Corporate DAM repositories

What constitutes a corporate repository of digital assets and final-form marketing content?

LARGE MULTIMEDIA DATABASES

Broadly defined, a corporate asset repository manages large collections of rich media, information, and other types of digital assets.

Access to this database enables a variety of knowledge workers to find, retrieve, edit or amend, or route files (or secured access to a file) to another knowledge worker or group.

The term rich connotes a complex file type that may contain multiple structures (color, complex layouts, typographic design), motion graphics (video, audio, or animation), and large quantities of data with many gigabytes.

A corporate asset repository augments the functions of data warehouses, document management systems, and Web content managers—characterized in the figure below as legacy data sources.

LIFECYCLE FOR DIGITAL ASSETS

The figure below also depicts a portion of the lifecycle through which most digital assets move: create, manage, distribute, and consume.

Corporate asset repositories provide a foundation for automating dozens of tasks and workflow of marketing operations

Corporate asset repositories provide a foundation for automating dozens of tasks and workflow of marketing operations.

The CREATE phase entails the design and production of media or the editing and reuse of preexisting media.

The MANAGE phase involves a generally small administrative team that collects, catalogs, and organizes reusable media or final-form, use-as-is content.

The DISTRIBUTE phase involves search and review by hundreds or thousands of different users with permission to access the corporate repository.

The CONSUME phase involves the download, decryption, local storage, and play, print, or insertion of final-form, use-as-is content (photos or images sized and formatted for a specific medium).

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