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...interested improving management rich media such as images and video. New and easier-to-use software products are helping companies achieve that goal, incorporating additional digital assets into their information base and making them part of their business processes.
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One of the leading applications for digital asset management (DAM) is in brand management. "Companies want to have a uniform, homogenous message," says Mukul Krishna, program leader and senior analyst at Frost & Sullivan (frost.com). "We expect broad-based corporate usage of rich media to become bigger than in the media companies such as film and broadcast. There is a huge amount of rich media that needs to be managed." Companies that are going through a product launch, for example, can be sure that multiple teams in different continents are using the same master copy of a product image, component such as color or background, or advertisement.
Stories abound of companies that spend hundreds of thousands of dollars to re-shoot photographs for a catalog because they could not find the needed images on a collection of CDs. Even if the images are available, development of sales catalogs, whether printed or online, is dramatically improved by a coordinated approach to integrating images, text descriptions and other descriptive information such as SKUs.
An analysis from GISTICS (gistics.com) indicates that a marketing content repository with a graphics server or robust internal rendering capability can reduce the time it takes for a marketing manager to...
NOTE: All illustrations and photos
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