The Continuing Growth of DAM in the Cloud

Forrester Research recently published its latest vendor landscape report covering digital asset management solutions. The Forrester report provides detailed profiles of 29 DAM solutions, including ADAM (now part of Aprimo). If you are thinking about acquiring a new DAM solution for your organization, this report will be a useful resource, and you can download a copy here.

Forrester contends that five factors will disrupt the DAM market as it evolves in 2017, and that one of those disrupting factors will be the growing popularity of cloud-based DAM solutions. The benefits of cloud-based solutions have been widely discussed over the past few years. As Forrester writes, “Enterprise customers demand cloud DAM solutions to rapidly deploy functionality, run on the latest code, support scalabilty, and replace capital expenditures with monthly operating expenses.”

Forrester has noted that most enterprise-level deployments of cloud DAM solutions have been in the form of infrastructure-as-a-service or platform-as-a-service, but it believes that software-as-a-service (SaaS) deployments will increase as customization and integration in SaaS environments become easier to accomplish.

About two years ago, ADAM launched a cloud-based version of our DAM solution on Microsoft’s Azure cloud platform. This decision reflected our long-standing commitment to meet the evolving needs of our customers. Most of ADAM’s customers are large enterprises that operate in multiple global markets, and many of these organizations have decentralized marketing teams. Our cloud-based solution enables these customers to easily make the full functionality of the ADAM solution available to marketing teams working anywhere in the world.

Over the past two years, the ADAM cloud-based DAM solution has been adopted by several large enterprises, including global retailers such as ASOS, Metro, and The Home Depot. Some of our other enterprise cloud customers are Philips (healthcare, consumer lifestyle, and lighting), Bayer (life sciences), and Luxottica (luxury and sports eyewear).

It’s clear that DAM in the cloud is becoming the preferred option for many large enterprises, and as part of Aprimo, we are firmly committed to the further development and enhancement of our cloud-based DAM solution.

About the Author

Driven to create results, a majority of my career has been focused on improving the efficiency and productivity of marketing and sales teams, while architecting a leading demand generation framework. I strongly believe that technology and operations are the underpinning of any successful organization, especially in the digital age.

I am passionate about Account Based Marketing and Martech and how we can create personalized & human connections that make an impact.

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