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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. Cover Page
  2. Title Page
  3. Copyright Page
  4. Contents
  5. How to Use This Book
  6. Foreword
  7. Introduction
  8. Chapter 1: What Is Digital and Marketing Asset Management Technology?
    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
  9. Chapter 2: The Business Case for Digital and Marketing Asset Management
    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
  10. Chapter 3: The DAM Maturity Model
    1. People
    2. Information
    3. Systems
    4. Processes
  11. Chapter 4: DAM Technology Services: Asset Creation and Management
    1. Ingestion
    2. Asset Lifecycle Services
    3. Media Processing
    4. Taxonomy Management
  12. Chapter 5: DAM Technology Services: Search, Retrieval, and Navigation
    1. Structured Metadata Search
    2. Simple and Advanced Search
    3. Surfacing of Search Features
  13. Chapter 6: DAM Technology Services: Asset Assembly and Delivery
    1. Collaboration and Storyboarding
    2. Workflow
    3. Localization and Internationalization
    4. Transformation and Transcoding
    5. Multichannel Delivery
    6. Personalization
  14. Chapter 7: DAM Technology Services: Architecture and Administration
    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
  15. Chapter 8: Cloud, On-Premise, or Hybrid? DAM Delivery Models
    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
  16. Chapter 9: You’re Not Just Buying a Tool: Strategic Considerations
    1. Vendor Professional Services
    2. Integration and Partnerships
    3. Channel Professional Services: Support and Community
  17. Chapter 10: Universal Scenarios: The Key to Comparing Technologies
    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
  18. Chapter 11: Mixology: DAM in the Digital Marketing Cocktail
    1. DAM in a Digital Marketing Framework
    2. Why These Models Are Important
  19. Index
  20. Acknowledgments
  21. About the Author