2020 Gartner Market Guide for Digital Asset Management (DAM)

Gartner Market Guide - Digital Asset Management 2020

This Gartner Market Guide explores why more organizations are investigating DAMs and helps digital marketing leaders understand the complex and changing technology landscape.


Gartner Digital Asset Management Magic Quadrant Report. Use this Gartner Market Guide to help define your key DAM requirements.

According to Gartner, ”The proliferation of marketing touchpoints is driving the need for organized and coordinated content development and storage.” Gartner continues to say, “Marketing organizations that use digital asset management (DAM) solutions are better able to deliver key components for advanced marketing capabilities like real-time personalized marketing across multiple channels at scale.”

Gartner’s recommendations for digital marketing leaders responsible for creating, managing and tracking marketing content:

  • Prioritize your key needs to define the DAM use cases you need to support. Use this Market Guide to better contextualize the benefits of DAMs and how those align to your specific business needs, and better structure and guide your vendor conversations.

  • Minimize disruption by defining your DAM integration strategy through identifying incoming and outgoing data and asset flows. Examples of inputs include 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 ad servers, content marketing platforms (CMPs) and sales enablement platforms.

  • Define how your DAM solution will impact existing or planned workflows. Make sure all impacted teams and users are ready, capable and enabled to leverage the DAM to ensure adoption. Solicit feedback early and often from all impacted groups, including technical, creative, marketing, sales and product management teams, and be prepared to act upon it to deliver and maintain ROI.

Read the 2020 Gartner Market Guide for Digital Asset Management to learn more!

This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Nuxeo. Gartner “Market Guide for Digital Asset Management”, Colin Reid, Mike McGuire, December 1, 2020.

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