Digital Asset Management (DAM) solutions have become integral to modern-day marketing operations.

With marketing teams now responsible for more digital assets than ever across an ever-growing number of channels and platforms, ensuring end-to-end brand consistency, campaign efficiency and company-wide collaboration demands the organization and structure of a strong DAM system.

A capable DAM solution enables you to:

• Bring all digital assets into a single, comprehensive library, rather than scattered on desktops, servers, emails, Dropbox and beyond
• Prevent unnecessary file duplications, versions deviations and GDPR breaches, saving your team’s time, locking down consistency and guaranteeing compliance
• Establish different access rights across your team, ensuring that people only see the digital assets relevant to them
• Improve overall efficiency, with everyone knowing where to store and search for files
• Share assets across your marketing ecosystem in a controlled, managed environment

The need for DAM software is clear. But, which is right for your company? As DAM technology has become increasingly important, the choice of solutions has naturally exploded, presenting many possibilities for potential buyers.

While choice can be good, it makes selecting the best DAM software for your organization a real challenge. Not all DAM solutions are created equal, so it’s important you know what to look out for before seeking a system or upgrading your platform.

That’s where this essential guide comes in. Here we’ll outline what features and qualities you should prioritize in your DAM selection process to help guarantee a decision that benefits your creatives, marketers and beyond for a long, long time.

6 essential features to focus on when choosing Digital Asset Management software

Understanding the features that separate the best Digital Asset Management tools from the rest is key to meeting the needs of your stakeholders. Below we’ve highlighted some of the most crucial to seek out – some obvious, others less so:

1. Compliance and privacy features

Did you know that in the first quarter of 2024 alone, 20% of marketing assets reviewed were flagged for potential regulatory compliance violations?

Managing consent and compliance to use assets in your content and campaigns is a vital, yet often overlooked, aspect of Digital Asset Management. Approached manually, it’s time-consuming, resource-intensive and prone to human error. The right DAM system ensures the GDPR compliance of your assets is never questioned.

Prioritizing a DAM solution with an in-built consent management tool confirms that:

• Consent for digital assets is captured from QR codes, physical forms or emails
• Assets awaiting consent are flagged as “pending approval”, preventing them from being used until they get the green light
• Assets that lose consent or compliance are automatically revoked from the asset library, removing any risk of these featuring in future content
• Users can exercise their “right to be forgotten” after receiving self-service links to any assets they feature within

By selecting DAM software with dedicated compliance and privacy features, you gain peace of mind that no requests for asset removal will slip through the net, eliminating the risk of costly fines or damage to your brand’s reputation.

2. A great user interface and usability features

Put simply, a DAM system is only useful if people use it. If the software is too complicated or confusing, users will abandon it, leaving you with nothing but a vacuum of wasted time, resources and potential.

To ensure the effort and investment you put into ensuring your assets are organized, shareable and compliant, it’s critical you purchase a truly intuitive DAM – one that seamlessly fits into the workflows of your marketing managers, content creators and frontline employees.

• Drag-and-drop uploads for easy file storage
• AI-assisted tagging for quick, efficient searches
• Version control to ensure access to the latest assets
• Access control to prevent misuse of assets
• Automated workflows to streamline approvals and distribution

Not overly complex for non-technical users. Not too basic for enterprises seeking total brand governance. That is the perfect balance for a DAM system.

Another key consideration for usability is choosing a DAM with a built-in brand portal. This “front-end” DAM can give your users immediate access to brand guidelines, campaign information and beyond, confirming that everyone understands how and why to use the assets they have access to.

In other words, a brand portal offers a “single source of truth” that informs your users, making it simple for them to manage assets and maintain consistency at every touchpoint.

3. Metadata and categorization

Above all else, a DAM system must make it easy for users to find assets they need when they need them. Therefore, the ability to define metadata tags for each asset – from color scheme and included products to asset type, dimensions and location – is essential for users to search for relevant assets.

The right DAM system must accommodate the unique taxonomy of your organization, establishing a common language that allows people to find the right assets.

Furthermore, selecting DAM software with a multi-level category system means you can create a logical hierarchy for everyone in the company – not just a single department or person.

4. Access and version control

DAM solutions with access control and user permissions ensure that only valid users can access relevant materials. It prevents users from mistakenly using assets intended for certain regions or campaigns, supporting your internal and external (agency) users.

Similarly, version control and file expiration management confirm that users only see the most up-to-date version of an asset, so outdated content never makes it to your channels.

5. AI-driven search and capabilities

You don’t want to manually fill in all the metadata and tags attached to your digital files, especially as you create more content to satisfy your audiences. That’s why you should pursue DAM solutions that harness AI technology.

For example, faceted search using generative AI can help users find assets faster by understanding context, recognizing objects and interpreting intent. AI-centred DAM solutions can also analyze digital assets to generate suitable metadata and tags based on your taxonomy guidelines.

As AI technology grows more sophisticated and its influence grows in the DAM space, you want to attach yourself to a vendor at the forefront of these innovations.

6. On-brand content creation and adaptation

Finally, when there is a growing need for local teams and frontline workers to produce content for their specific audiences, choosing a DAM system with on-brand content creation tools enables you to fulfill that obligation.

Rather than simply being a home for your digital assets – putting pressure on your in-house creatives or agency partners to fill that repository – on-brand content creation empowers users to develop branded, quality assets themselves, regardless of their design skills.

Plus, this functionality enables users to download assets from your DAM library and localize/personalize content for their target markets – increasing the accessibility and return on investment (ROI) of your campaigns. 

