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 Digital Asset Management systems and helps digital marketing leaders understand the complex and changing technology landscape.

A Gartner Market Guide is typically a precursor to a Gartner Magic Quadrant. This Market Guide is Gartner’s primary report on the DAM market today.

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What's inside The Gartner Market Guide

Understand the complex and changing technology landscape by utilizing the most recent Gartner Market Guide for Digital Asset Management (DAM). Download free today.

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:

  1. Prioritize your key needs to define the DAM use cases you need to support. Use this Market Guide to better contextualize the DAM benefits and how those align to your specific business needs, and better structure and guide your vendor conversations.
  2. 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.
  3. 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.

Download 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.

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and is used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

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