Vendors, consultants, and even different departments use different words for the same idea. DAM is no exception. The terms DAM system, DAM platform, and DAM program get used interchangeably, and the differences can be unclear. Getting them straight matters, because it changes how you scope the work.
DAM system
A DAM system is simply the collection of all your digital assets in a single place. That place can be dedicated DAM software, a cloud storage service like Dropbox or Box, a local server, or a set of hard drives. Identifying or creating a system, if you do not already have one, is the first step in any organization's journey toward a workflow that delivers assets to the right people quickly. It is the first step, not the last, especially when the asset lifecycle is complex and spans many channels.
DAM platform
Remember the rule from math class: every square is a rectangle, but not every rectangle is a square. The same applies here. Every DAM platform is a DAM system, but not every DAM system is a platform. A platform is a specific type of system for housing assets, with features that support not just storage but the dynamic management of assets as they are used to generate value. Moving assets off file storage or a local server onto a platform lets a brand put them to work more effectively while reducing the risk of misuse.
DAM program
To get the most from the content you create and organize, you need a program. The right program ensures people understand their roles, that processes are clear and in line with how the business operates, and that a platform is in place with features that fit the workflow. Thinking of DAM as a program, rather than a project or a platform, is the best guarantee of success.
Programs have a durability that platforms alone do not. They grow, change, and evolve even when the technology behind them does not. They do not depend on a single employee who could leave at any time. They scale up or down with budget, strategy, and growth, and they weather mergers and acquisitions when direction is lacking and planning time is scarce. For the full anatomy of one, see the five pillars of a healthy DAM program.
This article adapts a piece from the Stacks blog.
Key takeaways
- A system is where assets live; a platform is a system with management features; a program is people, process, and platform together.
- Every platform is a system, but not every system is a platform.
- Programs outlast tools, employees, and reorgs because they are built on roles and processes.
- Scope the work as a program, not a software purchase.