Other notable features to look out for in any prospective DAM system include:

• File previews
• Automatic file transcoding
• Predefined file formats and uploads
• Cloud storage
• Smart cropping tool

Looking beyond features to find the best DAM systems

Focusing on the key features listed above will be pivotal in your pursuit of top DAM solutions. However, selecting the ideal DAM system for your organization extends beyond the features they do or do not include.

Many providers deliver the same technology and features. What often separates the best from the rest is the DAM software’s characteristics and the vendor’s reputation.

With this in mind, and your aim to acquire a solution that will benefit your whole company and deliver a healthy ROI, make sure you consider the following:

• Scalability: Will the DAM system you select comfortably grow and evolve at the same pace as your company? Does it harness cloud storage to make this attainable yet cost-efficient?
• Integration: Can the DAM solution agreeably integrate with your existing MarTech, or enable you to reduce your dependency on multiple systems? Will it complement your current ecosystem?
• User-friendliness: A DAM system is only valuable if people use it – is the software you’ve identified simple to operate, intuitive and accessible to all users? Is it something you can imagine your teams turning to every day?
• Reliability: You can’t risk your files suddenly becoming unavailable – can you ensure that your DAM system will perform 24/7 for your global teams? What is the platform’s average uptime and responsiveness?
• Security: Does your chosen DAM software incorporate best-in-class security features and protections? Does it include SSO encryption, disaster recovery plans and dedicated managed services?
• Brand governance: Does the DAM solution ensure that every piece of content is 100% compliant? Does it help you fulfill regulations, stay up-to-date with consent rights, and enable seamless sign-off across your assets?
• Future-proofing: Is the DAM vendor behind your selected system consistently looking to improve and innovate its solution? Do they have a development roadmap that signals the evolution of their product?

mentioned in the WP, an assurance that every piece of content is 100% compliant – for specific regulatiory needs (not well phrased), has up-to-date consent for anyone featured in a digital assets, and signed off as good to use as on-brand content.

These qualities and intangibles, combined with a strong track record and reputation for a prospective DAM vendor, must be appreciated alongside a DAM system’s core features to ensure you receive the most rounded, comprehensive solution.

Want to choose the best DAM software? Read our complete buyer’s guide

We hope this article has given you plenty of insight into selecting the most suitable DAM system for your requirements. With the abundance of choice in this market and the central role this technology can play in your ongoing marketing operations, you should know what features and qualities to prioritize in your search.

However, this article merely scratches the surface. If you want to know more about how to choose the right DAM software for your needs, and the process of locating and deploying this technology, get hold of our free, comprehensive DAM Buyer’s Guide:

• Discover all the essential features you should look for in an optimal DAM system
• Know the crucial qualities of a sustainable, future-proof DAM solution
• Understand the key attributes to seek out in a reputable, quality DAM vendor, from managed services to innovation roadmaps
• Explore the critical steps to identify, purchase and install your ideal DAM software, from creating an RFP document to the all-important deployment phase

Whether you’re investing in a DAM system for the first time or seeking to upgrade your existing solution, our complete DAM Buyer’s Guide will help put you on the direct path to the right system for your exact requirements.

Another incredible DAM LA event is in the books! Over two dynamic days, we explored cutting-edge innovations, engaged in thought-provoking discussions, and gained valuable insights into the evolving world of Digital Asset Management (DAM). From AI-powered efficiencies to the growing demand for brand consistency, here’s what stood out at DAM LA 2025.

How AI is transforming digital asset management

Artificial intelligence was a dominant theme at this year’s event, underscoring its growing role in optimizing DAM. From AI metadata tagging in DAM solutions to intelligent asset organization, AI makes it easier for marketing teams to manage, find, and personalize content at scale.

Industry leaders shared how AI-driven workflows streamline DAM operations—reducing manual effort, enhancing accessibility, and ensuring greater efficiency. The takeaway? AI isn’t just a trend—it’s a fundamental shift in DAM strategy, driving scalable digital asset management for enterprises.

The challenge of brand consistency

Ensuring brand consistency across global teams remains a top priority—and a significant challenge. As marketing operations scale, content can become fragmented, leading to inefficiencies, off-brand messaging, and version control issues. Many attendees shared frustrations about the struggle to maintain alignment across channels and regions.

At Papirfly, we showcased how a DAM system for brand consistency empowers teams to create, manage, and distribute content seamlessly—keeping every asset on-brand every time. With centralized asset management, marketing teams can ensure all content aligns with their brand identity.

Breaking silos with DAM solutions

Siloed teams and disconnected workflows are still significant hurdles for many organizations. A lack of visibility in marketing, creative, or product teams slows down production and leads to inconsistent branding. Many attendees were eager to explore solutions that enhance collaboration, streamline approvals, and improve version control.

Elisabeth Knulst, Managing Consultant at EMM Consultancy, highlighted the growing need for DAM and Product Information Management (PIM) systems to work together. Her session, Powering the World of Content – Implementing Agile DAM to Adapt to Constantly Changing Content Needs, explored how integrating these two systems helps brands managing real consumer products streamline product data updates and content distribution. With the right DAM workflows, brands can ensure a seamless content ecosystem that keeps assets accurate, accessible, and aligned with marketing needs.

At our booth, we demonstrated how Papirfly’s modular DAM suite enables cross-functional teams to work more efficiently—ensuring brand governance without bottlenecks. Our DAM workflows for global teams provide structure, allowing marketing teams to operate with agility while maintaining brand integrity.

Why DAM is critical to marketing success

If one message resonated throughout DAM LA 2025, it was this—DAM is no longer a background tool. It is central to marketing technology stacks, ensuring content operations’ efficiency, consistency, and compliance.

