Digital asset management: DAM defined, how it works, and top features

What is digital asset management?

Digital asset management (DAM) is software that helps businesses efficiently create, manage, access, and distribute images, videos, and documents. By connecting the marketing stack, a DAM system unifies marketing, content, creative, video, and sales teams to accelerate content delivery and streamline workflows.

Types of digital assets managed by DAM solutions

A digital asset is any type of digital file. DAM solutions can manage almost all digital asset types, including:

Images and photos of products, models, locations, and more.

Branded content like illustrations from creative teams.

Logos, colors, typography, and other brand elements often stored inside brand guidelines.

Video for product tours, sizzle reels, and webinars.

Audio files for podcasts and customer interviews.

PDFs and text-based documents such as blogs, eBooks, and sales decks.

Creative files from Adobe CC apps.

Other digital assets such as CAD, 3D image files, and even rich media.

There are numerous benefits of digital asset management, including productivity boosts, better collaboration, improved brand consistency, and even greater content ROI.

How digital asset management software works

Managing digital assets gets a whole lot easier when you use DAM software functionality. DAM software simplifies and accelerates content lifecycle management, maximizing content production and content ROI. Here’s a sneak preview of how digital asset management software works:

Upload digital assets into a centralized library: Migrate all your digital assets (and attached metadata and folder structure) into a single DAM library from your cloud storage platforms, on-premises servers, local storage, and other storage platforms.
Organize content with AI tools and metadata: Next, use a DAM solution’s auto-tagging and optical character recognition (OCR) tools to generate additional metadata while populating custom metadata that can’t be captured, like campaign names and use case information.
Search and access digital assets: To keep content searchable as your library expands, DAM software functionality includes metadata search and facial recognition tools. Some best-in-class DAM solutions also include AI-powered search to scan and retrieve media instantly.
Collaborate on content projects: You need to work on content efficiently across time zones, languages, and work environments. DAM solutions streamline collaboration by providing a multi-language, self-service library, digital asset management workflows, private digital workspaces, comments, and annotations.
Manage and control your brand assets from one place: Once content is produced, a DAM platform helps with efficiently managing digital assets, with intuitive tools like approval statuses and digital rights management (DRM) for handling licensed and copyrighted content.
Distribute and analyze content performance: DAM software functionality also helps organizations speed up content distribution. Automate distribution onto storefronts and platforms with built-in CDN capabilities or create branded content collections via portals. DAM platforms include reporting features to analyze content performance for future content strategy.
Archive or refresh content: Don’t let content get stale with DAM software. With a DAM solution, you can set expiration dates on content and guarantee it gets removed from circulation for sales, partners, distributors, and more. Content can also easily be refreshed for new campaigns, channels, and use cases. When content isn’t valuable anymore, you can move it to cold storage.

Top features of digital asset management systems

Digital assets management systems come fully loaded with the features every team needs to optimize content workflows and meet marketing goals. The top features of digital asset management include:

8 key features of digital asset management

Centralized repository for digital assets

A digital asset management system centralizes all digital assets into one organized content library. DAM platforms can store hundreds of file types. Here are a few key centralization tools that a digital asset management system includes.

DAM features:

Digital asset and metadata bulk migration tools.

Self-service, cloud-based DAM solution to store all digital files.

Upload links to ingest content from external collaborators.

Advanced search and retrieval capabilities

DAM software can quickly locate specific files across any size asset library, helping organizations speed up content workflows and get content into the market faster. Here are a few crucial search and retrieval tools that DAM platforms include.

DAM features:

Metadata search and filtering to find your content quickly.

AI facial recognition to find specific media featuring people.

Pro tool: Some best-in-class digital asset management systems, like Canto, include AI-powered search tools to enhance and expedite media search and retrieval.

Metadata management and tagging

DAM software streamlines metadata management for creatives, content managers, and marketers. A digital asset management system helps reduce tedious metadata-related tasks so teams can focus on higher-value work. Here are the top DAM features for metadata management.

DAM features:

Auto-tagging to generate contextual metadata for images and videos.

Optical character recognition (OCR) scans text from documents and PDFs.

Custom metadata helps capture marketing campaign information and more.

Workflows and collaboration tools

Digital asset management systems are built to handle efficient collaboration for teams of any size. Whether your team needs a digital space to collaborate on projects, faster approval workflows, or ways to bring together communication, DAM systems have it all.

DAM features:

Workspaces are private, digital spaces to work on in-progress content not ready for the main library.

Digital asset management workflows are automated, linear pathways for running all your content projects, streamlining review and approval.

Comments and annotations provide a place for stakeholders, marketers, and creatives to communicate on active projects quickly.

Version control and asset history tracking

Digital asset management software simplifies content management, including tracking and controlling digital asset versions. With a DAM platform, you can ensure approved content makes it into the hands of the right teams. Here are the top features of digital asset management for version control.

DAM features:

Version control layers new versions of assets in one file, streamlining file access while reducing cloud storage requirements.

