Kate Isbey
By Kate Isbey on 01 Mar, 2024

Organisations today are immersed in a constant influx of digital content production – product images, videos, sell sheets, and branded graphics, to name just a few.

As consumer demand for diverse content types continues to rise, organisations large and small are grappling with the challenge of efficiently managing and organising their digital files and workflows.

This is where the game-changing technology of a Digital Asset Management (DAM) system steps in.

Understanding Digital Asset Management (DAM)

At its core, Digital Asset Management is the strategic practice of overseeing, organising, and distributing media files.

To streamline these processes, organisations can employ Digital Asset Management software to enable them to create a centralised library of searchable and deployable digital content, including photos, videos, graphics, PDFs, and brand templates.

The roots of Digital Asset Management software trace back to the 1990s, coinciding with the advent of the Internet and the surge in digital marketing. As businesses embraced digital channels, the need for an efficient way to handle the growing volume of digital content became apparent. This led to the development of DAM software, with pioneers like Widen – now Acquia DAM and Bynder - launching as early as 1996.

Digital assets - the foundation of DAM

Digital assets encompass a broad spectrum of content stored in digital file formats, including photos, videos, images, graphics, fonts, audio clips, presentations, and documents. These assets play a critical role in supporting branding efforts and fuelling online and offline sales and marketing initiatives.

Common examples of digital assets:

  • Audio files
  • Documents
  • Images
  • PDFs
  • Videos
  • Packaging files

7 key features of DAM software

DAM software offers a suite of features that address crucial challenges faced by organisations.

  1. Centralised asset management - DAM software allows you to centralise all your assets in one system, providing a unified location for diverse content types, from audio files to brand guidelines and product images.

  2. Self-serve access - Empowering teams across different regions and different time zones, users can find and access the content they need securely. This includes curated asset selections through portals and individual content sharing.

  3. Up-to-date asset publishing - Users can easily keep track of assets and ensure they adhere to all Digital Rights Management (DRM) Version control allows for automatic updates.

  4. Automated workflows - Using metadata, Acquia DAM, for example, supports content marketing workflows. Rule-based automation notifies users of new content availability, while AI-powered auto-tagging streamlines metadata application.

  5. Content transformation and re-use - Users can seamlessly convert images, videos, and audio files into different formats on the fly. Common conversions for social media or re-sizing for specific needs are easily accomplished.

  6. Analytics monitoring - DAMs give you in-depth analytics at both site and asset levels, offering insights to inform decisions and enabling you to review version history for audits.

  7. Marketing workflow automation - By connecting tools and data, your DAM could extend assets from a central source, enhancing productivity, security, and brand consistency for your marketing team.

DAM - use across sectors

Different industries face distinct challenges in managing digital assets, and DAM solutions are tailored to address these specific needs. Here's a glimpse into how DAM technology is employed across various sectors:


For healthcare organisations, DAM ensures control over the accuracy of shared information. Permission-based access and password-protected portals enable the secure use of content, helping manage compliance and prevent brand-damaging mistakes.


Non-profit organisations maximise marketing resources with DAM, driving a greater return on content investment. DAM technology empowers volunteers and employees to create on-brand materials, ensuring efficiency on a limited budget.

Higher Education

Universities and colleges can use a DAM to organise vast amounts of content supporting their diverse audiences and study programmes. This central content library streamlines access and discovery for departments, saving time and resources.


Manufacturing brands benefit from DAM by centralising and improving the consistency of product imagery and branding. Combining DAM with Product Information Management (PIM) ensures alignment and accuracy of product data, marketing content, and assets.

Food and Drink

DAM aids in maintaining brand consistency and optimising content workflows. It allows companies in this industry to centralise their content in a searchable library, ensuring fast access to quality, approved assets.

Media and Entertainment

DAM simplifies workflows in the fast-paced media and entertainment industry. It facilitates bulk importing, editing, and permissions to manage large files, ensuring quick access for designers, coaches, players, partners, marketers, and press.

Print and Publishing

The print and publishing industry uses DAM to streamline production operations. Publishers and printers can share files efficiently for proofing or printing, reducing unnecessary delays and ensuring the most recent files are automatically updated.


Retailers can use DAM for omnichannel e-commerce experiences. A centralised source of truth for product photos, videos, and other assets, ensures consistency across online and offline channels.

Travel and Tourism

DAM helps businesses in the travel and tourism industry control the quality of their assets and streamline workflows. Accessible libraries aid in showcasing powerful, engaging imagery to potential travellers.

Benefits of a DAM

Investing in DAM technology unlocks a myriad of benefits for brands, contributing to a more organised, productive, and consistent approach to managing digital content. Key advantages include:

  • Time savings - DAM users experience time savings at every step of the content lifecycle, from importing to publishing assets with just a few clicks.

  • Brand protection - Controlling access ensures that only approved, up-to-date, and on-brand assets reach various collaborators, safeguarding brand integrity.

  • Collaboration efficiency - Content collaborators can search and browse brand assets independently, eliminating bottlenecks and reducing the need for excessive file-sharing via email.

  • Create once, publish everywhere - Embed codes ensure that alterations made to a file in the DAM platform automatically update across all linked instances on the web.

  • ROI improvement - Analytics provide valuable insights into searches, downloads, views, usage, and engagement, enabling brands to make informed decisions about content repurposing, retirement, and future creation.

  • Remove repetitive tasks - Integrating DAM technology into other marketing technology systems streamlines access, search, and utilisation of assets within existing platforms, eliminating the need for constant file downloading and re-uploading.

Need a DAM?

By optimising product content and enhancing creative workflows, marketing teams can use DAM software to boost customer lifetime value, foster brand loyalty, and enhance overall customer satisfaction.

Our experts will work with your team to select the right DAM for you, build it, populate it, and train your staff on how to use it. Keen to know more? Just get in touch!

Do DAM. Better.