As brands navigate rapid digital transformation, an enterprise DAM solution is critical for maintaining seamless content workflows at scale. Whether it’s organizing marketing assets at scale or streamlining marketing operations with DAM, the right system helps brands stay competitive and agile.

See you in New York!

We’d love to continue the conversation if you missed us in LA. And if you’re heading to DAM New York this fall, visit our booth and see us on stage at the 2025 Great DAM Bake-Off! Expect more hands-on demos, insightful discussions, and industry-leading innovations.

Thank you to everyone who stopped by our booth and shared insights. We’re excited to keep pushing the boundaries of DAM and helping brands take their content strategies to the next level.

No matter how many features and how big a capacity a DAM system has, the only really relevant question is: How good is it at making effective use of the assets?

Procuring a DAM system usually begins with drawing up a list of requirements. Sometimes this is laid out in the form of a number of use cases about what is expected in different situations. A “Request for information” is then sent out to a number of possible suppliers for an initial selection.

The obvious goal of a central DAM solution is that it should constitute a “single source of truth”. But that requirement is only a declaration of intent that can be solved with technical functionality. It says nothing about ease of use, complexity in the configuration of the technology, etc.

From my own experience with over 20 years as a consultant and supplier of DAM solutions, the majority of the requested information has focused on functions and technology that are mainly aimed at the work to be performed by those, often rather few, who shall manage and maintain the system, the DAM editors or librarians. This is work done in what most call ”our DAM”. I say that this is just one part of the DAM, the backend.

Pretty much all leading systems today have a good “backend” in the form of an interface for uploading and maintaining assets. The variations between different systems are mostly about details and some special functionality. 

But a DAM’s most important function is to make the content available to anyone who shall see and consume the material.

A DAM project should therefore have the overall goal of finding the system that is easiest to use and most efficient in supporting the needs of mainly the end users.

The DAM editors must of course have a strong tool for their work, but regardless of which solution is chosen, they will learn their new tool. For the backend you naturally must ensure that all important basic requirements are met in order to manage assets throughout their entire life cycle.

But for the end users, the requirements are completely different. Most are infrequent users. They have different wishes at different times. They want to get hold of the right material from different units and in different contexts.

Therefore, it must be possible to make the navigation simple, obvious and inviting. A goal for the DAM project can e.g. be defined as the possibility to… 

“Serving assets on a silver platter”

By that I mean that it should be super clear and obvious to find the relevant assets. And it should be possible to communicate and present how the assets can and should be used for best results.  Also there shall be ways to present assets in different views, with logical filtered groupings, very visual and clear navigation, tailor made to suit each organization’s needs.

A similar requirement could be to find a system that enables a relevant selection of assets to never be further than two or three clicks away. 

“Assets always within reach, 2-3 clicks away”

I’ve seen great examples made by clients where instead of having the user do searches and try to find the right stuff, the DAM editors have presented all materials belonging to e.g. a specific campaign, on one long page. 

To communicate the campaign, a link is sent, one click and the end user has all needed information and ready to use assets on the screen.

And it should be just a few clicks away for the editors to achieve this, without needing to hard code anything. 

DAM center portal

A very difficult question to handle is where to find what you need. All companies have lots of different system solutions. A new DAM system is another one to keep track of and could be lost in the wind.

Therefore, the DAM project should aim to establish a place for all the DAM assets of the business, that is easy to remember. The most important way to achieve this is by making the portal really useful and inspiring to navigate. But also, just by naming the portal smartly, could have a huge impact on remembering where to go. 

All leading DAM systems have some form of end user portal aimed at regular users. For this you have to set high demands and test:

• What are the possibilities to create a solution exactly the way you want it?
•  Is it easy to modify and maintain?
•  Is it consultant-intensive?
•  Can it facilitate communication around assets?
•  Can it facilitate searching, sharing and downloading?
•  Can you add on functionality afterwards?

DAM access from applications

If you are to fulfill “Assets always within reach, 2-3 clicks away”, you also need to give end users direct access from the applications they use.

Connect the DAM to Powerpoint, Word, Google Docs, etc. This is where the absolute largest number of users will get a better everyday life by having direct DAM access. Just by installing a connector.

For a smaller group, the Adobe connection is important. Make sure it supports Indesign image links. Explore the possibility of creating a creative process with agencies.

Other users who also benefit from simple DAM access are web creators who work with Figma and web editors should have direct DAM access from the CMS.

DAM access via API

For PIM systems and web shops, a connection to DAM is a big advantage. Investigate if it can be solved with connector or direct DAM linking via API.

Conclusion

By focusing on the delivery of assets to end users in the most comfortable way possible, you will ensure that a new DAM solution will not be just another system but an essential tool for, especially, all in marketing and sales. But it will reach further into other parts of the organization as well. 

In almost all parts of an organization there are assets waiting for a better home.

So to get the most out of the huge investment and effort put into creating brand and marketing assets, they really should be… served on a silver platter.

Learn more at DAM NY

At Papirfly, we are dedicated to revolutionizing digital asset management with innovative solutions that streamline content creation and management. We’re thrilled to be participating in the DAM NY event, where we’ll dive into the latest trends and advancements in the DAM landscape.

Visit our booth to discover how Papirfly’s solutions can enhance your asset management and support your content creation needs. We look forward to engaging with you at the event and exploring the future of DAM together.

For more information about how Papirfly is driving the evolution of digital asset management, click here.

If you’re drowning in digital assets – if you’re losing productivity as well as files – you need a Digital Asset Management platform. 

This in-depth guide to DAM is for savvy brands that want to get their products, services, and marketing messages out there – fast, at scale, and on brand. 