Asset version history and tracking to ensure your content is used correctly.

Access control, permissions, and digital rights

Speaking of asset access and control, digital asset management systems give organizations complete control over their valuable digital and brand assets. Check out the following access and control features you gain from implementing a DAM system.

DAM features:

Digital rights management (DRM) tools o track and manage licensed and copyrighted content usage.

Approval statuses distribute content to teams and platforms with a click.

Expiration dates automatically remove content from circulating when promotions end or collateral becomes outdated.

User roles are available to help tailor the DAM platform experience for individual users.

Distribution tools

It’s not enough to place approved content in your digital asset management system and hope for the best. Luckily, DAM systems come to the rescue with the features you need to distribute content to teams and channels.

DAM features:

Portals are branded, customizable content collections that can be built for any audience.

Content delivery network (CDN) functionality is built into DAM software to provide faster content load times to global audiences.

Share links provide a convenient and fast way to send and receive files.

Analytics and reporting

Digital asset management includes content reporting features that organizations need to understand content performance and inform data-driven content strategy. Dive into these key analytics features below.

DAM features:

Visual and customizable dashboards are available to administrators.

Content reports enable teams to understand content performance.

Canto AI Visual Search

See the latest in AI search

Popular digital asset management use cases

There are plenty of digital asset management use cases! DAM software can benefit almost any department within an organization. Here is a list of the top use cases for DAM software:

DAM for brand management

Organizations use DAM platforms as their source of truth to manage brand identity and brand assets across teams and channels.

DAM for marketing team

Marketing teams use digital asset management software to find and access on-brand marketing collateral and campaign files quickly, speeding up the launch of marketing initiatives.

DAM for creative teams

Creative teams use DAM platforms to accelerate creative production, reduce metadata management, and automate collateral distribution. These platforms also facilitate efficient approval workflows and collaboration with other teams.

DAM for content teams

Content teams use DAM solutions to accelerate content workflows, collaborate and distribute content efficiently to teams, and analyze content performance to direct content strategy.

DAM for sales enablement

Sales teams use DAM to find and access all training materials, product information, and sales collateral from one place, improving sales success.

DAM for external brand collaborators

Digital asset management software makes working with external brand collaborators a breeze, no matter the location. Internal teams can quickly gather content from agencies, photographers, and freelancers for ingestion and approval. Distributors, influencers, and partners can self-service preapproved and on-brand content.

Industries using digital asset management solutions

Wondering which industries are using digital asset management? We’ve got a list of the top digital asset management industries below.

DAM for agencies

With digital asset management, agencies can streamline creative operations by speeding up approval workflows, sharing branded file collections, and creating professional pitch experiences.

DAM for education

DAM is a single platform for education institutions to manage their content, streamline collaboration across departments, and protect their organization’s brand identity.

DAM for manufacturing

Digital asset management platforms help manufacturers streamline image and brand asset launch, boost sales, and strengthen their global brand presence.

DAM for media and entertainment

Media and entertainment brands use DAM to manage vast media libraries at scale, organize and retrieve media, and improve media delivery and brand consistency.

DAM for non-profits

Digital asset management helps non-profits launch world-class campaigns on a budget and maximize the reach and impact of every piece of content created.

DAM for retail and e-commerce

Whether selling skincare or camping gear, DAM includes everything retail brands need, including multi-channel product content launch tools, automated site and store publication, and brand controls.

DAM for travel and hospitality

Travel and hospitality brands use DAM software to empower teams and partners with fantastic brand imagery, meet sales and booking goals, and control their brand experiences at scale.

Best practices for digital asset management implementation

Case studies: Successful digital asset management implementations

Some of the largest brands in the world use digital asset management software, and it’s not hard to see why. Check out how these brand juggernauts are using DAM platforms to drive success for their organization:

Sony Europe B.V.: With Canto’s DAM platform, Sony has a centralized library of ambassador assets ready to fuel inspiring content that engages aspiring photographers with Sony products.

Amorepacific: With Canto’s DAM software, Amorepacific uses digital content more efficiently — enabling cost savings across the organization and creating a solid foundation to make their direct-to-consumer pivot a success.

Steps to successful DAM implementation

Here are the steps every successful DAM implementation should have:

Meet with your implementation team, establish goals, and determine timelines.
Establish a content and metadata plan.
Migrate your content, then check data integrity and taxonomy.
Train users how to use the platform and any purchased integrations.
Establish roles and permissions for relevant teams and users.
Handover account to CSM team for continued training, support, and success.

Best practices for onboarding and training

Ensure successful onboarding by providing adequate user training and documentation.

Ask your implementation team to provide your team with video and text tutorials on how to use the platform. Specifically, ensure that the tutorials cover all aspects of digital content management, including how to ingest, organize, search, access, control, distribute, analyze, and archive files.

Confirm that all power users understand the platform and capabilities adequately.

