Unlock your brand’s eCommerce potential with a Digital Asset Management (DAM) system

Posted by Shreya Monani on Jun 19, 2019 6:40:00 PM

Executive Summary:

  • eCommerce content for brands is now all about customization and personalization - Brand content is customized across channels, regions etc.
  • Catalogues, promotions, etc. are created, approved and published in real-time, all by different teams. Running this smoothly is a huge challenge
  • A Digital Asset Manager (DAM) with workflow modules customized to your needs can ensure that the whole process is structured, monitored and transparent

Most brand managers, in theory, understand the importance of Content Management Systems (CMS). They’re aware that creation, storage and distribution of digital assets needs to be a seamless process. But the sheer scale and complexity of content in an omni-channel world, and the mind-boggling possibilities it offers, is something they don’t always grasp.

Nowadays, it is essential that content renders well across different sales channels (brand websites, marketplaces) and devices (laptop, phone/tab, kiosk), and it is categorized accurately. Consumers have less patience – they want to find the right content quickly, in the right category, across all devices at all times.

Hence, Brands and retailers want their digital assets to be easily accessible and stored at a single place. They want all their campaigns to be aligned with their brand image and strategy. This can be cumbersome process, as different teams are creating different portions of the content, each of them publishing/editing/removing content pieces on different systems, all in real-time. There is a growing desire to manage all digital media from one system. Traditional Content Management Systems (CMS) are not equipped to handle the end-to-end needs of omni-channel eCommerce. We need a better system

A better system - DAM

A Digital Asset Management (DAM) system is a centralized system that covers the whole content life-cycle – from creation to post-publishing management. The diagram below shows the various stages in a product’s life-cycle:

DAM - product lifecycle


Each of these stages have new content created, by different teams. In each stage raw data is from different systems, which needs to got through a standardization process aka ETL before use. The content created needs to go through manual/automated Quality checks, and go through an approval cycle across stakeholders.

A DAM system can be arterially connected to different storage systems at each stage, custom workflows for different content creation teams, with automated system layers for ETL and Quality Assurance (QA) The ideal DAM system has an architecture something like this:

DAM - stack


Customized or semi-customized DAMs are increasingly a preference of large enterprises in eCommerce and other industries

DAM - survey


DAM implementation for FMCG group: A case study

One of Iksula’s clients is a multi-business conglomerate with a turnover of US $ 8 billion. Their Fast-Moving Consumer Goods (FMCG) business had a dire need of a workflow management for their products. We built a customized DAM for them on Drupal 8 that covered:

  1. Storage for Product Catalogues and Marketing Content
  2. Multiple content versions by marketplace
  3. Workflow modules for content creation and management
  4. Running Promotions campaigns
  5. Version control (allowing to undo edits)
  6. Edit History and Reports

Solution impact

  1. Accelerated content production cycles
  2. Reduced the launch time for marketing campaigns
  3. Brand consistency across channels
  4. Improved Market Intelligence

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