DAM System

What is a Digital Asset Management System?

February 25, 2022

What is Digital Asset Management?

As soon as a retailer or brand decides to sell its products online, it is important to consider the technical possibilities. The DAM system is an important part of e-commerce. It stands for digital asset management, manages digital content, and passes it on to people or connected systems. It is a central database for digital content.

Brands or retailers often work with outdated solutions, such as FTP servers or software solutions that were purchased in the past. Especially when outdated systems are being used, it makes sense for companies to get an overview of the functions and players in the world of modern digital asset management systems again.

How does a digital asset management system work?

The main task of a digital asset management system is to ensure that digital content can be stored, shared, and organized in a secure and central location. In this way, media content such as images, videos, or other media can be used effectively and in a controlled manner. This is ensured by a clean integration of the digital asset management system into other systems of the company.

Why do you need a digital asset management system?

The number of images, videos, documents, etc., usually increases exponentially with the company’s growth, making it more and more complicated to keep track of things. As a result, time is lost organizing files and managing versions becomes more and more complex. Without an overview of digital content and its licenses, you risk receiving costly warnings if the content is used incorrectly. The digital asset management system solves these problems through clean, central management of digital content with associated metadata and clear versioning.

Who uses the digital asset management system?

There are different roles in the digital asset management system, and these should always be adapted to the structure of the company. The users of a digital asset management system are widely distributed throughout the company. The marketing or content department uses the DAM software every day. They use it to make new advertising material, product images/videos, or even 3D data available company-wide. In principle, it makes sense to give every employee at least a read access so that everyone has access to uniform content.

A central DAM also plays a crucial role in the international corporate environment. It allows employees to work internationally with digital content and make it available in different languages ​​for different countries. This is why the support of multilingual metadata should be an important factor when choosing a DAM in an international corporate context.

How to choose the right DAM?

The selection of a digital asset management system depends heavily on the size and industry of the company. Before selecting a digital asset management system, these key questions must be clarified.

-       How many users should use the DAM?

-       How many files should be saved?

-       Is there a focus on specific content formats (e.g., videos)?

-       Will the system be used internationally?

-       Which systems need to be connected to the DAM?

-       What languages ​​does the system need to support?

-       Which formats does the digital asset management system need to be able to convert?

-       Do individual workflows have to be mapped in the DAM?

-       Does the digital asset management system also have to be able to deliver content efficiently?

-       Should the DAM be operated in the cloud or on-premise?

-       Are functions with artificial intelligence required?

What advantages does a DAM offer in e-commerce?

Online stores are full of digital content. Diverse digital content for individual products is a key element in helping customers make purchasing decisions. Numerous images, videos, and various file formats must therefore be managed in a scalable manner to operate the shop. The organization of this content in a DAM system enables easy and quick access to content related to the products at any time.

The content of a shop must be maintained and updated, regularly. It is best to integrate the DAM system cleanly into the existing processes and the shop system. Ideally, the DAM also delivers the digital assets directly to the sites of the shop. This saves time-consuming conversion and publication processes for digital content.


Today, the DAM is the central point for all digital content of a brand. It simplifies the use of media and facilitates search and versioning. In addition, it simplifies the international use of media and avoids costly warnings through additional metadata on the digital assets. However, the DAM can only develop optimal synergy when it is seamlessly integrated into the processes of a company and is easily accessible to many employees.

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