Better Business Outcomes Reported by “Digitally Mature” Organizations

New Canto survey links a boost in productivity and job satisfaction to companies that have invested in technology that manages digital content

SAN FRANCISCO – December 21, 2021 – Canto, a Digital Asset Management platform empowering teams to spend more time on value-added tasks, today announced the results of a research study conducted in partnership with CMSWire. The objective of Canto’s 2021 “Evolution of Digital Asset Management” survey was to better understand the challenges organizations face when it comes to creating, organizing, and sharing owned content including high-resolution images, videos, audio files, and more.

Topline findings include an acceleration of content creation by organizations for 2022 marketing plans; yet few have modernized their digital infrastructure to meet this goal. The more ‘digitally mature’ companies that have invested in tools to manage digital assets reported seeing greater benefits, indicating they are better prepared to meet upcoming business demands.

“Given the rapid digital transformation over the last few years, every business must have a digital-first strategy – and the right tech stack to make it work,” says Erica Gunn, Chief Marketing Officer at Canto. “Unfortunately, many organizations are still storing brand and media assets on local servers or use applications for tasks and processes they’re not really designed to handle. Managing content in this way not only disrupts team productivity and drains creative energy but can also undermine top business goals.”

Modernizing is crucial for employee productivity, making it critical to adopt new technologies that make it easier to find, share, and collaborate on digital content. And the recent surge of employee turnover has only added to these challenges, as it brings a loss of institutional knowledge and longer ramp-up time for new employees.


  • Marketing teams are wasting weeks of time each year simply trying to find the assets they need. 58% of respondents say unnecessarily duplicating work undermines productivity, effectiveness, and job satisfaction among employees.
  • Collaboration and work sharing must become more accessible to meet the needs of the hybrid workforce. More than half (55%) of respondents expect their teams to continue working remotely at least half of the time after the pandemic, while only 22% expect a full return to in-office working.
  • Several opportunities exist where technology investments can ramp up productivity to meet business outcomes. 55% of respondents use popular platforms such as Box, Google Drive, Dropbox, or SharePoint to house assets despite not being well-suited to high-volume digital asset management for creative collaboration.
  • Digital content operations should be simplified to maximize work productivity. 39% of respondents say manual work managing digital assets is a top pain point. 34% report a lack of integration with current marketing tools, while 31% complained of version control issues that interrupt workflow.
  • There are several reasons why organizations want to ramp up productivity tools. 54% cite managing product information is a crucial task, while 45% want to improve team collaboration and efficiency. Another 40% want to empower internal teams with self-service access, and 39% use digital asset management tools to deliver personalized marketing at scale.

Digital Asset Management (DAM) software allows companies to store, share, and organize all digital content in a secure and centralized location and can improve productivity, eliminate errors, and allow employees to spend more time on value-added tasks that achieve business outcomes. For the complete findings of the Canto 2021“Evolution of Digital Asset Management” survey, download the whitepaper here:


The “Evolution of Digital Asset Management” survey was conducted in partnership with CMSWire during September 2021. Survey totaled 400 participants split across the U.S. and UK, with all respondents at or above manager level. A representative sample included these top industries: Business and professional services, Manufacturing, Retail.

About Canto

Canto is a leader in digital asset management (DAM) software, with customers that include many of today's top brands. This simple yet intuitive solution gives organizations a visual way to centralize, organize, and share all their digital brand assets, empowering them to save valuable time and gain a competitive edge. Canto's DAM solution has wide applicability to a variety of industry verticals, including retail, manufacturing, education, transportation, hospitality, nonprofit, healthcare, food and beverage, technology and more. Canto's corporate headquarters is in Atlanta, with offices in Berlin, Germany, and a regional hub in Sydney, Australia. For more information, visit