DAM for Digital Agencies: A Treasured Asset

Digital agencies are in a sea-change time where they have to consistently fervor creative spark between them and their clients. From executing time-sensitive campaigns, adapting to technology faster, staying resourceful and agile to meeting clients’ rising expectations, they have to set the clock ahead of the time. 

Amongst all, one key challenge is digital asset management. The systematic creation and administration of rich media assets and collaterals such as images, text, videos, multimedia content, web content and more have more significance than ever before. And, with the blend of right digital asset, processes and technology, they can deliver breakthrough results promptly for their clients and end-customers.

Digital Agencies' Challenges

  • Asset Management: Organizing and managing clients’ diverse digital and rich media assets easily and securely
  • Asset Automation: Automatically streamlining asset search, repurpose and utilization for faster campaign execution
  • Better Collaboration: Coordination, and transparency while dealing with thousands of digital assets, and multiple creators and collaborators
  • Brand Consistency: Handling compliance, copyright issues, and versioning of individual digital assets
  • Personalized Experience: Improving workflow and getting deeper insights to craft personalized and engaging customer experience across multiple channels
  • Profitability: Saving time, improving operational efficiency, and reducing cost with shrinking profit margin

A DAM system is beneficial because it prevents creatives from straying away from basic common sense when confronted with too much digital assets and data. It also plays a crucial role in increasing digital asset value, improving operational efficiency & transparency, and boosting overall performance and ROI.

According to Gartner, managing marketing assets and scaling content operations are top priorities for marketing leaders.

The Growing Role of DAM: In the Present and the Future

How Does DAM Streamline Asset Management and Improve Efficiency?


Digital agencies deal with various clients in coordination with brand marketers, publishers, freelancers, third-party agencies and more. They have to work around and keep track of a plethora of rich media assets under tight deadlines. But to consistently chart a creative path for clients, centralized creative collaboration and communication can make a difference.

  • Improve collaboration and access to critical assets
  • Robust metadata management with enriched information
  • Maintain brand consistency and brand integrity
  • Bring new marketing campaigns to market at a faster pace
  • Ensure better control over the brand with streamlined workflows and the creative process
  • Simplify collaboration and share and distribute assets across multiple stakeholders for faster approval
  • Ensure user rights, security, and protection
  • Easily integrate with CMS, PIM, and other systems

How Does DAM Help Deliver Consistent Experience?


Marketing technology is progressively complicated and entangled. In today’s omni-channel world where the explosion of channels continues to expand, and companies must respond to such diversity with automated delivery strategies targeted at serving customers, partners, distributors and more. For digital agencies, it is critical to track users across devices and channels and provide them personalized experiences wherever they are with the right asset delivery.

  • Advanced search capabilities to facilitate discovery of assets across departments
  • Asset lifecycle, permission and rights management of digital assets for brand compliance and legal compliance
  • Optimize workflows and save valuable file management time
  • Avoid misuse of assets, eliminate duplication, and encourage re-use to ensure proper usage of assets
  • Eliminate workflow redundancies, and accelerate creativity and production cycles
  • Simplify complex technology requirement means all kinds of assets can be managed easily without expensive technology usages

How Does DAM Boost Creativity and Innovation?


AI and machine learning are speedily making inroads in marketing to permeate more innovation and inspiration. For example, Artificial Intelligence (AI) and Machine Learning (ML) are enabling organizations in programmatic media buying, providing personalized, contextual experiences, and offering recommendations and guidance to unleash new means of interaction.

  • Address the growing volume of digital assets by automating asset management and tagging
  • Make content more dynamic with machine learning, AI, predictive analytics and content automation
  • Virtual reality and 360° preview capability for a better experience
  • Facial recognition technology for accuracy and efficiency
  • Quickly streamline different categories of images such as people, places, objects, and more
  • Make digital asset searches more prominent based on location and sentiment
  • Content localization and timed content publishing

How Does DAM Help Reduce Cost?


A digital asset management platform can help digital agencies in reducing overall cost. In digital agencies, designers use design software like Adobe photoshop, whereas developers use XML, APIS or JSON. But a DAM system takes care of the complex technology required without its system. This means you can work with all kinds of assets without expensive specialist software, training or having to pay for licenses.

  • Save cost on using multiple technologies and applications
  • Save cost on higher different resources for different specialization
  • Easy to extend and scale without incurring a huge cost
  • Provide insights into the volume and type of usage of existing media
  • Improve marketing intelligence and measurement of return on marketing investments

Digital Agencies are preferring Open Source DAM


Open source has made inroads in almost every segment and industry. It is the driving force in improving efficiency, interoperability, and innovation. Gartner’s Hype Cycle for Open-Source Software, 2018 reveals that 95% of mainstream IT organizations leverage nontrivial open-source software assets within their mission-critical IT portfolios, whether they know it or not. Among digital agencies, the open software movement has also found a considerable preference. Openness and collaboration are enabling them to find innovative ways and fresh ideas in fast-changing new market realities.

And, the way digital assets are growing abundantly with every passing day, their management and usage in coordination with multiple partners and clients is an obvious concern for digital agencies. Along with that, they also have to keep a tab on next generation of digital assets and associated profit-margin ratio. This is where digital agencies can benefit from open source digital asset management (DAM) as it offers not only innovative features and functionalities but also a low-cost alternative.

Comparison: Open Source vs Proprietary DAM




Proprietary DAM

 Open Source DAM


Proprietary software is not available to modify, you are bound by the vision of that vendor as to how the software and its features should work, and limited in the ways you may use it.

Greater flexibility to solve business problems. It gives 100% control and customization of the DAM system with fewer integration headaches.


Commercial software such as Microsoft or others requires the purchase of several additional software licenses:  Windows Operating System, Web server, Database, Programming Language, and additional frameworks.

The LAMP stack is based on open source technologies without licensing costs:  Linux operating system, Apache Web server, MySQL database, and PHP programming language.


Cloud, On-premise, and Hybrid.

Cloud, On-premise, and Hybrid.


Proprietary vendors themselves utilize, praise and integrate open source software

Additions and customizations are quite easy to perform. You can easily extend and scale without incurring a huge cost as you need it.


Restricted to only in-house engineers and developers

Encourages users to bring their own ideas and experiences to the product and new advancements, as a result improvement often occur at a much faster pace.


Only in-house engineers and developers take care of it.

Receive millions of helping hands to fix security issues.

Maintenance and Support

Higher paid support subscriptions.

Lower paid support subscriptions.


Cannot be used without paying a license fee, and there’s vendor lock-in, representing a higher cost method of using feature-rich software.

Can be used without paying a license fee, and there’s no vendor lock-in, representing a low-cost method of using feature-rich software.

Additional DAM Resources



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