution?

Identifying the best enterprise DAM system is critical to supporting the unique function of content for your business. Forrester created a comprehensive 30-criteria DAM evaluative system, and it includes the following important considerations:

Asset Support

Decrease the time it takes to find your content and minimize wasting resources on content recreation if — and when — it can’t be found. Asset support is an essential component of DAM solutions, as it:

  • Supports different content types
  • Enables easy uploading, storage, and previewing, and
  • Allows creation of individual assets from asset packages.

User Support

Help everyone who interacts with content work and collaborate easily. Top-tier digital asset management vendors provide collaboration and review/approval process automation capabilities. This simplifies content creation and management across the enterprise. Support all user types with a simple interface, integrations, automaton, sharing, workflow management and content markup.


Connect to the other solutions in your technology ecosystem with your DAM platform. Ensure you can reuse and optimize your content for true omnichannel customer experiences. Consider the following when selecting the best DAM for your enterprise:

  • Supporting documentation
  • Open source APIs and workflows
  • SaaS delivery capabilities
  • CMS integrations
  • Content delivery networks

Top enterprise DAMs will include a marketplace where you’ll find easy integrations with other platforms in your MarTech stack.

Vendor Background

Use a digital asset management vendor that is an authority in digital asset management. Look for DAM solutions provided by industry-recognized, experienced developers. DAM is complex and demands proven activation, support, and product roadmap strategies.

Content Usage

Identify the specific usage needs you have for content in your enterprise, and confirm them against your top DAM contenders. Some questions you can use to identify your content usage needs include:

  1. How many assets do I expect to upload?
  2. Do I need to manage different permissions for different individuals or groups?
  3. Do I need to perform light content editing (i.e. trim videos, crop images, etc.)?
  4. Will I use AI to automatically facilitate light content editing?
  5. Are “search” or “browse” functions important to me?
  6. Do I need business intelligence or custom reporting?

Classification & Taxonomy

Organize and find your content in a DAM the way you need. The best digital asset management platforms offer value through customizable taxonomy, so you can create and manage categories for all of your assets.

DAM should also offer customizable metadata so you can tag each asset with keywords, descriptions, or other terms. This helps you organize assets, and find them easier. Top solutions will provide intelligent and automatic AI tagging as they get to know your content and users.

Digital Rights & Compliance

Ensure your chosen DAM reflects your organization’s regulatory or compliance requirements. If you manage or create sensitive content, your DAM must facilitate automated compliance submissions for your industry’s regulations. In addition, the digital asset management vendor should support advanced versioning control that:

  • Requires rights management
  • Offers watermarking or expiration controls
  • Supports complex digital rights

How Much Does Digital Asset Management Software Cost? Comparing of DAM Capabilities and Pricing

The best digital asset management platform for your enterprise will vary in cost based on a number of factors, including:

  • Number of users
  • Amount of required storage
  • Advanced features
  • Brand reputation
  • Implementation fees
  • Customizations
  • Associated services
  • Other set-up considerations, such as if the DAM is cloud-based or managed on an on-premise server

Calculate the ROI for a DAM and ensure it delivers the intended value. The top digital asset management systems improve marketing productivity by increasing efficiency for all content marketing processes. DAM offers the technical foundation your organization needs to improve customer experiences and marketing efficiency — all to drive value to your enterprise.

Prove the DAM you choose offers the ROI you need by understanding how DAM success metrics lead to quantifiable data points.

DAM Success Metrics

  • Percentage of Content Reused
  • Reduction in New Content Costs
  • Reduce Average New Content Creation Time
  • Reduction in Time Spent Searching for Content
  • Increased Content Variety

These success metrics lead to quantifiable data that justifies cost.

ROI Data Points

  • Faster Time to Market
  • Consistency Across Channels
  • Increased Sales
  • Targeted Content
  • Brand Awareness

Digital Asset Management Software Comparison: How to Choose a DAM System That’s Right for You

Ensure the DAM you choose supports your entire content management lifecycle vision — from ideation to management. See how some of the top enterprise digital asset management providers align to your enterprise needs.

See What Forrester Thinks of the Aprimo Digital Asset Management System

In “The Forrester Wave™: Digital Asset Management for Customer Experience, Q4 2019,” Forrester Research, Inc. evaluated Aprimo among the 14 most significant DAM providers based on 28 criteria. Aprimo received the highest scores possible in 20 criteria, including Search, Content Collaboration Support, Metadata & Taxonomy, Workflow & Approvals, Content Performance Analytics, Scalability, and Product Vision.

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