In its latest vendor landscape report covering digital asset management, Forrester Research identified five factors that will disrupt the DAM market as it evolves in 2017. One of the factors highlighted by Forrester was integration. The ability to easily integrate a DAM solution with other technology applications has become critical because of the changing role that DAM plays in the larger ecosystem of marketing and customer experience technologies.
Forrester’s report describes the new role of DAM as follows: “DAM solutions are the repository for customer-facing interactive content, and they help prepare and serve content to solutions like WCM, commerce platforms, and ad serving, which focus on contextual delivery across customer touchpoints.”
A growing number of enterprises are using DAM as the content hub for their marketing and customer experience operations, which means that many of the most significant benefits of DAM are only realized when the DAM solution is used in conjunction with other marketing and CX technologies. In a guest post for Scott Brinker’s Chiefmartec blog, Theresa Regli (formerly with the Real Story Group) emphasized this point when she wrote, “A DAM by itself has limited usefulness: those assets have to be pushed out and used by different technologies in a wealth of ways for all this effort to benefit your organization.”
Given DAM’s evolving role in the enterprise, it’s vital to consider interoperability (ease of integration) when evaluating prospective DAM solutions. The DAM solution offered by ADAM (now part of Aprimo) has been designed and built from the ground up to make integration with other technology systems easy to accomplish. In addition to the inherent flexibility of the .NET framework, the ADAM solution has a comprehensive and fully-documented API, major parts of which are REST compliant.
Today, a DAM solution is one component of a larger system of marketing and CX technologies. Therefore, interoperability has become an essential DAM requirement.