Take a deep dive into DAM to 

• Understand what DAM actually does  
• Decide if investing in DAM is right for you 
• Discover how DAM creates bankable business benefits
• Confidently make the business case in your organisation 

If you’re looking at competitors and wondering how they do it all, they’ve probably got a DAM system. Let’s see if you need one too…

Introduction to Digital Asset Management

What is Digital Asset Management?

Digital Asset Management is simply the practice of properly managing your digital assets. If you’re not familiar with Digital Asset Management, you’ll certainly be familiar with the problems it solves – like chaotic content creation, lost digital assets, manual workflows, and imperfect processes.  

What are digital assets?

Perhaps a better question than What is Digital Asset Management is What are digital assets? 

‘Digital assets’ is a way to describe digital files. But not just any file. A digital asset is a file you’ve invested money in creating and can use to create value for your business. 

Files like images, video, audio, and artwork are digital assets. Anything you can use and combine to deliver strategic goals for your business. For example, by creating marketing collateral, employer branding materials, or ecommerce listings. 

Why is Digital Asset Management important?

Digital Asset Management is important because these intellectual properties cost – and make – you money. You need to manage them like you would any other business asset – to protect your investment, get ROI, and reduce any risk associated with them. 

It’s also essential for efficiency in our digital world – where content is exploding, digital platforms are brand battlegrounds, and digital transformation can make or break a business. 

More on this at the end of the section.

What is Digital Asset Management software?

Digital Asset Management software – also known as a DAM system or DAMS – is a platform specifically designed for managing your digital assets. Organisations typically use it to replace unfit-for-purpose filing systems – like Google Drive, Dropbox, or departmental folders – that simply can’t cope with digital assets at scale. 

A DAM platform provides a single, central space to store, secure, search, and access valuable digital files. The key elements of DAM that make it an improvement on the likes of Google Drive are:

• Centralisation to make assets available for use throughout the organisation
• Metadata and taxonomy to make assets infinitely more discoverable 
• Robust permissions to ensure people only access what they’re supposed to
• Automated workflows to accelerate processes and workflows

DAM is more than just a digital asset library. Effective Digital Asset Management cuts your costs, improves efficiency and productivity, and gives you a significant advantage over your non-DAM-using competitors.

DAM is more than just a digital asset library. Effective Digital Asset Management cuts your costs, improves efficiency and productivity, and gives you a significant advantage over your non-DAM-using competitors.

Four types of Digital Asset Management software

You might hear people mention different types of DAM software – like cloud DAM, on-premise, enterprise, and headless. Here’s a quick introduction to the differences. 

On-premise DAM

On-premise DAM – sometimes shortened to on-prem DAM – is Digital Asset Management software that you manage in-house. It’s installed on your internal infrastructure and you’re responsible for upgrades, maintenance, and troubleshooting.    

Cloud-based DAM

Cloud-based DAM – sometimes just called cloud DAM – is a DAM system you subscribe to. It is hosted, managed, and used in the cloud. The software vendor is responsible for all upgrades and maintenance. We’ll compare on-premise vs cloud DAM below. 

Enterprise DAM system

Enterprise Digital Asset Management is just DAM at a larger scale. Some DAMs market themselves specifically at the enterprise market because they have features that make it suitable for large-scale deployment. For example, more storage, unlimited licenses, or global/local support options. However, the underlying functionality is the same.

Headless DAM 

Headless DAM is a Digital Asset Management platform that is designed to work in the background. It doesn’t have a front-end for people to search and access digital assets. It exists to power processes behind the scenes, like linking to a PIM system and automatically sending images to an ecommerce website.  

Why is DAM so important in 2025?

The business case for Digital Asset Management grows every year. The main imperative is using digital advances to streamline and automate processes, saving businesses like yours time and money. 

But societal trends are increasing the pressure even more – from the avalanche of digital assets to remote working, and online competition to cybersecurity. 

If you’ve been toying with the idea of DAM, 2025 is the time to act. Here’s why.

The avalanche of digital content

The growth in online platforms means ambitious businesses are producing more content than ever – for your website, social channels, intranet, third-party sites, email marketing – not to mention traditional print media too. 

To keep up, businesses are producing an unprecedented volume and variety of content – images, videos, audio, webinars, product tours, slide decks, POS materials, brochures etc. 

Without an appropriate way to store, manage, and access this content, businesses risk being swamped by it – undermining their efficiency, productivity, and brand. DAM is the way you’re looking for.

The shift to remote work and collaboration

Businesses are benefitting from several remote work trends in 2025. As well as flexible working, organisations are increasing capacity, lowering costs, and delivering 24/7 operations by using freelancers and offshore support. 

A cloud-based DAM system enables seamless remote collaboration by providing secure access to digital assets – from anywhere in the world with an internet connection – significantly enhancing productivity in the era of distributed workforces. 

The value of brand in a distracted society

The online landscape is growing evermore competitive, as digital tech makes it easier for challenger brands to set up shop online. And we are an easily distracted society, looking at more content, across more devices, in ever more complex contexts. 

Our attention spans and patience online are low and research says brands have only 8 seconds to grab it. In this context, an instantly recognisable brand is one of your most valuable assets. And yet many organisations struggle due to difficulties communicating and distributing the brand internally.

A DAM system fixes that by providing easy access to approved brand assets, style guides, and marketing collateral. So you can deliver a cohesive and recognisable brand experience across every channel.

Rising concerns about data security

With the growing frequency and sophistication of cyber threats, data security has become a top priority for organisations. DAM software addresses these concerns by offering robust security features, access controls, and encryption to protect digital assets from unauthorised access, ensure compliance with data protection regulations, and prevent intellectual property theft.

