According to Gartner research, marketing leaders report allocating 7.4% of the marketing budget to content creation in 2017. Furthermore, marketers named content creation and management as their top two digital priorities for 2018 in a Gartner survey of marketing decision makers conducted at the end of 2017.
Managing marketing assets and scaling content operations are top priorities for marketing leaders, which is driving increased investment in digital asset management platforms.
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Facing more convergence, marketing leaders must be discerning in their evaluation and selection of DAM solutions.
Gartner’s definition of digital asset management (DAM) includes capabilities for ingestion, storage, retrieval, collaboration, and life cycle management of rich-media assets, including text, graphics, images, videos, and audio.
Type: Analyst Report
Topics: Content Services, Digital Asset Management