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Digital and Marketing Asset Management

Book Description

The digital world is transitioning from text to media: photos, audio files, video clips, animations, games, and more. Enterprises of all kinds struggle with how to manage those media assets. Digital professionals who want to master the life cycles behind creating, storing, and reusing media need the inside scoop on how digital and media asset management technology really works.

Table of Contents

  1. How to Use This Book
  2. Foreword
  3. Introduction
    1. The Blurring of Enterprise Lines
    2. The Challenges of Rich Media
    3. What Is an Asset?
    4. Metadata
    5. Digital and Marketing Asset Management Defined
    6. DAM Technology Services
    7. Ten Core Characteristics of a DAM System
    8. The Rise of Lightweight DAM Offerings
    1. Exploiting the Who, What, When, and Where of Digital and Marketing Assets
    2. Supporting Strategic Organizational Initiatives
    3. Improving Collaboration and Streamlined Creative Workflow
    4. Developing Better Brand Management
    5. Enabling Marketing Agility and Operational Excellence
    6. Examining DAM Costs
    7. A Final Note on Metadata
    1. People
    2. Information
    3. Systems
    4. Processes
    1. Ingestion
    2. Asset Lifecycle Services
    3. Media Processing
    4. Taxonomy Management
    1. Structured Metadata Search
    2. Simple and Advanced Search
    3. Surfacing of Search Features
    1. Collaboration and Storyboarding
    2. Workflow
    3. Localization and Internationalization
    4. Transformation and Transcoding
    5. Multichannel Delivery
    6. Personalization
    1. Application Development and System Administration
    2. System Security
    3. Reporting and Analytics
    4. Distribution
    5. Configuration
    6. Customization, Integration, and Extensibility
    7. Scalability and Performance
    8. DAM Administration
    9. A Special Note About Standards
    1. Option 1: On-Premise
    2. Option 2: Private Cloud
    3. Option 3: Public Cloud
    4. Option 4: Software as a Service
    5. Option 5: Hybrid
    6. Storage and Archiving
    1. Vendor Professional Services
    2. Integration and Partnerships
    3. Channel Professional Services: Support and Community
    1. Image and Brand Management
    2. Publishing
    3. Corporate Time-Based Media Management
    4. Broadcast Media Management
    5. Peripheral/Other Media Asset Management Use Case Scenarios
    1. DAM in a Digital Marketing Framework
    2. Why These Models Are Important