Features and benefits of Digital Asset Management software

1. Centralisation and organisation 

All too often, your creative teams spend more time searching for files than actually using them. They’re hidden on people’s desktops, attached to emails, in third-party FTP sites, or hidden behind meaningless file names like ‘Image_38.jpg’. This wastes so much time that it’s almost impossible for your team to be agile and efficient. A digital asset library solves all that.

Centralised repository

A DAM system is a centralised repository for your digital assets. So instead of your digital assets being stored in random folders across your organisation, they’re all in one place. 

And – in the case of cloud-based DAM – that place is accessible 24/7 from anywhere with an internet connection. 

That means authorised users have almost-instant access, so they can spend less time searching for assets and more time making magic with them.

Version control and audit trail 

Another feature of DAM is automatic version control, so your team always knows they’re accessing the most up-to-date version of a file. Version control also keeps an audit trail of any amends made to a file, so you can see what’s changed and when.

This is vital for any digital assets that require accuracy – like technical documentation or brand guidelines. 

2. Search and discoverability

How does a DAM system make digital assets so discoverable? Through a double whammy of taxonomy and metadata. This gives people lots of different ways to search, browse, filter and find the file they need, fast. So no matter how big your digital asset library grows, it’s always quick and easy to use.

Metadata 

Metadata is information added to a file to make it more findable. For example, in a footwear photoshoot, a single image may be tagged with the shoe make and model, material, style, colour, and which season it belongs to. 

This gives people numerous routes to find the image they need compared to knowing what the file is called or where it is saved. 

Metadata also provides valuable contextual information about assets – like usage rights or embargo information – to ensure they’re used correctly. 

Taxonomy 

Taxonomy is the use of systematic terms and categories to create a sensible folder structure. This means people can also navigate logically to images if they want to. 

For example: Brand name > Footwear > Fall 2025 collection. But – to be honest – the search functionality in DAM is so good that most people will use that.

Visual search results

Search results in DAM systems are usually displayed as visual thumbnails that let you quickly see file content – even text-based documents – so you can confidently choose the one you want. No more clicking into anonymous thumbnails hoping to get lucky.

3. Security and sharing

A DAM system secures your assets and protects them from unauthorised access. It also reduces risk and frustration associated with sharing assets via email or external transfer processes (expired WeTransfer link anyone?)

Permission controls

Permission controls ensure that only authorised users have access to specific assets – and they can only do what you want them to – like view, download, or edit assets. This enhances digital asset security and stops awkward faux pas like using embargoed assets before their release date. 

Encryption

DAM uses encryption to protect data and assets. This adds an additional layer of security, making it more challenging for unauthorised parties to access or manipulate the content of digital assets.

Secure file sharing

A DAM reduces the risk associated with transferring sensitive assets via email and third-party sites. Users can simply access the assets they need from within the system – whether that’s through their own account, link sharing with external contractors, or a public-facing portal. 

Branded portals

You can create branded portals in a DAM to share curated asset collections with particular audiences. For example, an organisation-wide portal to share brand guidelines and logos. Or a sales enablement portal to share marketing materials with different branches.  

4. Collaboration and automation 

Don’t let anyone tell you DAM is just about centralising storage. Modern DAM is so much more than the media library it started out as. Today it is a hub of collaboration and automation, designed to accelerate and streamline any process that uses digital assets. 

Cloud collaboration

Cloud-based DAM provides an online space for collaborating on content creation processes. For example, a photographer can upload a photoshoot, your marketing can approve or reject them, route them to an offshore touch-up studio overnight, ready to serve up to your graphic design team the next morning – all without leaving your DAM.

Task automation 

DAM can automate manual tasks for faster delivery. There are so many time-saving DAM hacks you’ll wonder how you lived without it.

Anything from using AI to recognise asset content and tag them on upload, to automatically creating on-the-fly renditions of assets for use on different platforms – for example, converting a high-res CMYK tiff to a 72dpi RGB jpeg for use online. 

Workflow automation 

DAM lets you fully automate tasks to accelerate time to market. For example, receiving, quality checking, and publishing millions of product images to an e-commerce website with no human intervention. 

AI tools

Many DAM systems offer machine learning and AI to speed up processes – from tagging assets with metadata to predicting the best search results to serve up. See the Future Trends section for more on AI in DAM.

5. Integrations

Virtually any system that needs access to digital assets can integrate with your DAM – and your DAM can feed images, video, documents, and data directly to that system. Here are some common DAM integrations and how they work.

DAM + CMS 

Most CMS have a media library where you can store images. But finding those images again isn’t always easy. Integrating DAM with your CMS gives web editors powerful search and retrieval tools – so they can quickly find the perfect assets to bring your website to life. 

DAM + design software

A DAM integrates with graphic design tools so designers can search and find the perfect visual assets without having to leave the window they’re working in. This keeps them in the zone and their creative juices flowing – while allowing for seamless editing, version control, and collaboration. [Think that’s not important? Check out the cost of context switching on productivity.]

DAM + PIM 

PIM is a Product Information System – software used in manufacturing, retail, and ecommerce. Integrating DAM and PIM lets you automatically pull images from your DAM into catalogues and websites, so you can get your marketing out there – and start making sales – faster. 

DAM + CRM 

Integrating a DAM with your CRM system accelerates the process of creating on-brand communication with customers. Sales and marketing teams can pull assets into messages – automatically cropped and formatted for optimum display.