Also, ensure everyone using the platform and any integrations knows how to use all tools related to their core job functions.

Common DAM implementation challenges and how to overcome them

Many challenges may arise during or after DAM implementation. The most common include metadata and content migration, operational efficiency, and user adoption.

To combat these challenges, team up with the DAM implementation, support, and success teams:

See if content migration is included in your implementation plan.

Before selecting a DAM, ensuring compatibility with your existing platforms and software is imperative.

Ensure your team has sufficient resources and bandwidth to tackle the DAM implementation project.

Provide adequate training and communication with your end users so they feel heard, supported, and empowered to use your DAM platform successfully.

Future trends in digital asset management

digital asset management workflow and trends

There are incredible advancements in DAM technology these days. For those interested in the future trends in digital asset management, check out this quick list below:

Organize and find content with AI-powered search: Auto-tagging has been around for a minute. However, the latest AI visual search technology can see and understand what’s happening in videos and images. Seriously.

Leverage DAM technology across multiple teams: Today’s most significant brands use DAM platforms across marketing, creative, e-commerce, sales teams, and more to generate exceptional results.

Next-level integrations: Today’s DAM platforms create a content ecosystem, connecting your marketing toolkit and content library in perfect harmony.

Automatic web and e-commerce publishing: Brands are turning to DAM platforms’ built-in CDN capabilities to deliver content onto storefronts and platforms automatically.

Integrated approval workflows: With all your content going through approval workflows in one platform, teams can collaborate on content efficiently and strengthen their brand across channels.

Want more details? Learn more about digital asset management trends.

The best digital asset management platform is Canto

Canto’s digital asset management platform has all the best-in-class features your organization needs to maximize content value, accelerate content to market, and maintain brand consistency at scale.

The Beginner’s Guide to Digital Asset Management

Frequently asked questions about digital asset management

What is the difference between DAM vs. CMS?

DAM: For managing many different file types, brand management, and efficient collaboration across multiple teams.

CMS: For managing and publishing pages and media on websites quickly.

It’s actually best to integrate DAM with CMS! If you want to know more, check out our blog on DAM vs. CMS.

What is the difference between DAM vs. PIM?

DAM: For managing digital content, brand assets, and product collateral across multiple teams.

PIM: For managing product data across multiple teams and channels.

It’s actually best to use both platforms with a DAM and PIM integration! If you want to learn more, check out our blog on DAM vs. PIM.

What is the difference between DAM and CDN?

DAM: For centralizing, organizing, searching, and distributing digital content.

CDN: For speeding up content delivery to global audiences.

Find out more about DAM vs. CDN.

What is the difference between DAM vs. Dropbox?

DAM: For teams that handle large numbers of visual media or brand assets, require robust version control, AI-powered search, automated file distribution, and enhanced collaboration.

Dropbox: For teams looking to store and manage digital files in the cloud.

Find out more about DAM vs. Dropbox.

What is the difference between DAM vs. Google Drive?

DAM: For teams that need to organize and search quickly in their content library, enhanced collaboration features, user permissions and controls, and brand management tools.

Google Drive: For teams that need to manage files and folders and don’t require collaboration or brand management tools.

Find out more about DAM vs. Google Drive.

What are the challenges of digital asset management?

Teams that manage content without a digital asset management platform face the following challenges:

Inaccessible files: Without a centralized library to access content, teams may rely on email attachments, known files on cloud storage, or local content that could be off-brand or inaccurate.

Unorganized assets: Unorganized files will get used less often, decreasing content value.

Unsearchable content: Content scattered across cloud storage, servers, or local hard drives isn’t searchable by all teams.

Lack of content control: Without a DAM platform, there’s no centralized way to control or track brand assets or digital file usage.

Productivity loss: Teams not using DAM software tend to have inefficient workflows, which slow content production and create bottlenecks.

What is a digital asset manager?

A digital asset manager manages and controls an organization’s content, including metadata management for assets, folder structure, and access permissions.

Need to learn more? Dive into our comprehensive blog on what is a digital asset manager.

What is a data asset management system?

A data asset management system (DAMS) is a platform for managing structured and unstructured data, whereas a digital asset management system is for managing digital assets and metadata.

Can digital asset management manage videos, audio files, and media assets?

Digital asset management platforms can manage many file types, including video assets, audio files, and rich media assets.

Video content such as webinars, product explainers, and brand videos can be stored, managed, downloaded, watched, and even shared with marketing teams for distribution onto digital channels.

Audio files from customer interviews or podcast episodes can be stored, managed, listened to, and shared using DAM systems.

Some digital asset management systems have features to scale video program, such as auto-tagging and auto-captioning.

Is digital asset management secure?

Digital asset management (DAM) systems can be secure, but the level of security depends on the specific software design and implementation.

When choosing a digital asset management platform, it is important to ensure it meets company security standards and compliance needs. DAM systems can be designed with robust security and in-depth defense measures to protect digital assets continuously.