Executive Summary (This is a document excerpt)

Increasing interactive channel needs currently force many information and knowledge management (I&KM) professionals in marketing and IT to take a fresh look at digital asset management (DAM), historically a low priority in most organization's enterprise content management (ECM) strategies. Improving multichannel customer experiences and streamlining rich media production processes fuels marketing's interest in DAM. Operational teams want to be able to go to one place for important digital collateral, and IT organizations look to DAM to provide efficient access to large digital asset files in distributed environments. I&KM pros find DAM vendor selection confusing, as the major vendors have traditionally catered to high-end niche customers like media companies, and smaller and/or newer entrants to the market focus on fulfilling DAM needs for online channels.

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