Benefits of Digital Asset Management software explained

DAM feature	DAM benefit
Centralisation	– Central accessible digital asset library – Single source of truth creates clarity/reduces confusion – Everyone can quickly find and use the files they need  – Increased visibility into assets reduces duplication – Productivity and creativity go up
Metadata	– Digital assets are easier to browse, search, and find – Contextual information ensures confident, compliant use of assets
Version control	– Everyone is working with the latest versions of assets – Keeps an audit trail of changes and approvals – Prevents version conflicts and confusion
Access permissions	– Ensures that only authorised users have access to specific assets – Safeguards sensitive information and intellectual property – Ensures compliance with data protection regulations – Prevents unauthorised use and reduces legal risk
Collaboration tools	– Supports communication and remote collaboration  – Streamlines project execution and reduces time to market – Facilitates use of contractors, gig workers, and offshore providers
Portals	– Provide access to approved brand assets for all creators and end users – Supports better brand consistency   – Mitigates brand risk
Workflow automation	– Streamlines workflows through automation  – Accelerates project completion – Reduces manual interventions and human error – Improves human resource utilisation
Integrations	– Reduces duplication through syncing and sharing data – Facilitates cross-departmental workflows – Accelerates processes and improves efficiency
Analytics	– Insights into asset usage help optimise future commissioning and creation strategies

What can DAM do for you?

From streamlining marketing processes to get your message out there faster, to creating global brand consistency that grabs attention and keeps it, DAM delivers. Discover what Digital Asset Management can do for your business.

Use cases for DAM systems

DAM for marketing 

Marketers use DAM to centralise and organise digital assets, ensuring everyone involved in campaigns can collaborate efficiently. DAM gives creatives access to up-to-date assets and artwork, accelerates creation workflows, and allows for rapid distribution to end users. 

DAM for agencies

Creative agencies create and use a high volume of digital assets for customers. They use DAM to streamline and accelerate production processes, and protect and manage assets for different customers. Agencies can even offer DAM services to customers as an additional revenue stream. 

DAM for publishers

Content creators and publishers build their business on distributing written, visual, and multimedia content. They need a DAM to store and access this content quickly during the creation processes, manage production and approval processes, and power automated publishing workflows. 

DAM for ecommerce and retail

Retail employs DAM to organise and distribute product images, marketing visuals, and multimedia content. This streamlines product launches, enhances customer experience, and supports effective merchandising strategies in a highly visual and competitive landscape. 

DAM for employer brands

Businesses work hard to attract, recruit and retain top talent. Employer branding teams create campaigns that position organisations as an employer of choice. Using a DAM helps streamline this process and create a consistent employer brand across every platform. 

DAM for corporate brands

A strong brand delivers a competitive advantage. Corporate brands use DAM to centralise and distribute brand assets. This improves brand consistency by sharing brand guidelines and assets with everyone involved in promoting the business. 

When should we invest in Digital Asset Management technology?

Most businesses reach a critical point where the business case for DAM becomes undeniable. Here are five operational challenges that DAM can solve. Do any sound familiar? If so, you probably need to invest in DAM.

1. Your systems are inefficient and productivity is compromised

Problem: You face avoidable frustrations, bottlenecks and delays due to disorganised assets.

Solution: DAM centralises your assets and streamlines workflows, reduces time spent searching for assets, and minimises manual interventions. Replacing unfit or decentralised storage enhances overall efficiency and productivity.

2. You need to cut costs, without cutting corners  

Problem: You’ve been asked to cut costs. Or worse, ‘do more with less’. How do you maintain quality?

Solution: DAM accelerates and automates workflows, allowing you to do more with the same headcount. Or to maintain existing services when faced with budget and staff cuts. Time savings come from less duplication, waste, and higher operational efficiency. 

 3. You have sensitive assets you need to protect 

Problem: You have sensitive or embargoed assets and no way to prevent unauthorised access.

Solution: DAM’s access controls and user permissions let you restrict access to authorised users only. This helps manage GDPR compliance requirements, prevent potential legal issues, and protect against leaks of time-sensitive assets (accidental or otherwise.)

4. You need to improve brand consistency and governance

Problem: Multiple departments or divisions involved in marketing pose a risk to brand consistency.

Solution: DAM provides a central place to share and distribute brand assets – from brand guidelines to approved imagery – so everyone can create and use on-brand materials. Templates – and even translation tools – help divisions localise materials while staying on-brand.

5. You want remote access and online collaboration

Problem: You want to take advantage of remote workers, the gig economy, and offshore contractors.

Solution: Cloud-based DAM enables online collaboration from anywhere with an internet connection. Users can upload, download, view, edit, comment, and collaborate online, supporting a global workforce.

6. You’ve outgrown our old storage systems  

Problem: Your business and digital asset demands have grown and your current system can’t keep up.

Solution: DAM scales with you. So no matter how many digital assets you accumulate – or how many staff you have – people can always search, retrieve, and access the files they need, fast.

7. You want to raise your content game

Problem: Competitors are running rings around you with higher quantity and quality of content.

Solution: Implementing a DAM system supports content creation at scale. With DAM in your corner, you’ll be able to create, distribute, and publish more content to more platforms.  

8. You have a digitisation strategy 

Problem: Legacy processes and manual workflows are holding your business back.

Solution: Put DAM at the heart of your digital transformation journey and build new processes around fit-for-purpose tools. Don’t think about how DAM can digitise your processes – think how it can revolutionise them.

The business case for Digital Asset Management software

The business case for DAM

DAM delivers significant operational, financial, and competitive advantages to brands. Here are three benefits of Digital Asset Management software that you can take to the bank. 

1. Higher operational efficiency 

DAM improves your operational efficiency in a variety of ways. 

