For the last few years, Gartner has issued a Digital Asset Management (DAM) Market Guide (Market Guides are typically a precursor to the Gartner Magic Quadrant) that provides a holistic overview of the market to help companies define key requirements in their DAM programs.

Nuxeo is pleased to once again be included as a Representative Vendor in the report.

The recently released Market Guide1 continues to provide valuable observations and insights into the benefits and applications of DAM across the enterprise. Gartner highlighted several factors impacting interest and adoption of DAM solutions among enterprises, noting that organizations had to:
“Enable a newly distributed workforce to operate with consistent information, content, and assets at scale.”
“Pivot and deliver to interact and engage with audiences in an almost exclusively digital environment”

The report also explores the evolution of DAM from just being about the storage of images to incorporating “the planning, ingestion, creation, organization, storage, publication and distribution of all types of content used by an organization.” This is an important distinction as the management of content to drive the digital supply chain across the enterprise now needs to embrace all types of content, from text, graphics, imagery, and video, to fast-growing media such as audio, and 3D files, to emerging technologies such as Augmented Reality (AR).

The idea of a continuous digital supply chain for content means, as the Gartner report points out, “This range of users allows a DAM solution (has) to serve every part of the organization, including marketing, sales, HR, technology, manufacturing, legal, finance, call and service centers, third- party suppliers, agencies, distributors, and more.”

DAM is now perfectly positioned to be at the center of the digital supply chain, where it can connect to many different data sources from across the lines of business, thereby adding value to your assets. Gartner cites several different examples of the types of data sources that are being connected to the DAM including: “master data management (MDM), product information management (PIM), direct asset uploads by authorized third parties and content services platforms (CSPs). Outputs from a DAM solution include content marketing platforms (CMPs) and sales enablement platforms.”

This DAM-centric view of the content flow gives greater focus to the delivery of a consistent customer experience that provides a frictionless, seamless flow of connected content and data across systems to enable customers to get value-driven answers to their questions or complete the tasks they need to do while being presented with the relevant asset-rich information, at the time they need it, on the platform they choose.

Gartner, “Market Guide for Digital Asset Management”, Colin Reid, Mike McGuire, December 1, 2020_

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