The case for change
After exploring what can be done and what benefits it brings, the remaining question is, how does all of this translate into a business case? Just as we explored how the Content Hub emerged from DAM, let’s begin by taking a closer look at the typical DAM business case. The DAM business case The DAM business case we encounter with most clients looks more or less like this: Our organization needs a repository to store and retrieve media files. Introducing a DAM will bring benefits of quality, cost, and speed to marketing operations processes that are consumers of these assets.
From a functional point of view, a typical DAM project will cover a relatively manageable scope of use cases: upload, store, and add metadata to files; review and validate; manage the lifecycle; search and preview; transform and distribute. That’s it.
Typical DAM project scope
Store files & metadata
Manage lifecycle
Upload & review
Distribute
Transform
Search
When we look at the value it brings, there is certainly a clear and undeniable ROI in a DAM project. But the scope is too narrow to catch all of the value. And what’s worse, it misses most of the strategic value we discussed above. What the DAM business case is missing Let’s summarize some of the elements we elaborated on earlier that touch on the additional aspirations or challenges we usually hear in the margin of typical DAM projects:
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