• By helping people assets instead of endlessly searching for them
• By reducing the time creatives spend recreating lost assets
• By automating tasks like resizing and cropping images
• By translating written content and transcoding video
• By automating manual workflows
• By reducing context-switching

We could go on and on… These faster processes save you money but they also give you a competitive advantage – getting you to market faster and better than ever before. 

2. Resource optimisation 

Resource optimisation is concerned with getting the most valuable work from your people. And when they’re engaged in manual admin that’s way below their pay grade – or fruitlessly playing ‘hunt the asset’ – you’re not getting ROI.

DAM eradicates low-grade work and puts assets at people’s fingertips so they can spend more time adding value to your business – through strategy, creativity, and understanding your customers better.    

3. Resource optimisation 

As well as efficiency gains, DAM delivers cost benefits you can take to the bank. It’s not just about using your human resources more efficiently. You save money because: 

• People can access existing assets and repurpose them instead of starting from scratch
• Enhanced visibility into your asset stock reduces the risk of duplicated work or purchases
• You reduce your risk of costly legal exposure

Agencies and content creators can also commercialise their DAM – selling their artwork or selling Digital Asset Management as a service.

The ROI of Digital Asset Management software

The Return on Investment from Digital Asset Management software can vary depending on factors like your specific use case, the size of your business, the functionality of the software, and how many people use it. 

As a benchmark, take a look at the economic impact of Papirfly. 

Papirfly combines powerful DAM functionality with a suite of branding tools. A composite business based on our most typical customers* achieves 

• 212% Return on Investment (ROI)
• $1.17m Net Present Value (NPV)
• 80% reduced effort in asset creation
• $200 average agency spend avoided per asset
• Payback in less than 6 months

What does DAM software cost?

Here are some DAM costs you need to be aware of.

• Upfront costs – Usually only applicable to on-premise deployment – the cost of buying a license for the product and costs associated with the infrastructure you’ll need
• Subscription costs – Cloud DAM will charge per user per month (also known as ‘seats’) and may have a minimum number of users
• Storage costs – A certain amount of storage may be included in your fees – you may need to pay more for extra capacity
• Number of assets – Some pricing models consider how many assets you need to store
• Features – Some DAMs may have an all-in price tag, others might charge extra for advanced features
• Customisation – You may need to pay for product Customisation or custom integrations
• Maintenance, support and upgrade fees – You may need to pay a monthly fee for technical support and training – plus an annual renewal fee
• Migration costs – You may choose to pay the vendor or a third-party to migrate your assets to the new DAM
• In-house costs – Don’t forget to factor in-house costs like the time it will take to research and implement the system – perhaps funding for a DAM librarian role

When totting up the cost of Digital Asset Management software – and calculating your potential ROI – you need to remember how much your current content chaos is costing you. 

How to choose and implement a DAM system

How to choose a DAM system

Choosing a DAM system takes research, consultation, and consideration. Rush it and you’ll regret it. Here’s a very quick overview of how to choose a DAM and make sure your first choice is the right choice. 

1. Determine your requirements

Once DAM is on your radar, think about it from an organisation-wide point of view. DAM is a centralised digital asset library that serves all business functions. You don’t want different departments to implement their own separate DAM solutions – that undermines the whole point.

Once you know who’s going to use your organisation-wide DAM, start determining and prioritising your collective needs. 

• What does the DAM need to do? 
• What’s outside the scope of the project? 
• How many assets do you have and what type?
• What workflows need automating?
• What systems need to be integrated?

Write a requirements document to start shortlisting DAM systems – and share it with your shortlisted providers when the time comes. 

2. Research your options

In 2025, there are over 100 DAM platforms on the market. Start with online research to narrow down your options. Don’t just click on the ads at the top of your search results – just because they have the biggest ad budget doesn’t mean they’re the best DAM for you. 

Search for DAMs that serve your sector successfully, look for external endorsements from the likes of Forrester Wave, and check out user review websites like Capterra.  

3. Demo your shortlisted products

Create a shortlist of products and do a side-by-side comparison against your requirements document. Whittle it down to no more than five and speak to the vendors for an online demo. Which ones feel like a good fit? Invite your favourite vendors to give a demo to your main stakeholders before deciding which to buy.

What to look for in a DAM platform

Implementing a DAMS takes time and money. But it isn’t just about investment, it’s about impact. The right DAM system can be transformative. Beyond price and features, here’s how to pick a DAM platform that will deliver…

Functionality

The majority of DAMS have similar functionality. However, some may be targeted more toward specific use cases – such as branding or ecommerce. Define the requirements of your DAM – for example, do you need it to act as a brand portal or integrate with a PIM system – and make sure your shortlisted DAM systems deliver that functionality. Look for existing customers in your sector and check out reviews.

Scalability

Don’t just think about your current digital asset needs. Your number of assets is only going to grow. Ensure the DAM system is scalable to accommodate your future needs and growth plans to avoid outgrowing the DAM solution you choose. If you expect your user base to grow, make sure you can scale accordingly, within your budget. 

User experience 

An IT system only delivers ROI when people use it – and use it properly. If your DAM system is hard to use, people will bypass it and continue to store files on their desktops and departmental folders. Choose a DAM system that is intuitive and easy to use. That will encourage widespread adoption and reduce the learning curve.

Integrations

Consider the DAM system’s ability to integrate with other essential business platforms. For example, your website CMS or PIM system. This helps create seamless cross-department workflows that enhance productivity. It also reduces data duplication and silos. 

