make rich media reach media

Media Asset Management versus Digital Asset Management. What are the differences? How do they play together? To what extent do these systems interact with content management? And what are the typical use cases when combining these systems?

The media asset lifecycle“Digital Asset Management” (DAM) refers to the protocol that supports the creation and production of assets, enabling functions such as file versioning, grouping, archiving, sharing and exporting. DAM finds its roots in the print industry and its primary purpose is improving collaboration and adding workflow to creation and production processes.

“Media Asset Management” (MAM) mainly focuses on optimizing, publishing, hosting and distributing rich media assets such as audio, video, images and other rich content to multiple channels.

DAM enables producing assetsDAM adds control to the processes of creating ideas to turning them into reality, while also providing control over production, file versioning and costs. DAM also supports team work between internal teams and external providers to co-work on the same assets without overruling each other.

MAM enables using assetsAfter assets are delivered, MAM enables publishing. It does so by optimizing and localizing assets and by powering the multi-channel distribution of these assets.

For distribution, the MAM ensures that you have the capacity you need to meet high-volume file sharing and streaming demand.

MAM also tracks how the digital assets are used and consumed in digital environments.

In this sense, MAM aligns with Content Management processes but also adds rich media management and publishing capabilities to existing systems, such as Web Content Management, Campaign Management and Digital-Out-Of-Home (DOOH) systems.

Your choice for DAM, MAM or DAM and MAM is highly dependent on whether you will produce assets from scratch or mainly use and adapt assets.

Make your rich media reach media

Create Produce Publish Distribute Consume Archive

DAM DAM DAM DAM

MAM MAM MAM MAM MAM

CMS CMS CMS

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2Copyright © 2012 SDL plc. All Rights Reserved. All company product or service names referenced herein are properties of their respective owners.


In-house creation versus outsourcingIn-house creation and/or production of rich media assets emphasize the need for a DAM solution.

If most of the assets will be created externally (e.g. by an agency) you may have little need for a DAM. In this case, a DAM may be overkill since it will only be used as a far too expensive file server.

DAM and CMS typically meet when (intranet) portals are developed to access raw files. When organizations realize they need a way to distribute raw materials internally, they often connect their creation system, the DAM, to their content distribution system, the CMS.

However, in most cases they actually need a MAM that will make these raw assets accessible for various screens and platforms and distribute them to a global audience in multiple digital channels and to many different devices. MAM supports the demand of a variety of file profiles and can supply you with the right bandwidth capacities to address your global audience.

Rich mediaCompared to traditional print assets, digital assets such as audio, images and video bring new challenges to the table – especially in the context of online distribution. Overall, you need to publish these rich media assets to various digital channels and devices.

To enable this broad delivery requirement, they need to co-exist in various technical file variations and contain different codecs for the specific devices or operating systems.

A further complication is hosting these variations. Hosting depends on the method of distribution that the consuming device supports (i.e. progressive download, download or streaming media) and the global spread required per variant. A MAM’s device-, OS- and geo-detection makes this publishing process smooth and easy for you.

Real Time Contextual Targeting and Relevancy

Campaigns

Globalization Management

Mails Web Content MultimediaStructured

Content

Analytics

Provide Personalized, Relevant, Native Language ExperienceGlobal Customer Experience Management

Platforms/GamesMobilePrintE-mailE-CommerceWebSocial

Real Time Contextual Targeting and Relevancy

Campaigns

Globalization Management

Mails Web Content MultimediaStructured

Content

Provide Personalized, Relevant, Native Language Experience

Analytics

Provide Personalized, Relevant, Native Language ExperienceSDL Global Information Management Platform

Customer Touchpoints

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SocialConversations

Copyright © 2012 SDL plc. All Rights Reserved. All company product or service names referenced herein are properties of their respective owners.

SDL enables global businesses to engage with their customers in the language, the media and at the moment they choose. We help businesses manage their brands, drive global revenues, accelerate speed to market and enrich their customers’ experience.

SDL’s enterprise-ready innovative technology and service solutions span the entire customer journey and include social listening and marketing analytics, campaign management, language management and services, video and written content creation, web content management, dynamic technical documentation publication and eCommerce.

SDL solutions drive global reach across multiple languages, cultures, channels and media. SDL has over 1,500 enterprise customers, 400 partners and a global infrastructure of 70 offices in 38 countries. For more information, visit www.sdl.com.

Customer experience managementConsumers and quickly growing business audiences expect you to support and communicate with them via a myriad of touch points: online, mobile, on social media and via outdoor messaging. Each of these channels and devices, however, has a specific role in the customer’s journey to satisfaction.

While outdoor messaging builds awareness and mobile devices enable transactions, your website and social media reviews enable you to gain customer confidence and trust in your offerings. Device-independent access to your information, message consistency and ease of use are key for success.

Where Content Management enables you to publish text, localize and orchestrate your messaging across channels, MAM enables you to enrich these multi-channel communications with optimized imaging and video. This not only makes your customer’s journey a rich media experience, but it also bridges gaps between different media channels and enables ‘second screen’ strategies — for example, by activating QR-codes and synchronizing the message across these screens.

Rich media publishing & multi-channel content managementContent Management is typically organized per channel. Systems for managing Web Content (WCM), Campaigns and Digital-out-of-Home (DOOH)-environments are siloed. In addition, many organizations do not systematically manage social media, viral campaigns and mobile messaging.

In these circumstances, MAM adds most value as the one and only central repository for all rich media assets. This provides central control and synchronized messaging through the various, sometimes disconnected, publishing processes and channels. A MAM not only provides you with controlled media message publishing and distribution but it also provides reliable reporting across and between the various channels, providing cross channel insights.

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From views to leads Using QR codes for conversion


make rich media reach media

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