Vendor support

Regardless of whether you deploy your DAM on-premise or in the cloud, you’ll need support from your vendor – during set-up and beyond. Check that they’ve provided adequate self-service documentation and ask how much support you can access as part of your contract. 

Deployment options

Consider the pros and cons of on-premises vs cloud-based DAM (see table below). The choice comes down to how much control and responsibility you want to take on, as well as questions of data sovereignty. 

On-premise vs cloud-based DAM: pros and cons
	On-premise DAM	Cloud-based DAM
Access	Restricted access	Anywhere access
Scalability	Limited by your in-house storage capacity	In theory, unlimited storage, but with costs attached
Maintenance and updates	You are responsible for upgrades and maintaining the system	The provider is responsible for upgrades and maintaining the system
Security and control	Direct, maximum control	Reliant on provider
Customisation	Customisation options via your in-house team – maximum flexibility but limited by IT capacity	Some customisation usually availability via support request – may incur additional cost
Integrations	Via your in-house team	Some available out-of-the-box and others via your own team using APIs
Upfront costs	Bigger upfront costs – you buy the platform outright	Lower upfront costs – you buy subscriptions (seats)
Deployment	Slower due to need for infrastructure set up	Faster as minimal infrastructure needed – simply deployed online
Data sovereignty	Greater control over geographic location and data sovereignty	Less control over geographic location and data sovereignty

Five best practices for Digital Asset Management

Be strategic about DAM

Your DAM implementation should align to your organisational objectives. Common goals include improving workflow efficiency, enhancing collaboration, ensuring brand consistency, cost savings, optimising resource utilisation, and digital transformation. Use your objectives as a North Star to inform your needs analysis, your KPIs, and your choice of DAM system. 

Audit your assets and workflows

Your DAM provider will have a LOT of questions. Come prepared. Know how many assets you have, what types, what you need to do with them, who is involved, how many users you have, what types of access they’ll need etc. Download our Digital Asset Management checklist to help you start thinking…

Don’t just replicate, innovate

Implementing DAM is an opportunity for change. Don’t waste it. Talk to people currently involved in content, marketing and branding processes. What challenges do they have? Where do bottlenecks occur? What could be improved? Talk to your DAM vendor about how other customers use the software. DAM is transformative – think big.

Plan for onboarding and training  

No matter how intuitive your new DAM system, people will still need training and support in order to use it. Different levels of user need different levels of training. Admins, for example, will need in-person training, while casual users can self-serve training videos or how-to guides. Make sure you have a communication and training plan to help you roll out your new software and get people excited about using it. 

Commit to the long-term (Digital Asset Management governance) 

Digital Asset Management is an ongoing commitment. The key principle of DAM is to manage your digital assets so people can confidently find and use the right ones. If you neglect your DAM system, this gets increasingly difficult. In businesses with a large volume of digital assets, you may need to appoint a DAM librarian who is responsible for Digital Asset Management governance like

• Regularly archiving old or outdated assets
• Checking your metadata and categories are still fit for purpose
• Adding, training, and removing users as required
• Applying software and security updates 
• Monitoring and optimising DAM performance 

Future trends: AI in Digital Asset Management

AI for metadata application 

Most DAMS these days use AI to automatically add meaningful metadata. The DAM recognises the file content and adds keywords to describe it – even if you’re bulk uploading 1,000s of assets. 

You can also use machine learning to train a DAM to recognise your specific products or people who work for you. This makes the whole process of getting assets into your DAM super fast. This will become an ever-more standard feature of DAM systems.

AI-powered search recommendations

Another area AI will improve is predictive search results. Predictive algorithms analyse user interactions, search patterns, and content usage to provide personalised recommendations. This helps users discover relevant assets faster and put them to work.

Generative AI and DAM

Generative AI will become prevalent in DAM as the technology becomes more reliable. Some DAM systems already include generative AI to edit assets – for example, applying brand treatments to images or videos. A new application will be that users won’t just be able to search for assets by typing in keywords, they’ll be able to create them using AI.

Digital Asset Management Glossary 

Here’s a round-up of key DAM terminology used in this guide to Digital Asset Management.

• Access Controls – Mechanism restricting user access to digital assets based on permissions.
• Audit Trail – Record of user actions within a DAM system for accountability.
• Cloud DAM – Digital Asset Management hosted on cloud servers for accessibility.
• Customisation – Tailoring DAM system features to meet specific organisational needs.
• Data Sovereignty – Control and management of digital asset data based on geographic location.
• Generative AI – Type of Artificial Intelligence that creates new visual and text content.
• Governance – Policies regulating digital asset creation, modification, and usage.
• Headless DAM – DAM that is decoupled from a front-end interface.
• Hybrid DAM – Blend of on-premises and cloud-based DAM hosting for flexibility.
• Integrations – Seamless connectivity between DAM system and other software applications.
• Machine Learning – Enables DAM to learn and improve through experience.
• Metadata – Descriptive information associated with digital assets for organisation and searchability.
• On-Premises DAM – Local hosting of DAM system infrastructure for maximum control.
• Optimisation – Continuous improvement and refinement of DAM system performance.
• Permissions – Authorisations defining user rights and actions within a DAM system.
• ROI – Measure of financial gains resulting from DAM implementation.
• SaaS DAM – DAM provided via the Software-as-a-Service subscription model AKA cloud DAM.
• Scalability – Capability of DAM system to handle growing volumes and user needs.
• Security – Measures protecting digital assets against unauthorised access or breaches.
• Taxonomy – Hierarchical classification system for systematic organisation of digital assets.
• User Adoption – Degree to which individuals actively use and embrace the DAM system.
• Version Control – Management of different versions of digital assets to ensure consistency.